Analysis of the Factors that Influence Online Purchasing

This paper reviews recent studies related to the Technology Acceptance Model (TAM) in order to derive an extended model that examines online purchasing by consumers. Our model expands the original TAM by including additional constructs including privacy, trust, perceived risk, e-satisfaction, and e-loyalty. We surveyed over 1,850 consumers in the United States and Australia using an instrument that yielded respectable reliability and validity. The findings suggest that our expanded model serves as a very good predictor of consumers\u27 online purchasing behaviors. The linear regression model shows a substantial amount of variance explained for Behavioral Intention (R2 = .637). We also discover interesting but unexpected results that provide the need for future research. This paper adds to our understanding of the factors influencing online purchasing. Future researchers can refine our model and instrument to further explain consumers’ acceptance of Internet-based applications