Market-Tržište, Vol. 25 No. 2, 2013.
Prethodno priopćenje
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
Sažetak
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.
Ključne riječi
technology acceptance model; online shopping; emerging markets; customer loyalty
Hrčak ID:
112096
URI
Datum izdavanja:
20.12.2013.
Posjeta: 3.233 *