Online Purchase Intention Under the Integration of Theory of Planned Behavior and Technology Acceptance Model

This study focuses on predicting the online purchase intention of consumers purchasing from e-commerce platforms using an integrated model of the theory of planned behavior (TPB) and extended technology acceptance model (TAM). The results showed that TAM factors, perceived value, and perceived enjoyment had significant effects on attitude toward online purchase, while the TPB inputs, perceived enjoyment, and e-commerce exchange image played strong roles in influencing online purchase intention. The results also showed that perceived enjoyment helped to raise the predictive power of attitude dramatically, while the e-commerce exchange image contributed a high portion to explain online purchase intention variation. The results indicated that the e-commerce trading platforms need to focus on improving their images and on increasing customers' experience to improve their business performance. Prediction of online purchase intention on e-commerce platformsThis study focuses on predicting the online purchase intention of consumers purchasing from e-commerce platforms using an integrated model of the theory of planned behavior (TPB) and technology acceptance model (TAM). The study proposed a model with 13 hypotheses from the literature review. The hypotheses were tested using data collected from 326 e-commerce consumers in Vietnam. The PLS-SEM approach was used for analysis. The results showed that TAM factors, perceived value and perceived enjoyment had significant effects on attitude towards online purchase, while attitude, perceived enjoyment and e-commerce exchange image played strong roles influencing online purchase intention. The results also showed that the perceived enjoyment helped to raise the predictive power of attitude dramatically, while e-commerce exchange image contributed a high portion to explain online purchase intention variation. Other specific contextual factors may be incorporated into the integrated model to better explain online purchase intention. The results indicated that the e-commerce trading platforms need to focus on improving their image and on increasing customers' experience in order to improve their business performance. This is among the first studies that investigates the integration of the TPB and TAM for e-commerce behavioral intention research incorporating e-commerce exchange image as an important factor that affects online purchase intention. The new integrated model has verified its value to considerably enhance the capability to predict the variations of attitude towards online purchase and online purchase intention.