Transnational Marketing Journal

ISSN: 2041-4684 | e-ISSN: 2041-4692

Web-based shopping and Customer attitudein Buying behavior:Technology Acceptance Model Framework

VimalaVenugopal Muthuswamy
Associate professor, Business Administration Department, King Faisal University
Samah Mohammed Salem Bayomei
Business Administration Department, King Faisal University, Saudi Arabia
Keywords: Customer attitude, E-commerce, Technology Acceptance Model,Web based shopping.


The research paper examines the online business industry in Saudi Arabia, which has undergone a radical transformation due to technological advances and a shift in the purchasing preferences of Saudi consumers. KSA's online purchasing environment comprises new store and non-store retailing. This research paper investigates the consumer attitudes that promote E/web-based shopping. This study aims to identify the characteristics of modern consumers' purchasing behavior to create a more compelling online marketing strategy. Online shoppers were asked to assess the statements on a survey questionnaire posted at monster hypotheses were used to evaluate the ability of the Technology Acceptance Model (TAM) and related theories to explain the cognitive processes individuals undergo when deciding whether to embrace new technology.151 responses were collected using a structured questionnaire and a sampling technique based on convenience. The researcher utilized the One-Way ANOVA to evaluate the hypothesis's validity. This study examines the attitudes of consumers toward web-based purchases. This research provides online retailers with a clear and comprehensive picture of the factors influencing consumers to purchase online, allowing them to develop strategies to cater to online shoppers.Most of the factors addressed by the three TAM theories were found to have a marginally significant positive relationship with the dependent variable, e-commerce technology adoption. However, "Perceived Usefulness" emerged as the most influential factor in Saudi consumers' decisions to use online purchasing technology.

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