Year: 2020 | Volume: 1 | Issue: 1 | Page No.: 47-52
Recieved: August 18, 2020 Accepted: August 22, 2020 Published: September 14, 2020
Application of Technology Acceptance Model and Trust in Determining Purchase Intention: A Case of Facebook Influence
The extensive acceptance of Facebook to communicate and connect has given rise to understand the user behavior and is elementary in developing and implantation of new technologies. The approach that is empirically used is Technology Acceptance Model. TAM is a common method to explain the acceptance behavior of various information and communication system. TAM predicts the intention and acceptance of technology. This study explores the determination of purchase intention influenced by Facebook. The influence of Facebook applying perceived usefulness, perceived ease to use and trust is observed with primary data set of 275 users of Facebook assembled from a web-based questionnaire survey. The results exhibited by the TAM model proposed for the study rejects all the null hypothesis. Based on existing literature, explains the influence of Facebook on purchase intention. This paper can be a base for policy makers and marketers to gain better understanding of user’s behavior.
Facebook, TAM, Trust
TO CITE THIS ARTICLE
2020. Application of Technology Acceptance Model and Trust in Determining Purchase
Intention: A Case of Facebook Influence. Journal of Computational Science and Information Technology, 1: 47-52