The purpose of this study was to examine the online shopping behaviour of international
university students (IUSs) within the context of a modified version of the Technology
Acceptance Model (TAM). TAM explains behaviour through two factors: behavioural
intentions (BI) and attitude (ATT). Attitude itself is determined by five measures (scales):
perceived usefulness (PU), perceived ease of use (PEOU), perceived self-efficacy (PSE),
perceived entertainment (PE), and perceived risk (PR). In addition, demographics and
prior experience were included to enhance the predictability of the model. A sample of
142 IUSs participated in an online survey. The analytical results obtained in Chapter 4
yielded interesting and sometimes unexpected relationships among the model’s measures.
These relationships may have useful academic and managerial implications, as discussed
below:
Perceived entertainment had the most significant influence on ATT. This contradicts
most of the studies based on TAM, which indicate that PU and PEOU are more
influential. Given that the majority of the sample is under 35 years old, entertainment is