• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Fiona Chu
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HOME > Archive > 2020 > Volume 8 Number 2 (May 2020) >
JOEBM 2020 Vol.8(2): 139-143 ISSN: 2301-3567
DOI: 10.18178/joebm.2020.8.2.627

E-era (Digital Economy) Impact on Consumer Electronic Purchase Intention—A Pragmatic Analysis of Pakistani Consumer with Integration of TAM and TPB with Perceived Risk, Perceived Credibility and Perceived Benefit

Zartasha Khalid and Mehrukh Salman

Abstract—Over the past few decades, scholars have widely used Technology Acceptance Model (TAM) and Theory of Planned Behaviors (TPB) in order to examine IT usage and E-services acceptance. But, neither TAM nor TPB have been able to provide consistent explanation or behavioral prediction of consumers. The aim of this research is to check what difference in our culture has been formed due to the implications of theory of planned behavior and technology acceptance model in digital economy. The sample size was 328 respondents. The results showed that attitude fully mediates the relationship between electronic behavioral intention and perceived usefulness. It is suggested that the future research on antecedents of Behavioral Intention should be studied with respect to the Pakistani culture.

Index Terms—Perceived credibility, perceived risk, TAM model and TPB model.

Zartasha Khalid is with Coca Cola, Pakistan (e-mail:khalidzartasha@gmail.com). Mehrukh Salman is with Lahore School of Economics, Pakistan (e-mail: mehrukh.jawaid@gmail.com).

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Cite:Zartasha Khalid and Mehrukh Salman, "E-era (Digital Economy) Impact on Consumer Electronic Purchase Intention—A Pragmatic Analysis of Pakistani Consumer with Integration of TAM and TPB with Perceived Risk, Perceived Credibility and Perceived Benefit," Journal of Economics, Business and Management vol. 8, no. 2, pp. 139-143, 2020.

Copyright © 2020 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

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