Technology acceptance factors of e-commerce among young people: An integration of the technology acceptance model and theory of planned behavior

Luis German Ruiz-Herrera; Alejandro Valencia-Arias; Ada Gallegos; Martha Benjumea-Arias; Evelyn Flores-Siapo

doi:10.1016/j.heliyon.2023.e16418

Technology acceptance factors of e-commerce among young people: An integration of the technology acceptance model and theory of planned behavior

Heliyon. 2023 May 20;9(6):e16418. doi: 10.1016/j.heliyon.2023.e16418. eCollection 2023 Jun.

Authors

Luis German Ruiz-Herrera¹, Alejandro Valencia-Arias², Ada Gallegos³, Martha Benjumea-Arias⁴, Evelyn Flores-Siapo⁵

Affiliations

¹ Professional Center Laboratories, Metropolitan Technological Institute, Medellín, Colombia.
² School of Industrial Engineering, Señor de Sipán University, Chiclayo, Peru.
³ Instituto de Investigación y Estudios de la Mujer, Universidad Ricardo Palma, Peru.
⁴ Departamento en Ciencias Administrativas, Instituto Tecnológico Metropolitano, Medellín, Colombia.
⁵ Fondo Editorial - USS, Universidad Señor de Sipán, Chiclayo, Peru.

Abstract

This study aims to examine the factors involved in the technological acceptance of e-commerce among young university students. The research is focused on the articulation between the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB) by collecting secondary data and conducting a survey with 376 young university students, validated by using structural equations (SEM). The predominant factors and variables involved in the adoption of e-commerce by young university students in Medellín were identified. The results show that the attitude towards usage has a positive effect on usage intention because people consider a website to be useful and trust builds regarding usage intention, which will enable to make the transaction in an easier and safer way. In conclusion, perceived usefulness comes before attitude towards usage, and thus the main direct antecedent of the intention to use e-commerce is established.

Keywords: Attitude towards usage; Purchase channels; Structural equations; TAM and TPB; Technology acceptance; Young university students; e-commerce.