Explaining Alternative Behaviors of Online Consumers: An Integration of the Technology Acceptance Model to Preferential Decision
Year: 2003
Type: article
Study design: Observational Study
Abstract: Intention theories, such as the Theory of Reasoned Action, the Theory of Planned Behavior, and the Technology Acceptance Model, have been widely adopted to explain information system usage in Management Information Systems discipline.Although these theories have received an enormous amount of attention from MIS researchers, they suffer from a lack of ability to explain alternative behaviors.This study proposes an avenue to mend such a drawback by presenting an integration of preferential decision knowledge to the Technology Acceptance Model.Such integration would allow this study to explain alternative behaviors of using Internet or conventional stores to make a purchase.A sample of 435 was collected and used to run a structural equation model.A new intention model, namely the Theory of Preferred Technology, is proposed and validated.Business implication is provided at the end of this study.
Authors: Achita Muthitacharoen, Prashant Palvia
Institution: Wichita State University
Language: English
Subfield: Information Systems and Management
Field: Decision Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W599039555