E-era (Digital Economy) Impact on Consumer Electronic Purchase Intention—A Pragmatic Analysis of Pakistani Consumer with Integration of TAM and TPB with Perceived Risk, Perceived Credibility and Perceived Benefit

Abstract

Over the past few decades, scholars have widely used Technology Acceptance Model (TAM) and Theory of Planned Behaviors (TPB) in order to examine IT usage and E-services acceptance. But, neither TAM nor TPB have been able to provide consistent explanation or behavioral prediction of consumers. The aim of this research is to check what difference in our culture has been formed due to the implications of theory of planned behavior and technology acceptance model in digital economy. The sample size was 328 respondents. The results showed that attitude fully mediates the relationship between electronic behavioral intention and perceived usefulness. It is suggested that the future research on antecedents of Behavioral Intention should be studied with respect to the Pakistani culture.