TITLE

TECHNOLOGY ACCEPTANCE MODEL AND THE PATHS TO ONLINE CUSTOMER LOYALTY IN AN EMERGING MARKET

AUTHOR(S)
Nguyen Thi Tuyet Mai; Nham Phong Tuan; Takahashi Yoshi
PUB. DATE
December 2013
SOURCE
Trziste / Market;2013, Vol. 25 Issue 2, p231
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
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.
ACCESSION #
93582505

 

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