An Analysis of Technology Acceptance of Electronic Commerce among Young Age Group

Purpose – This study investigates the consumer’s technology adoption toward
electronic commerce. In addition to the variables perceived usefulness and
perceived ease of use derived from TAM, the study included and tested factors like
perceived cost, perceived risk and social influence.
Design/methodology/approach – A questionnaire was developed primarily based
on the available scales in the already published literature. All model constructs
requested participants to indicate their perceptions on seven-point Likert-style
responses ranging from 1(strongly disagree), through 3(undecided) to 5(strongly
agree). The data analysis was executed using Smart PLS to test the validity and
reliability of the measurement instrument.
Findings – The study results suggest that consumers attitudes toward e-commerce
are significantly impacted by perceived cost perceived and social influence and an
extended TAM model framework was proposed and empirically tested using the
data collected from the survey.
Managerial Implications – The study gives electronic commerce firms vital
indications on to not only focus entirely on the quantifiable utility of their services
but also every other factor influencing use. They should, also, try to give users
the cost the social influence factor more and thereby focusing on the loyalty of
thecustomers.
Originality/value – This is one of the few studies which includes variables like
perceived cost and social influence factors in an emerging economy context by
using the extended Technology Adoption Model framework.