The future of TV-shopping: predicting user purchase intention through an extended technology acceptance model

被引：1
|
作者：
Rodriguez-Lopez, Maria Eugenia [1 ]
Higueras-Castillo, Elena [2 ]
Rojas-Lamorena, Alvaro J. [3 ,5 ]
Alcantara-Pilar, Juan Miguel [4 ]
机构：
[1] Univ Granada, Fac Educ Econ & Technol Ceuta, Dept Market Res, Granada, Spain
[2] Univ Granada, Mkt, Granada, Spain
[3] Univ Granada, Fac Educ Econ & Technol Ceuta, Dept Mkt & Market Res, Mkt, Granada, Spain
[4] Univ Granada, Fac Educ Econ & Technol Ceuta, Mkt, Granada, Spain
[5] C Cortadura Valle S-N, Ceuta 51001, Spain
来源：
TECHNOLOGICAL FORECASTING AND SOCIAL CHANGE | 2024年 / 198卷
关键词：
TAM; TV-shopping; Enjoy shopping; Intention; Perceived usefulness; Ease of use; PERCEIVED EASE; INTRINSIC MOTIVATION; GENDER-DIFFERENCES; ONLINE; ADOPTION; CONSUMERS; PLS; COMMERCE; REALITY; USAGE;
D O I：
10.1016/j.techfore.2023.122986
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
The shoppable TV, which allows the purchase of products appearing in TV programmes directly, is a digital trend that is not implemented in most markets, but companies such as Amazon and NBC Universal have proposed the first sales systems. The aim of this research is to forecast the adoption intention of this technology by applying the Technology Acceptance Model. Structural equation modelling (PLS-SEM) has been applied to a sample of 283 participants. The results indicate that shopping enjoyment is particularly important in generating attitudes toward this type of consumption, and this increases the intention to use Shoppable TV.
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页数：8
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