Key Dimensions on B2C E-Business: An Empirical Study in Malaysia

@article{Ramayah2013KeyDO,
  title={Key Dimensions on B2C E-Business: An Empirical Study in Malaysia},
  author={Thurasamy Ramayah and Simona Popa and Norazah Mohd Suki},
  journal={IJHCITP},
  year={2013},
  volume={4},
  pages={43-55}
}
The purpose of this paper is to test and compare two models, which have been popularly used for explaining how users come to accept and use a technology and their behavioral intention. The Technology Acceptance Model (TAM) and the Theory of Reasoned Action (TRA) is used to analyze customer intention to buy online. By sampling 102 online potential customers in Malaysia, findings indicate that the TRA and TAM are valid models in the prediction of the intention to buy online. Attitude, subjective… CONTINUE READING