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 enjoy...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
SAGE Publishing
2023-12-01
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| Series: | SAGE Open |
| Online Access: | https://doi.org/10.1177/21582440231218814 |