The Role of Perceived Value on Customer E-Shopping Intention Using Technology Acceptance Model, (TAM)

Ali. Hajiha


 Lack of trust in e-commerce is a major reason that prevents customers to shop via internet. Since customers assess the cost and benefits and then decide to purchase, this study aims to investigate the role of perceived value and online trust on customer intention towards e-shopping through the Technology Acceptance Model, (TAM). Testing the relationships between the variables of the model, 160 questionnaires were accomplished by the graduated students of Information Technology (IT) management who are studying virtually in the Islamic Azad University and at least have had an e-shopping experience once before. The results showed that the perceived ease of use, usefulness and perceived value have a positive impact on customers’ attitude and trust in online shopping. In addition, both customer attitudes and trust have a positive impact on their tendency to shop on the internet.


Technology Acceptance Model, Perceived Value, Trust.

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