TAM derived construct of perceived customer value and online purchase behavior: An empirical exploration

Abstract

Technology Acceptance Model (TAM) was initially created to be a simple model to explain specific technology behavior in information systems. Over the last 18 years, due to its popularity, the TAM has been augmented by including various context-specific constructs to explain phenomenon in e-commerce, e-learning, e-banking, and wireless technologies besides information systems. This study, in the context of e-commerce, or more specifically the online purchase behavior, attempts to consolidate a cohort of existing constructs using the emerging tenets of Customer Value-based Theory and reinstate the parsimonious intentions of TAM. A total of 1730 questionnaires were collected from Internet users who owned a credit card. The respondents came from all the State capitals in Malaysia, including Cyberjaya, which is the smart city of the Multimedia Super Corridor in Malaysia. Out of 1730 questionnaires, 1440 formed the sample for further data analysis. Bivariate, partial correlations and stepwise multiple regression were used in this study to determine the impact of customer value. The results have shown that Perceived Customer Value is an important determinant of Online Transactions Behavior. With the presence of Perceived Customer Value, only Behavioral Intention is a significant predictor on Online Purchase Behavior. Hence, the Customer Value-Based Model is proposed to obtain a parsimonious conceptualization in predicting consumer acceptance of e-commerce transactions.