Preliminary communication

Technology acceptance model and the paths to online customer loyalty in an emerging market

Nguyen Thi Tuyet Mai orcid.org/0000-0002-4889-589X ; Faculty of E-commerce, Vietnam University of Commerce
Takahashi Yoshi ; Graduate School for International Development and Cooperation, Hiroshima University
Nham Phong Tuan orcid.org/0000-0002-0973-3943 ; Faculty of Business Administration, University of Economics and Business, Vietnam National University

Abstract

The technology acceptance model (TAM) has been well-known for decades. However, the global adoption of the Internet creates new interests in utilizing TAM in e-commerce and the post-consumption intention, especially in emerging markets. Data was collected from 758 online customers via a web-based survey in Vietnam. Particular contribution of the results is that perceived usefulness, perceived ease of use, fairness, trust and the quality of the customer interface have direct or indirect impacts on customer satisfaction and customer loyalty. Moreover, in emerging markets, trust was outlined as the strongest factor contributing to customer satisfaction and leading to customer loyalty.

Keywords

technology acceptance model; online shopping; emerging markets; customer loyalty

Hrčak ID:

112096

URI

https://hrcak.srce.hr/112096

Publication date:

20.12.2013.

Article data in other languages: croatian

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