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Theoretical Framework
Source publication
Internet shopping is a phenomena that is growing rapidly nowadays. A peep into the exponential growth of the main players in this industry indicates there is still a large reservoir of market potential for e-commerce. The conveniency of online shopping rendering it an emerging trend among consumers, especially the Gen Y. The prevalence of online sh...
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Purpose
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Citations
... Research has identified multiple benefits that influence repurchase behavior, including innovation, customization, ease of use, and perceived financial value (Jiang et al., 2013;Lim et al., 2016). In the context of digital media, Nguyen et al. (2022) found that these perceived benefits significantly contribute to consumers' intentions to continue using online services. ...
... Ming-Shen et al. (2007) highlighted that subjective norms shape attitudes towards specific behaviors. Studies by Jain (2020) and Lim et al. (2016) further indicate that social pressure and community expectations significantly influence online shopping decisions. Thus, we hypothesize; H4: Subjective norms significantly affect online shopping intention. ...
... Similarly, Mohammed et al. (2017) indicated behavioral control's insignificant effect on intention. Conversely, using structural equation modeling, Lim et al. (2016) found significant positive impacts of subjective norms and perceived usefulness, noting an insignificant negative influence of subjective norms on shopping behavior. However, H6 was supported, revealing that behavioral control significantly impacts attitudes toward online shopping (p < 0.001). ...
In recent years, the online shopping sector in Bangladesh has witnessed a tremendous transition driven by technological advancements and changing consumer habits. Artificial intelligence (AI) technologies, including chatbots, AI-enhanced Personalization, and intelligent recommendations, have further developed this sector. However, research indicates that many consumers in Bangladesh still favor offline shopping. This situation highlights the necessity of identifying the factors affecting consumers' AI-driven online shopping behavior. Therefore, this study employs an extended Theory of Planned Behavior (TPB) framework to investigate the factors determining consumer preferences for AI-enabled e-commerce platforms in Bangladesh. Data was gathered using a stratified random sampling method from 384 online shoppers in Rajshahi City Corporation. Structural Equation Modeling (SEM) assessed the affinities between the key variables. The findings reveal that consumers' perceptions of promotional discounts and perceived behavioral control significantly influenced their attitudes toward AI-driven online shopping. Factors such as promotional discounts, perceived benefits, and AI-based Personalization notably influence consumers' purchase intentions. These results underscore the importance of competitive
... Empirical research indicates that online purchase intention is shaped by a combination of rational and emotional factors (Kim et al., 2008;Gefen & Straub, 2004). Their decisions are shaped by factors such as trust, perceived risk, ease of use, brand reputation, and emotional engagement (Kim et al., 2008;Lim et al., 2016 ...
This study explores the key determinants influencing online purchase intention in the digital marketplace. The findings indicate that various digital marketing strategies and consumer perceptions play a crucial role in shaping purchase decisions. Notably, while trust and engagement drive positive purchase behaviour, perceived risk also holds significance, suggesting that consumers acknowledge potential risks but proceed with purchases due to mitigating factors such as brand credibility, return policies, and digital security measures. The study provides valuable insights for businesses aiming to optimize their online presence, enhance customer trust, and improve digital marketing effectiveness. By leveraging data-driven strategies, businesses can refine consumer interactions and boost purchase confidence. The research contributes to the growing body of knowledge on online consumer behaviour, offering practical implications for marketers, policymakers, and e-commerce platforms in designing more effective engagement and conversion strategies.
... First introduced by Fred Davis in 1986, the TAM provides insights into consumers' adoption and use of new technology (Muñoz-Leiva et al., 2017). Central to the TAM is the idea that individuals embrace technology when they perceive it as valuable and straightforward (Lim et al., 2016). In applying the TAM, Sharma and Bhatt (2018) demonstrated that simplified ordering and delivery procedures via social media significantly increase consumers' intention to purchase online. ...
... External social and environmental influences can impact all three. The TPB provides a foundation for understanding consumer behavior, with intention as a key predictor of usage (Wong, 2018;Lim et al., 2016). Sen (2019) validates TPB's reliability in predicting behavior from intention. ...
This research investigates the role of social media use in shaping trust and purchase intention for Generative AI (GenAI) technologies among university students. Utilizing a quantitative approach with primary data collected through questionnaires from 160 students in Malang, Indonesia, this study employs Partial Least Squares Path Modeling (PLS-PM) for data analysis. The results indicate that sociability, usability, dependency, and involvement in social media significantly influence social media usage. Social media usage, in turn, significantly impacts both trust in GenAI and, to a lesser extent, purchase intention. Moreover, trust has a strong positive effect on purchase intention. Importantly, the study confirms that trust mediates the relationship between social media use and purchase intention. These findings highlight the crucial role of social media in shaping consumer behavior and the significance of trust in promoting adoption of new technologies like GenAI.
... This is in support of the claim of Kim propensity to buy has a significant effect on wired buying behavior. Moreover, this arranges added support to the conclusion that the two variables are highly correlated with intent as a salient predictor of the concrete behavior of shopping through the Internet (Lim et al., 2016). Thus, this is encouraging for retailers to be adept at converting buying intentions to real purchases. ...
In today’s constantly evolving world of digital retailing, another marketing trend has emerged popularly known as livestream commerce which is making waves globally by reshaping shopping dynamics. This interactive channel combines the convenience of the conventional virtual shopping and the real-time engagement of live video which retailers may consider in reaching their target markets. Grounded on the Technology Acceptance Model, this study intends to address the existing research gap in exploring the variables that affect online shoppers’ livestream purchase behavior in the Philippines. Specifically, it is focused on examining the influence of perceived usefulness and perceived ease of use on livestream purchase intention. A purposive sampling was employed with 410 Filipino live shoppers as respondents through a validated online self-administered questionnaire. The hypotheses formulated were tested by applying inferential statistics. The empirical findings reveal that perceived usefulness and perceived ease of use have significant influence on livestream purchase intent which in turn, impacts actual livestream purchase behavior. The outcomes of this investigation offer meaningful insights to retailers and livestream application developers in devising strategies that will deliver a more immersive, engaging, hassle-free shopping journey. Likewise, this inquiry opens opportunities for future research on livestream commerce that can help strengthen its development in the country as well.
... In the context of agritourism, purchase intention is influenced by various factors, including the transparency of video content, the appeal of the narrative, brand trust, and the audience's immersive experience with the video. These factors collectively drive consumers' decisions about whether to participate in agritourism or purchase related products [36]. ...
With the rise of digital marketing, videos have become pivotal in promoting agritourism by showcasing local features, attracting visitors, and building trust. This study examines the effects of video maturity and content empowerment on consumer behavior by focusing on dimensions such as clarity, coherence, emotional appeal, entertainment, information, and practicality. Survey data from 527 Taiwanese consumers, analyzed using structural equation modeling (SEM), reveal that video clarity (β = 0.105, p < 0.05) and coherence (β = 0.163, p < 0.01) significantly enhance trust, while flow experience exhibits an even stronger positive impact (β = 0.372, p < 0.001). Among content factors, knowledge has the most pronounced effect on flow experience (β = 0.440, p < 0.001), followed by emotionality, entertainment, and practicality. Moreover, both trust (β = 0.177, p < 0.001) and flow experience (β = 0.240, p < 0.001) positively influence purchase intentions, with the effect of flow experience being more dominant. These findings underscore the importance of high clarity, coherent narratives, and immersive emotional engagement in agritourism video marketing. The study makes significant theoretical contributions by refining the understanding of video-based consumer engagement, and it offers practical insights for enhancing agritourism promotional strategies.
... The Theory of Planned Behavior (TPB) focuses on attitudes, subjective standards, and perceived behavioral control in influencing behavior (Lim et al., 2016). Influencers in Brunei influence purchase intentions by matching their recommendations with societal norms and cultural expectations, therefore increasing customer trust. ...
This study explores the qualitative dimensions of social media influencers, cultural values, and technology in shaping consumer purchasing behavior in Brunei Darussalam. Employing a thematic analysis of in-depth interviews with five social media influencers, the research highlights how Brunei's unique cultural framework influences consumer trust, purchase behavior, and the digital strategies of influencers. The qualitative findings suggest that while trust in influencers is developing, technological limitations and cultural conservatism still present significant challenges to e-commerce in Brunei. These insights provide practical implications for businesses seeking to navigate Brunei's cultural and digital landscape. Future research should investigate the role of technology in overcoming these barriers.
... Based on the prediction results of the random forest algorithm, specifically, the most important predictor of consumers' purchase of agricultural products recommended by online influencers is consumers' purchase intention or willingness, which is consistent with economic theory, especially the theory of planned behavior (TPB), as well as the empirical findings (Javadi et al., 2012;Lim et al., 2016). According to the TPB proposed by Ajzen (1991), consumers' behavioral intention directly affects the generation of consumption behavior, and behavioral intention is influenced by behavioral attitude, subjective norms, perceived behavioral control and other factors. ...
The burgeoning growth of rural e-commerce in China is poised to fundamentally transform the rural economic and social landscape. Within this evolving ecosystem, agricultural online influencers have emerged as pivotal actors, yet their specific roles and underlying mechanisms warrant further investigation. Based on online survey data, this study utilized four machine learning techniques to predict consumer behavior in purchasing agricultural products recommended by online influencers and identified key predictors. We found that the random forest algorithm incorporating a comprehensive set of economic and social predictors, achieves a best prediction accuracy of 85.12%. The random forest algorithm and LASSO regression together identified the key predictors. Notably, purchase intention and whether to follow the online influencer on social media emerged as the most significant features enhancing prediction accuracy. Furthermore, our analysis highlights the importance of demographic factors (age), perceived value assessments (emotional and social value), engagement levels (attention to online influencers), and prior e-commerce experiences as crucial mechanisms. Our findings are of practical values for online influencers and related enterprises to improve marketing strategies, promoting branding and commercialization, and for the development of rural e-commerce in China and related professionals’ cultivation.
... These constructs are consistently recognized as critical predictors of users' behavioral intention toward technology adoption. Studies by Duong et al. (2023), Lim et al. (2016), and Liu and Ma (2024) have highlighted the importance of TAM in investigating behavioral intention toward AI adoption. In our emphasis on high-stakes environments of soccer betting, TAM appears to be essentially relevant for understanding how user-friendly interfaces and perceived benefits influence the adoption of ChatGPT. ...
Purpose
The purpose of this study was to examine the impact of ChatGPT adoption on consumers’ soccer betting behavior, with a particular focus on behavioral intention and word of mouth, by applying the technology acceptance model (TAM) and the theory of reasoned action (TRA).
Design/methodology/approach
A cross-sectional survey design was employed to collect data from 418 soccer bettors in Eskisehir, Türkiye. The study utilized a structured questionnaire with validated measures adapted to the context of ChatGPT adoption in soccer betting. Structural equation modeling was conducted to test the hypothesized relationships among the constructs.
Findings
The findings revealed that perceived ease of use significantly influenced both perceived usefulness and attitude, while perceived usefulness also positively affected attitude. Attitude and subjective norms emerged as strong predictors of behavioral intention. Interestingly, perceived usefulness did not directly affect behavioral intention but instead exerted an indirect effect through attitude as the mediator. Additionally, word of mouth was significantly influenced by subjective norms and behavioral intention, highlighting the importance of social influence in promoting ChatGPT adoption within the soccer betting community.
Originality/value
Theoretically, this study extends the application of TAM and TRA by examining behavioral intention and word of mouth in the context of AI adoption, specifically ChatGPT, among soccer bettors. Practically, the findings provide valuable insights for AI developers, offering actionable strategies to enhance user adoption and effectively promote AI innovations within the rapidly evolving soccer betting market.
... While previous research on online shopping behavior of millennials in India is still limited and is majorly focused on tier one cities and few studies on Tier two cities of North India with limited focus on tier two cities in Southern Regions (Kaur and Thakur 2019;Pandey and Parmar 2019;Singh et al. 2020;Tandon and Kiran 2019), this study makes a novel contribution by examining millennial apparel online shopping behavior in these regions. Further (Lim et al. 2016) have emphasized the need to consider diversified category of respondents including working adults, homemakers, etc., along with students and conduct studies on online shopping behavior in other Developing countries. Further the study also highlighted the need to consider other factors impacting online shopping behavior apart from perceived usefulness and subjective norm. ...
... As focused earlier, studies conducted on online shopping for apparel among millennials and specifically in tier 2 cities of Southern India are still limited; thus, measuring e-purchase intent in these regions considered predominant. Purchase Intent, as defined by (Ajzen 1991;Lim et al. 2016) refers to the shoppers desire to buy a product or service as they have an intention to find a specific item or benefit or have a positive outlook toward the product or even view the product or service. However, in the present study e-purchase intent (EPI) can be defined as the millennial customer's willingness to buy apparel online through e-shopping platforms. ...
... The goal of this study is focused on assessing the millennial online shopping behavior specifically to two cities in Karnataka making purposive sampling a suitable choice. While most studies had examined online shopping behavior primarily considering students as target sample (Lim et al. 2016;Riley and Klien 2021) with less emphasis provided on including a diversified category of respondents (Oliveira et al. 2017;Tang et al. 2021); thus, this study considers a diversified category of respondents including private sector employees, teaching professionals and homemakers alongside students. ...
This study investigates the determinants of millennial e-customer experience and e-purchase intent toward apparel by considering 241 male and female online apparel shoppers employing a purposive sampling approach and explores the dynamics of online apparel purchase intention among millennials in prominent tier one and two cities in the Southern state of Karnataka, thereby providing a broader picture of other similar cities in India. Results reveal that the virtual platform layout and features, purchase journey components and product-related factors significantly impact millennial e-customer experience and e-purchase intent. With regard to the mediating role of millennial e-customer experience between virtual platform layout and features and e-purchase intent, it is seen that there is a significant indirect effect while the direct effect is insignificant, indicating full mediation, on the other hand, both the indirect and direct effects of purchase journey components and product-related factors on e-purchase intent through millennial e-customer experience as a mediator is significant, thereby indicating partial mediation. In addition, this study confirms that income does not moderate the relationship between the variables and provides insights into the dynamics of online apparel shopping specifically among millennials, offering practical implications for apparel e-tailers and future research avenues. Further, by investigating the mediating and moderating effects of experience and income this study addresses the effects of economic diversity and experience expectations on millennial apparel shopping behavior.
