Interlinkage between Constructs of Technology Acceptance Model (TAM)- A Study among E-Commerce Users in India

Abstract

The study aims at testing Technology Acceptance Model (TAM) for e commerce in India based on four constructs of TAM i.e. perceived usefulness, perceived ease of use, behavioural intention to use and actual usage. For this purpose, 12 selected variables were chosen and the study is conducted with a sample size of 28 internet users using purposive sampling. All participants were internet users with varying internet experience of 1-3 years or more, residing in Delhi. A structured questionnaire was used for primary data collection. The analysis has been conducted using factor analysis and correlation analysis. The study concludes that each of these two constructs namely Perceived usefulness and Behavioural intention were related to actual use e commerce in India, while the other two constructs were not found to have significant relation with usage of e-commerce.

Keywords: E-commerce, online shopping, TAM, factor analysis, correlation.