Online Purchase Intention Among School Teachers: Extension of Technology Acceptance Model (Tam)

Abstract

In recent years, the Malaysian teachers market makes such a compelling and profitable demographic segment for online business. However, little research has attempted to examine the purchase attitude and behaviour of the teachers. Thus, using the extended Technology Acceptance Model (TAM), this study aims to investigate the effect of perceived usefulness, perceived ease of use, perceived reputation, perceived security and perceived privacy on teachers' trust and consequently on teachers' online purchase intention. This study adopted quantitative approach. Data obtained from a sample of 150 teachers using a self-administered questionnaire, were analysed using Multiple Regression Analysis. The results reveal the perceived ease of use, perceived security and perceived privacy as significant predictors of online trust among teachers, and online trust positively affect the online purchase intention. The results provide empirical evidence on the role of additional constructs and applicability of the extended TAM. The results also offer valuable insights to marketers on how to better serve the huge market of teachers and induce them to purchase online.

Does Electronic Word-of-mouth (EWOM) Matter? Using PLS-SEM Approach to Reveal Generation Z Online Purchase Intention

“…In contrast to the previous study (Chelvarayan et al, 2021), this study reveals a significant link between perceived ease of use and online purchase intent. Other research (Zainol et al, 2017;Primanda et al, 2020) demonstrates that perceived ease of use has a positive and statistically significant association with online purchase intent. If consumers learn that utilizing the site is difficult and cumbersome, online shopping are least of preference.…”

“…People have a tendency to make assumptions about the nature of trust before taking action. The assumption can be made in a moral, trustworthy, and socially acceptable manner regarding the concerned parties and how they would behave and maintain their promises (Zainol et al, 2017). Loss of trust has been cited as one of the key obstacles to internet shopping by consumers (Le-Hoang, 2020).…”

“…Additionally, security and privacy are factors that influence online purchase. This is due to customers' persistent fears about security and privacy issues, which is one of the most significant hurdles to e-commerce adoption that can be overcome by technology advances (Zainol et al, 2017). As a result of technical progress, customers are cautious to conduct internet transactions because it is difficult to make purchases online and there are security and privacy issues (Chelvarayan et al, 2021).…”

“…With the Internet's utility in developing and developed countries that enables individuals to communicate globally (Mohamed & Kulathunga, 2019), more people have observed that they can acquire products through online transactions. The number of internet consumers has expanded substantially around the globe, and Malaysia is no exception (Zainol et al, 2017). In addition, many businesses have observed a rise in the popularity of purchasing platforms, as consumers transition away from conventional shopping methods and toward online shopping (Primanda et al, 2020).…”