The future of TV-shopping: predicting user purchase intention through an extended technology acceptance model

Rodríguez López, María Eugenia; Higueras Castillo, Elena; Rojas Lamorena, Álvaro José; Alcántara Pilar, Juan Miguel

doi:10.1016/j.techfore.2023.122986

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Identificadores

URI: https://hdl.handle.net/10481/111481

DOI: 10.1016/j.techfore.2023.122986

ISSN: 1873-5509

ISSN: 0040-1625

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Editorial

Elsevier

Materia

Technology Acceptance Model (TAM)

TV-shopping

Enjoy shopping

Fecha

2024-01

Referencia bibliográfica

Rodríguez-López, M. E., Higueras-Castillo, E., Rojas-Lamorena, Á. J., & Alcántara-Pilar, J. M. (2024). The future of TV-shopping: predicting user purchase intention through an extended technology acceptance model. Technological forecasting and social change, 198, 122986. https://doi.org/10.1016/j.techfore.2023.122986

Patrocinador

University of Granada (ADEMAR: SEJ.241); Universidad de Granada / CBUA

Resumen

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.

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DOE II Artículos

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