@misc{10481/111481,
year = {2024},
month = {1},
url = {https://hdl.handle.net/10481/111481},
abstract = {The shoppable TV, which allows the purchase of products appearing in TV programmes directly, is a digital trend
that is not implemented in most markets, but companies such as Amazon and NBC Universal have proposed the
first sales systems. The aim of this research is to forecast the adoption intention of this technology by applying
the Technology Acceptance Model. Structural equation modelling (PLS-SEM) has been applied to a sample of 283
participants. The results indicate that shopping enjoyment is particularly important in generating attitudes toward this type of consumption, and this increases the intention to use Shoppable TV.},
organization = {University of Granada (ADEMAR: SEJ.241)},
organization = {Universidad de Granada / CBUA},
publisher = {Elsevier},
keywords = {Technology Acceptance Model (TAM)},
keywords = {TV-shopping},
keywords = {Enjoy shopping},
title = {The future of TV-shopping: predicting user purchase intention through an extended technology acceptance model},
doi = {10.1016/j.techfore.2023.122986},
author = {Rodríguez López, María Eugenia and Higueras Castillo, Elena and Rojas Lamorena, Álvaro José and Alcántara Pilar, Juan Miguel},
}