MEASURING PROPENSITY OF ONLINE PURCHASE BY USING THE TAM MODEL: EVIDENCE FROM ITALIAN UNIVERSITY STUDENTS
Maria CORDENTE-RODRIGUEZ
maria.cordente@uclm.esFaculty of Social Science, University of Castilla-La Mancha, Los Alfares Avenue 44, 16071 Cuenca (Spain)
Simone SPLENDIANI
Department of Economics, University of Perugia, Pascoli Street 20, 06123 Perugia (Italy)
Patrizia SILVESTRELLI
Department of Economics, University of Macerata, S. Vincenzo Maria Strambi Square 1, 62100 Macerata (Italy)
Abstract
This study aims to investigate the dynamics of online purchasing behavior through the analysis of a sample of students from Italy. The objective is twofold: firstly, to outline a descriptive picture of the type of relationship with the web and the use of the TAM model to highlight the propensity to use electronic commerce by the analyzed sample. An interesting evidence is the prevalence of using the Internet for social activities rather than for purchases. In fact, the propensity to purchase online is still very limited and mainly concerns cultural and tourist services rather than physical products. Mobile devices are the main devices for connecting students to the Web and, consequently, the most used for purchasing online.
Keywords:
e-commerce, online purchase, TAM model, Italian university studentsReferences
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Authors
Maria CORDENTE-RODRIGUEZmaria.cordente@uclm.es
Faculty of Social Science, University of Castilla-La Mancha, Los Alfares Avenue 44, 16071 Cuenca Spain
Authors
Simone SPLENDIANIDepartment of Economics, University of Perugia, Pascoli Street 20, 06123 Perugia Italy
Authors
Patrizia SILVESTRELLIDepartment of Economics, University of Macerata, S. Vincenzo Maria Strambi Square 1, 62100 Macerata Italy
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