TITLE:
E-Commerce Platforms in Developing Economies: Unveiling Behavioral Intentions through Technology Acceptance Model (TAM)
AUTHORS:
Mohammad Ikbal Hossain, Muhammad Imam Hussain, Afroja Akther
KEYWORDS:
E-Commerce, Developing Economy, Technology Acceptance Model (TAM), Social Influence, Perceived Compatibility
JOURNAL NAME:
Open Journal of Business and Management,
Vol.11 No.6,
November
14,
2023
ABSTRACT: This study investigates how
people in developing economies adopt e-Commerce, using a model called
the Technology Acceptance Model (TAM). This model looks at how easy it is to
use e-Commerce, how useful people think it is, how much they enjoy it, how much
they trust it, how well it fits with their habits, how social influences affect
their decisions, and how much risk they feel. By studying these factors and
testing different ideas, the study shows that adopting e-Commerce is
complicated. It finds that people’s trust, enjoyment, and how well e-Commerce
fits with their habits play a significant role in their decisions. The study
suggests that businesses and researchers should think about these things when
they want to encourage e-Commerce in developing economies. The study uses data
from questionnaires given to people in Bangladesh who use different online
platform for shopping. The study also uses a particular statistical technique,
Partial Least Square Structural Equation Modelling (PLS-SEM), to test its
ideas. Overall, the study helps us better understand how people in these
economies embrace e-Commerce and gives insights that can be useful for both
academics and businesses. The study also adds
a new idea to the TAM model by considering how people see e-Commerce fitting into a developing economy. The findings of this research hold the
promise of informing strategies that can foster greater acceptance and
utilization of e-Commerce platforms, propelling the development and digital
inclusion of emerging economies.