Technology Acceptance Model
The idiosyncrasy of the online environment has been explained by Loiacono, Watson, &Goodhue (2002) as the interaction of ‘information system’ as well as ‘marketing’ when accessing a website. Parasuraman, Zeithaml, & Malhotra (2005) also concurred that customer evaluation of new technology is a distinct process. The Theory of Reasoned Action (TRA) has frequently been employed to illustrate how an individual form an intention to act based on his evaluation of the consequences of that action (Fishbein, 1979). Davis (1989) applied TRA in in the area of ‘using computer technologies’ and developed TAM. This model suggests that two constructs or belief, ‘perceived usefulness’ and ‘perceived ease of use’, are affecting the online purchase intention (Kesharwani & Tripathy, 2012). Perceived usefulness is the belief of a user on the performance of the new technology (Davis, 1989). Perceived ease of use is the belief that the new technology is easy to use (Davis, 1989).
Several studies (Davis, 1986; 1989) have shown that perceived ease of use influences perceived usefulness. That is ease of use of technology increases usefulness of the technology. Phillips, Calantone, &Lee (1994) and Wang, Wang, Lin, & Tang (2003)studied this relationship in other contexts like internet banking and had shown that perceived ease of use has a positive and significant effect on perceived usefulness.
Loiacono et al. (2002) extended the TAM and developed Webqual scale (an instrument to evaluate the website) on the ground that website sometimes goes beyond utilitarian aspects (i.e. ease of use and usefulness). In this they extended the TAM by including entertainment as the hedonic aspects on the ground that website is driven by some additional factors beyond perceived ease of use and perceived usefulness (Pine & Gilmore, 1998). Hoffman & Novak (1996) and Singh & Dalal (1999) also concurred that websites have some entertainment value that is not easily captured by ease of use and usefulness.