Investigating the Role of User Experience in the Online Shopping system: An Extension of the Technology Acceptance Model

Abstract

The Internet is increasingly being used around the world as an innovative tool to conduct effective marketing policies of goods and services. Online retailers in Vietnam are beginning to pay more attention to the importance of developing online sales systems that engage customers as well as enables them to purchase products online. However, online shopping in Vietnam is not widely applied yet. This research develops an integrated theoretical model based on TAM to identify the factors that determine user attitude and their engagement towards online shopping. Gathering information from 365 respondents in Vietnam has been conducted via a self-administered questionnaire. The research results manifest that user experience and service quality have the power to predict users' perceived usefulness and perceived ease of use, which in turn are crucial drivers of attitude and intentions towards online purchasing. The findings provide some important implications and add more certain insights about the theoretical groundwork of TAM in the Vietnamese online shopping context.