Examining consumers’ attitude and intention relationship in technology acceptance model from product perspective

A shopper's intention to buy is preceded by the shopper's attitudes toward the purchase. Thus, a positive relationship is expected between attitudes towards online shopping of a product and intention to buy online. This study validated the relationship between consumers’ attitude and intention in the context of online shopping. A sample of 400 respondents was surveyed and the influence of attitude variables on intention to buy products was tested using regression analysis. The findings revealed that attitude influences intention to buy online. This is consistent with Technology Acceptance Model (TAM) suggestion that attitude correlates with user intention of use. In addition, the study examined the variations in the result for different products. Overall, the convenience attitude has been a significant determinant in the intention to buy products online. The save time attitude of consumer is significant for Books, E-tickets and Computers.

The attitude variable ‘cheaper products’ has significant influence on intention to buy Books and Computers online.