Technology acceptance affecting purchasing behavior among online apparel consumers

Main Article Content

Charttirot Karaveg


Electronic commerce, or e-commerce as it is commonly known, is an ultimate weapon against poverty in developing countries as it involves cheap and easy access to large markets for small and large sellers alike. The value of e-commerce in Thailand has been increasing rapidly in recent years, and has become the must-have business channel for both new e-entrepreneurs and traditional stores. This study looks at a particular market segment and explores how technology acceptance influences online apparel purchasing behavior. A Technology Acceptance Model (TAM) was developed in the apparel industry context by taking into account seven factorsusefulness, ease of use, security, time pressure, hedonic orientation, product involvement, and enjoyment. Online purchasing behavior covers three stages: pre-purchase, purchase, and post-purchase. Multistage random sampling was used to select 386 online consumers; and their responses to a range of questions were collected through a websurvey. Quantitative data were analyzed using descriptive statistic and structural equation modeling (SEM). The result revealed that the technology acceptance level has positively significant influences on consumers’ online purchasing behavior, especially those who have apparel product experience and who enjoy shopping process. The government should develop policies (e.g. e-payment, e-shipment, data security) to increase the number of e-commerce users and to support expansion of the digital

Article Details

How to Cite
Karaveg, C. (2021). Technology acceptance affecting purchasing behavior among online apparel consumers. Interdisciplinary Research Review, 16(4), 16–23. Retrieved from
Research Articles


Electronic Transactions Development Agency, Value of ecommerce Survey In Thailand 2019.

Electronic Transactions Development Agency, Value of ecommerce Thailand 2015.,2015.

N. Singh, M. Yadava, O. Sahu, Consumer acceptance of apparel e-commerce–Ethiopia, Intellectual Economics 10(1) (2016) 55-62.

E. Millan, J. Reynolds, Selfconstruals, symbolic and hedonic preferences, and actual purchase behavior, Journal of Retailing and Consumer Services 21(4) (2014) 550 – 560.

Y. Svetthitikun, P. Supasetsiri, S. Pakdeeronachit, The analysis of factors for e-commerce affects the purchasing behavior of consumers’ fashion apparel, The Journal of Social Communication Innovation 5(1) (2017) 21 – 30.

M. Frasquet, A. Molla´, E. Ruiz, Identifying patterns in channel usage across the search, purchase and post-sales stages of shopping, Electronic Commerce Research and Applications 14(6)(2015) 654 – 665.

M. Mamat, N. Noor, N. M. Noor, Purchase intentions of foreign luxury brand handbags among consumers in Kuala Lumpur, Malaysia, Procedia Economics and Finance 35 (2016) 206 –215.

K. Napompech, Factors driving consumers to purchase clothes through e-commerce in social networks, Journal of Applied Sciences 14(17) (2014) 1936 – 1943.

M. Esfidani, M. Nazari, M. Davijani, Factors influencing social shopping behavior of fashion in Tehran apparel market, Management Science Letters 4(6) (2014) 1201 – 1210.

T. Kongrachata, Marketing mix factors effecting working age adult’s behavior in their purchasing of online in Nonthaburi province, Kasetsart Applied Business Journal 12(16) (2018) 40 – 60.

M. Aghekyan-Simonian, S. Forsythe, W. S. Kwon, V. Chattaraman, The role of product brand image and online store image on perceived risks and online purchase intentions for apparel, Journal of Retailing and Consumer Services 19(3) (2012) 325 – 331.

T. S. Erdil, Effects of customer brand perceptions on store image and purchase intention: An application in apparel clothing, Procedia-Social and Behavioral Sciences 207 (2015) 196 – 205.

S. Chaveesuk, S. Wongjaturapat, Information technology acceptance theory, KMITL Information Technology Journal 1(1) (2012) 1 – 21.

W. M. Lim, D. H. Ting, E-shopping: An analysis of the technology acceptance model, Modern Applied Science 6(4) (2012) 49.

B. Jin, J. Hye Kang, Purchase intention of Chinese consumers toward a US apparel brand: A test of a composite behavior intention model, Journal of Consumer Marketing 28(3) (2011)187 – 199.

E. J. Lee, J. K. Park, Online service personalization for apparel shopping. Journal of Retailing and Consumer Services 16(2) (2009) 83 – 91.

S. Srinarong, A. Pethang, S. Saypradit, Shopping behaviours and service via internet of bachelor degree students in applied science faculty at KMUTNB, in Proceeding of the 9th National Conference on Technical Education, Bangkok, 2016.

S. Karimi, K. N. Papamichail, C. P. Holland, The effect of prior knowledge and decision-making style on the online purchase decision-making process: A typology of consumer shopping behaviour, Decision Support Systems 77 (2015) 137 – 147.

J. Lecinski, Winning the Zero Moment of Truth: ZMOT, (accessed 16 December 2018)

C. H. Park, Online purchase path and conversation dynamics across multiple websites, Journal of Retailing 3(93) (2017) 253 – 265.

F. D. Davis, Perceived usefulness, perceived ease of use, and user acceptance of information technology, MIS Quarterly 13(3) (1989) 319 – 340.

V. Venkatesh, F. D. Davis, A theoretical extension of the technology acceptance model: Four longitudinal field studies, Management science 46(2) (2000) 186 – 204.

V. Venkatesh, M. G. Morris, G. B. Davis, F. D. Davis, User acceptance of information technology: Toward a unified view, MIS Quarterly (2003) 425 – 478.

V. Venkatesh, J. Y. L. Thong, X. Xu, Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology, MIS Quarterly 36(1) (2012) 157 – 178.

C. H. Ho, T. H. Tuan, Integrated unified theory of acceptance and use of technology model to explore the female factors with the intention of online shopping, online shopping behavior, in Proceeding of the Computing and Networking Technology (ICCNT) 2012, pp. 296 – 300.

Y. H. Li, J. W. Huang, Applying theory of perceived risk and technology acceptance model in the online shopping channel, World Academy of Science, Engineering and Technology 53(1) (2009) 919 – 925.

P. W. Liao, J. Y. Hsieh, Using the technology acceptance model to explore online shopping behavior: Online experiences as a moderator, in Proceeding of the Management and Service Science (MASS) 2010, pp. 1 -- 4.

J. Y. Hsieh, P. W. Liao, Antecedents and moderators of online shopping behavior in undergraduate students. Social Behavior and Personality: An International Journal 39(9) (2011) 1271 – 1280.

A. Hajiha, M. Shahriari, N. Vakilian, The role of perceived value on customer E-shopping intention using technology acceptance model,(TAM), in Proceeding of the Industrial Engineering and Engineering Management (IEEM) 2014 1136-1140.

D. Prasertsakul, P. Koottatep, The impacts of online social network and website qualification on the customers’ purchase intention via Deal-of-the-day website in Thailand, Silpakorn University Journal of Social Sciences, Humanities, and Arts 17(2) (2017) 1 – 24.

M. Riek, R. Bohme, T. Moore, Measuring the influence of perceived cybercrime risk on online service avoidance, IEEE Transactions on Dependable and Secure Computing 13(2) (2016) 261 – 273.

M. Rahulan, O. Troynikov, C. Watson, M. Janta, V. Senner, Consumer purchase behaviour of sports compression garments–A study of generation Y and baby boomer cohorts,Procedia Engineering 60 (2013) 163 – 169.

B. Zhang, J. M. Carpenter, D. J. Brosdahl, Shopping orientations and retail format choice among generation Y apparel shoppers, Journal of Textile and Apparel, Technology and Management 7(1) (2011) 1 – 13.

R. Spijkerman, Fashion consumer behaviour impact on the model of last mile urban area emissions, Transportation Research Procedia 12 (2016) 718 – 727.

E. J. Park, E. Y. Kim, V. M. Funches, W. Foxx, Apparel product attributes, web browsing, and e-impulse buying on shopping websites, Journal of Business Research 65(11) (2012) 1583 – 1589.

R. R. Dholakia, Technology and consumption: Understanding consumer choices and behaviors, Springer Science and Business Media, 2012.