Factors affecting the decision to buy clothes online of people in bien hoa city, 2023

THE STATE BANK OF

MINISTRY OF EDUCATION

VIET NAM

AND TRAINING

BANKING UNIVERSITY OF HO CHI MINH CITY
-----------------------------

HONG THIEN PHUC

FACTORS AFFECTING THE DECISION TO BUY
CLOTHES ONLINE OF PEOPLE IN BIEN HOA CITY

GRADUATION REPORT
Major: BUSINESS ADMINISTRATION
Code: 7 34 01 01

Ho Chi Minh City, 2023

Tai ngay!!! Ban co the xoa dong chu nay!!!


THE STATE BANK OF

MINISTRY OF EDUCATION

VIET NAM

AND TRAINING

BANKING UNIVERSITY OF HO CHI MINH CITY

----------------------------Student’s name: Hong Thien Phuc
Class: HQ7 – GE13
Student’s number: 050607190391

FACTORS AFFECTING THE DECISION TO BUY
CLOTHES ONLINE OF PEOPLE IN BIEN HOA CITY

GRADUATION REPORT
Major: BUSINESS ADMINISTRATION
Code: 7 34 01 01
SUPERVISOR
Dang Truong Thanh Nhan, PhD.

Ho Chi Minh City, 202


i

Promise
This thesis is the author‘s own research work. The results of the research are
honest as there are no previously published contents or content made by others
except for the full citations in the thesis.

Bien Hoa City, June 2023
Signature

Hong Thien Phuc


ii

Acknowledgement
In order to complete this graduation thesis, in addition to my own efforts, I
have received the attention and dedicated help of many people. Therefore, I would
like to express my sincere gratitude to the teachers who are working and teaching at
The Banking University of Ho Chi Minh City has taught me a lot of useful
knowledge and experiences during my time studying at the school, especially the
teachers of the Faculty of Business Administration.
And most of all, I would like to express my gratitude and sincere thanks to
Dr. Dang Truong Thanh Nhan, the direct supervisor of the thesis, who
wholeheartedly guided and guided me to find a research direction and approach.
Thanks to the help of the supervisor, I was able to finish my graduation thesis.
Moreover, I would also like to thank to my friends, relatives – who have
helped and supported me in the process of researching and collecting data for this
topic. At the same time, I also sincerely thanks the authors who have studied
relative topics before so that I have a complete and useful source of materials for
the implementation of the thesis.
Due to the limitation of time, manpower and lack of knowledge, this
graduation thesis can not avoid shortcomings and mistakes. I look forward to
receiving suggestions from teachers as well as contributions from readers.
I

sincerely

appreciate!

iii

Abstract
With the changing of technology, shopping in general and shopping for
clothes in particular has changed. As e-commerce is growing fast, traditional
shopping already has the participation and involvement of technology. Moreover,
the outbreak of the COVID-19 epidemic has contributed to the promotion of online
shopping. After months of lockdown in Vietnam, the demands for fashion and
meetings have gone up since then. Therefore, this thesis with the topic ―Factors
affecting the decision to shop for clothes online of people in Bien Hoa City‖ is
conducted in order to identify the decision to buy apparels online within the city.
Thus, the thesis proposes managerial implications so that e-commerce platforms,
businessess and following studies can use this thesis as a reference.
Qualititative research is used as the main research method. From the
previous theories and related researches, the author has mainly based on the Theory
of Reasoned Action – TRA and the Theory of Planned Behavior – TPB as well as
models of other researches to build a proposed model consisting of 7 hypotheses
including Product Design/ Style, Product Quality, Price, Convenience, Social
Influence, Brand Image and Perceived Risk. After conducting qualitative research
by giving the questionnaire to the supervisor and other 14 people who are close to
the author, an official scale and questionnaire with the totals of 28 observed
variables have been built. Quantitative research is conducted based on the analysis
of collected data through questionnaires with 200 research samples on SPSS 20.0
software. Research results show that all 7 hypotheses have impacts on consumers‘
online shopping decision for clothes in Bien Hoa City.
Based on the analysis results, the author has proposed several managerial
implications for each factors in descending order: Product Quality, Product Design/
Style, Convenience, Perceived Risk, Price, Brand Image and Social Influence.

iv

TABLE OF CONTENTS
Promise ....................................................................................................................... i
Acknowledgement .................................................................................................... ii
Abstract .................................................................................................................... iii
LIST OF MODELS ............................................................................................... viii

CHAPTER 1: INTRODUCTION TO THE RESEARCH TOPIC .....................1
1.1. Introduction ..................................................................................................1
1.2. The necessity of the topic ............................................................................2
1.3. Research‘s objectives ...................................................................................3
1.3.1. Overall objective ...................................................................................3
1.3.2. Detail objectives ....................................................................................3
1.4. Research questions .......................................................................................3
1.5. Subject and scope of research ......................................................................4
1.5.1. Research subject ....................................................................................4
1.5.2. Research scope ......................................................................................4
1.6. Research method ..........................................................................................4
1.6.1. Research methods ..................................................................................4
1.6.2. Research process ...................................................................................4

1.7. Contribution of the topic ..............................................................................5
1.7.1. Theoretical contribution ........................................................................5
1.7.2. Practical contribution ............................................................................6
1.8. Research layout ............................................................................................6
CHAPTER 2: LITERATURE REVIEW ..............................................................8

v

2.1. Theories of consumers‘ online shopping behaviors and
decisions ..............................................................................................................8
2.1.1. Consumer behavior ...............................................................................8
2.1.2. Buying decision .....................................................................................8
2.1.3. Online shopping behavior .....................................................................9
2.1.4. Online shopping decision ....................................................................10
2.2. Theoretical models .....................................................................................10
2.2.1. Theory of Reasoned Action (TRA) .....................................................10
2.2.2. Theory of Planned Behavior (TPB) ....................................................12
2.2.3. Technology Acceptance Model (TAM) ..............................................13
2.2.1. C-TAM-TPB Model ............................................................................14
2.2.2. The Unified Theory of Acceptance and Use of
Technology (UTAUT) ..................................................................................16
2.3. Related studies ...........................................................................................17
2.3.1. Domestic Research ..............................................................................17
2.3.2. Foreign research ..................................................................................21
2.4. Research hypothesis and model .................................................................26
2.4.1. Research hypothesis ............................................................................26
2.4.2. Proposed research model .....................................................................31
CHAPTER 3: RESEARCH METHOD ...............................................................33
3.1. Research process ........................................................................................33
3.2. Research method ........................................................................................34
3.2.1. Building a scale for the factors in the model.......................................34
3.2.2. Data collection method........................................................................36


vi

3.2.3. Preliminary interview ..........................................................................37
3.2.4. Data processing and analysis method .................................................37
CHAPTER 4: RESEARCH RESULTS AND DISCUSSION ............................43
4.1. Survey sample characteristics ....................................................................43
4.2. Research results .........................................................................................44
4.2.1. Evaluate the reliability of the scale and factor
analysis ..........................................................................................................44
4.2.2. Pearson‘s correlation coefficient test ..................................................50
4.2.3. Regression analysis .............................................................................51
4.2.4. Discuss the result of regression analysis .............................................53
4.2.5. T-Test Method .....................................................................................55
4.2.6. Discussion ...........................................................................................57

CHAPTER 5: CONCLUSION AND MANAGEMENT IMPLICATIONS .....59
5.1. Conclusion .................................................................................................59
5.2. Managerial Implications ............................................................................60
5.2.1. Product Design/ Style ..........................................................................60
5.2.2. Product Quality ...................................................................................60
5.2.3. Price .....................................................................................................61
5.2.4. Convenience ........................................................................................61
5.2.5. Social Influence ...................................................................................62
5.2.6. Brand Image ........................................................................................62
5.2.7. Perceived Risk .....................................................................................62
5.3. Limitations of the thesis and future research directions ............................63
5.3.1. Limitations of the thesis ......................................................................63


vii

5.3.2. Future research directions ...................................................................63

REFERENCES ........................................................................................................64
APPENDIX 1 ...........................................................................................................72
APPENDIX 2 ...........................................................................................................76


viii

LIST OF MODELS
Model 2.1: The basic Theory of Reasoned Action ...................................................11
Model 2.2: The theory of Planned Behavor ..............................................................12
Model 2.3. Technology Acceptance Model ..............................................................13
Model 2.4: Model of C-TAM-TPB ...........................................................................15
Model 2.5. The Unified theory of Acceptance and Use of Technology ...................16
Model 2.6: Model of studying online shopping intenion ..........................................18
Model 2.7: Model of studying the risks of consumers buying fashion online ..........19
Model 2.8: Model of factors affecting online shopping decisions of consumers in
Ho Chi Minh City......................................................................................................20
Model 2.9: Model of studying online purchasing decision .......................................21
Model 2.10: Model of determinant faactors of e-commerce purchase decision in
Jakarta and Tagerang .................................................................................................22
Model 2.11: Model of the affecting factors on online clothing purchase .................23
Table 2.1: Summary of previous studies ...................................................................25
Model 2.12: Research model of factors affecting the decision to buy clothes online
of Bien Hoa citizens ..................................................................................................31
Process 3.1: Research process ...................................................................................33
Table 3.1: Table of factors and observed variables ..................................................34

Table 3.2: Table of requaired sample size corresponding to the factor loading value .
........................................................................................................................40
Table 4.1: Survey sample characteristics ..................................................................43

Table 4.2: Cronbach‘s Alpha reliability test .............................................................45
Table 4.3: Factor analysis with independent variables .............................................47
Table 4.4: Factor analysis with dependent variables ................................................49


ix

Table 4.5: Results of Pearson's test of the relationship between the dependent
variable and the independent variable .......................................................................51
Table 4.6: Regression model summary .....................................................................51
Table 4.7: ANOVA TEST.........................................................................................52
Table 4.8: Regression Coefficients ...........................................................................53
Table 4.6: Multi-variable regression result ...............................................................54
Table 4.7: Differences in online shopping decisions by gender ...............................55
Table 4.8: Differences in online shopping decisions by age ....................................56
Table 4.9: Differences in online shopping decisions by income ..............................57


1

CHAPTER 1: INTRODUCTION TO THE RESEARCH TOPIC
1.1. Introduction
Clothing is one of the basic needs of human. People wear different clothes
for different ocasssions, from daily comfortable clothes to formal clothes according
to their needs. Clothes have many functions such as protection from the polluted
environment, providing a shield agains heat or cold and possible toxic materials as
well as improve the ease of the wearer in doing their daily activities. Besides its
functionality, clothing is the way to show the taste, character and style of the owner
to the world. A traditional way is to shop at retail shops or boutiques to get their
clothing. With the development of technology and the Internet, all kinds of

products are available for purchase online which became a new way of shopping
for people across the world (Purwaningtyas, A., & Rahadi, R. A., 2021).
In the present 4.0 era, human necessities can be easily found and purchased
online. Digitization has benefitted consumers by providing better quality products
and personalized options. This illustrates that online shopping has replaced
traditional shopping (Warrier et al., 2021). Moreover, over the last century, the
world has been frequently affected by pandemics such as the Spanish Flu (1918 –
1919), the Asian Flu (1957 – 1958), the Hong Kong Flu (1968), SARS (2002 –
2003), the Swine Flu (2009 – 2010) and the most recent one is COVID-19
pandemic at the beginning of 2020. Most countries had restricted social life and
some even imposed partial or comlpete lockdown upon their citizens in order to
control the rapid spread of the virus. Most retail stores and services had to stop
their operations during the lockdown. As a result, online shopping has become the
only means for many consumers to satisfy their consumption needs safely (Koch et
al., 2020).
With the popular of online shopping and the reduction of the COVID-19
pandemic, the demand for clothes and meetings has also gradually recovered and
increased. Therefore, author decided to study about ―Factors affecting the decision


2

to buy clothes online of people in Bien Hoa City‖ in order to identify the factors
driving Bien Hoa consumers to buy clothes and to meet their needs.
1.2. The necessity of the topic
Undeniably, the biggest benefit that online shopping brings is cost saving
and transaction facilitation. Transactions by electronic gadgets are faster than
traditional ones. For example, sending faxes or e-mails reaches the recipient faster
than sending a letter. Transactions over the Internet are very cheap, a business can
send marketing letters, offers to a large number of customers with just the same cost

as sending to one customer (Minh, L. Q. T., 2017). Therefore, in order to compete
in extremely competitive marketplaces, many businesses have started using the
internet to reduce their marketing expenses and, as a result, lower the price of their
goods and services. Also, businesses utilize the internet to transmit, communicate,
and disseminate information in order to market their products, get clients‘ feedback,
and conduct customer surveys. Consumers utilize the internet to evaluate costs,
product characteristics, and the availability of after-sale services from various
retailers in addition to making online purchases. With online shopping, the parties
can conduct transactions from a very long distance, between the city and the
countryside, from one country to another, or in the words, not limited by
geographical space. This allows businesses and consumers to save travel costs,
meeting time while buying and selling. Moreover, for consumers, they can sit at
home to order and shop for a variety of goods and services with quick payment
(Minh, L. Q. T., 2017). However, there are still a lot of stores or businesses that
struggle to connect with customers. Besides, the results showed that perceived risk
elements have negative effect on purchase intention, with functional risk having the
greatest influence, followed by financial risk and psychological risk (Huong, P. T.
L., 2014). According to Phillip Kotler, research on consumer behavior is an
important task and has great influence on the marketing decision process of
business. Thus, correctly assessing and predicting consumer behavior will help e-


3

commerce business have the right business strategties in and increasingly
competitive environment.

Although there are many studies aiming to identify and evaluate the factors
affecting the decision to buy clothes of consumers, only a few research has been
conducted within the range of Bien Hoa City. Moreover, the data of the previous

researches is still old, they have not updated the economic situation after the
breakout of COVID-19. Therefore, this research is considered to be new in context
and research object.
1.3. Research’s objectives
1.3.1. Overall objective
The main goal is to identify and evaluate the elements influencing Bien Hoa
City residents' online clothing purchasing choices then make suggestions for ways
to help e-commerce platforms, people, or online businesses expand their types of
consumers in Bien Hoa City.
1.3.2. Detail objectives
-

Identify factors affecting the decision to buy clothes online of Bien Hoa
citizens.

-

Evaluate the level of impact of the identified factors on shopping clothes
online decision of people in Bien Hoa City.

-

Propose managerial implcations for the enhancement of the marketing of
companies or individuals doing online businesses.

1.4. Research questions
The following questions must be answered in order to deal with the research's
objectives:
-

What factors influence people in Bien Hoa City's decision to shop for clothes
online?


4

-

Which level do the factors affect on the decision to buy clothes online of
Bien Hoa citizens?

-

What tactics can e-marketplaces, online entrepreneurs, and enterprises use to
improve their clothes sales?

1.5. Subject and scope of research
1.5.1. Research subject
The goal of the study is to identify the variables that influence consumers in
Bien Hoa City's decision to shop for clothes online.
1.5.2. Research scope
Bien Hoa City residents will be surveyed, and the study's scope is limited to
the city. The survey is expected to be given to 200 Bien Hoa City citizens, and the
results will be collected on April 30, 2023.
1.6. Research method
1.6.1. Research methods
The study uses both qualitative and quantitative research methods.
-

Qualitative research method: qualitative research aims to collect a certain

understanding of the factors affecting the decision to buy clothes online of
consumers in Bien Hoa City.

-

Quantitative method: empirical investigation through a survey of people in
Bien Hoa City and using SPSS 20 software to analyze the results to provide
solutions and recommendations on the factors affecting the decision to buy
clothes online of consumers in Bien Hoa City.

1.6.2. Research process
Process 1: Work schedule


5

Identify research goals
Learn about previous researches on the chosen
research topic
Design work schedule
Calculate the amount of data that will be gathered.
Learn about earlier researches
Design research model
Collect data
Processing, analyzing and interpreting data
Conclusion and suggested solutions
(Source: Collected by author)
1.7. Contribution of the topic
1.7.1. Theoretical contribution
The research is conducted based on the classic theories of consumer

behavior and the previous related studies. While there have not been many studies
about the factors that effect the decision to shop online of Bien Hoa citizens,
espicially in buying clothes online. The research is hoped to have contribution to
the following studies as the author has collected and refered from many theories
and previous studies as well as this study is new in terms of context and research
object. The study uses new data, which was updated after the post-COVID 19
economic downturn. This study also helps readers to know and understand the
theories of online shopping in general and online clothing shopping in particular.
The research model of factors affecting the decision to buy clothes online of Bien
Hoa consumers have many variables. Therefore, this study can be used as a basis
for further studies.


6

1.7.2. Practical contribution
Currently, online shopping in general and online shopping for fashion items
in particular is becoming more and more popular, especially after the breakout of
COVID-19 pandemic. As a result, more and more individuals and organizations
have developed online business. This study is expected to help businesses and
idividuals understand the buying psychology and the fashion buying trend of people
in Bien Hoa City. The study indentified 7 factors influencing the decision to buy
clothes online of Bien Hoa citizens. Accodring to the results, the impacts of these
factors are nearly the same as the previous studies. The author also proposed some
managerial implications according to the results. Therefore, many manufacturers/
retailers can study more about the way Bien Hoa citizens think when they buy
fashion apparels online and improve their selling process as well as marketing
strategies to attract more customers in Bien Hoa City.
1.8. Research layout
CHAPTER 1: INTRODUCTION TO RESEARCH TOPIC

1.1. Introduction
1.2. The necessity of the topic
1.3. Research‘s objectives
1.4. Research questions
1.5. Subject and scope of research
1.6. Research Method
1.7. Contribution of the Topic
1.8. Research layout
CHAPTER 2: LITERATURE REVIEW
2.1. Theories of consumers‘ online shopping behaviors and buying decisions
2.2. Theoretical models
2.3. Related studies
2.4. Research hypothesis and model
CHAPTER 3: RESEARCH METHOD


7

3.1. Research process
3.2. Research method
CHAPTER 4: RESEARCH RESULTS AND
DISCUSSIONS
4.1. Survey sample characteristics
4.2. Research results
CHAPTER 5: CONCLUSIONS AND MANAGERIAL
IMPLICATIONS
5.1. Conclusions
5.2. Managerial Implications
5.3. Limitations of the thesis and future research directions

8

CHAPTER 2: LITERATURE REVIEW
2.1. Theories of consumers’ online shopping behaviors and decisions
2.1.1. Consumer behavior
Consumers are those who purchase and use goods or services to meet their
needs. They are the ones who spend money and make selections about what to buy
from suppliers. Customers can be either individuals or organizations, and they are
easily influenced by a wide range of factors such as price, product quality, brand,
promotion, and user reviews. The role of customers is crucial in a market economy
since they are the ones who decide what to buy and how successful businesses are.
―Consumer behavior is the study of how individuals, groups and
organizations select, purchase, use, and dispose of goods, services, ideas and
experiences to satisfy needs and their wishes‖ (Kotler et al., 2006)
Consumer behavior is defined as the decision-making process and actual
actions of individuals when evaluating, purchasing, using or disposing of goods and
services (Loudon, D. L., & Bitta, A. J. D., 1979).
Similarly, "consumer behavior is the totality of actions that consumers show
in the process of product exchange, including: investigation, purchase, use, evaluate
and dispose of products and services to satisfy their needs‖ (Schiffman, L. G., &
Kanuk, L., L., 2010).
In summary, the term consumer behavior can be defined as behaviors of
individuals (consumers) that are directly related to the process including: search,
evaluation, selection, use and disposal of goods and services. In other words,
consumer behavior is the decision-making process and actions of people involved
in the purchase and use of a product.
2.1.2. Buying decision
Buying decision is a process of making a purchase decision which includes
determining what to buy or not to buy and the decision is obtained from previous

activities. Shopping decision is a problem-solving process which consists of


9

analyzing or recognizing needs and wants, seeking information, selecting sources
and selecting alternatives purchases by considering the type of product, product
form, brand, quantity, seller and time of payment (Ridwan, M., 2022).
Customers will frequently survey their surroundings and acquire relavant
information to help them assess their options and come to a reasonable ―buying
decision‖ that satisfies their needs and goals. Making a purchasing decision is
sometimes a complicated process for consumers, who must rely on the
informations they have about products, services, brands and personal experiences.
2.1.3. Online shopping behavior
Online shopping can be defined as the process of purchasing goods and
services over the Internet (Mastercard Worldwide Insights, 2008). Alternatively,
online shopping can be considered as an exchange of time, effort and money for
receiving products or services (Chiu et al., 2009).
Online shopping is a transaction made by a consumer through a computerbased interface by which the consumer's computer is connected and can interact with
the retailer's digital stores through over a computer network (Haubl and Trifts,
2000).
Motivations of consumers to engage in online shopping include both utilitarian and
hedonic dimensions. Whereas some Internet shoppers can be described as ―problem
solvers‖, others can be termed seeking for ―fun, fantasy, arousal, sensory
stimulation, and enjoyment‖ (Hirschman and Holbrook, 1982). The problem solvers
merely shop online in order to acquire a specific product or service, in which case
shopping is considered to be ―an errand‖ or ―work‖ (Babin et al., 1994). Their main
concern is to purchase products in an efficient and timely manner to achieve their
goals with a minimum of irritation. In contrast, the second category sees online
shopping as ―enjoyment‖ and seeks for the potential entertainment resulting from the

fun and play arising from the Internet shopping experience (Holbrook, 1994).
Moreover, Monsuwe et al. (2004) noted that there are more benefits from online


10

shopping than traditional shopping. The Internet makes it simple to gather
information; doing so does not take up a lot of the user's time or effort.
2.1.4. Online shopping decision
Online shopping decision is the final choice from two or more alternatives
offered; is the behavior and the outcome of evaluating options for information
sources related to goods and services to be purchased (Kotler, P., 2006).
The decision to shop online is the result of a comparision between the
perceived risks and perceived benefits. Therefore, perceived risks and perceived
benefits play a role in online purchase decisions. Particularly, if perceived benefits
have positive impact on buyers, perceived risks is a barrier to customers‘ online
shopping decisions. (Yan & Dai, 2009)
2.2. Theoretical models
2.2.1. Theory of Reasoned Action (TRA)
The Theory of Reasoned Action (TRA) was developed by Fishbein and Ajzen
in 1975. The theory assumes that an idividual‘s attitude toward a behavior and the
effect of subjective norms around the performance of the behavior are what
determine an individual‘s intention leading to a behaivor. In another way, behavioral
intention is influenced by attitude and subjective norms.
According to The Theory of Reasoned Action (TRA), behavioral bias is a
component of attitudes toward behavior and partially subjective norms. The theory is
concerned with consumer behavior as well as identifying their behavioral tendency.
Instead of focusing on the consumer attitudes towards products or services,
this model predicts and explains the intention to perform behavior by attitudes
towards

consumer

behavior

(Karami,

M.,

2006).


11

Model 2.1: The basic Theory of Reasoned Action

Belief
strength
Outcome
evaluation

Attitude
Behavioral
intention

Normative
belief
Motivation
to comply

Behavior

Subjective
norm

Source: Fishbein &. Ajzen, 1975, Belief, Attitude, Intention, and Behaviour: An
introduction to theory and research. Reading, MA: Addison-Wesley
In general, The Theory of Reasoned Action (TRA) showed how the
relationship between attitudes, subjectives norms and behavioral intention affect the
behavior of people. Although the application of the TRA theory is quite wide in
many different fields, it still has limitations that need to be adjusted and revised
continuously. In particular, according to Ajzen, the implementation of the intended
behavior is uncertain.
The biggest limitation of this theory comes from the assumption that
behavior is under the control of the will. In fact, engaging in a behavior is not
always the result of an earlier intention. Moreover, attitude and behavior are not
always connected by intentions, especially when engaging in a behavior does not
involve a lot of mental work. Therefore, only pre-intentioned behavior is applied by
this theory. This hypothesis can not account for unconscious behavior, habitual
activities, etc.


12

2.2.2. Theory of Planned Behavior (TPB)
The Theory of Planned Behavior is a theory that expresses the relationship
between beliefs and someone‘s behavior, in which beliefs are divided into three
types: behavioral beliefs, normative beliefs and beliefs believe in self-control.
This theory, initiated by Icek Ajzen in 1991, aims to improve the
predictability of the The Theory of Reasoned Action (TRA) by adding to the

cognitive factor model of behavioral control, which offers many advantages in
predicting and explaining an idividual‘s behavior in a given situation. It is
considered one of the most widely cited and applied theory of behavioral theories
(Cooke & Sheeran, 2004). The theory was created to overcome the limitation of the
previous theory that human behavior was entirely controlled by reasons.
The theory is applied in many fields such as advertising, public relations,
adviertising campaigns, health, sports, etc.

Attitudes
Subjective
Norms

Intention

Behavior

Perceived
Behavioral
Control
Model 2.2: The theory of Planned Behavor
Source: Ajzen, 1991, "The theory of planned behavior", Organizational Behavior
and Human Decision Processes, 179–211
In the same research content and context, the TPB model is thought to be
superior to the TRA model for predicting and explaining consumer behavior. By
adding a cognitive component that controls behavior, the TPB model overcomes the
drawbacks of TRA model. Several studies have revealed that TPB is more accurate
than the theory of reasoned action at predicting health-related behavioral intentions.


13

TPB has enhanced intention predictability across a range of health-related domains,
including leisure, exercise, food, etc.
The TPB model has some limitations in predicting behavior (Werner, 2004).
The first drawback is that attitudes, subjective norms and perceived behavioral
control are not the only factors that influence intention (Ajzen, 1991). There could
be additional reasons affecting the behavior. Only 40% of behavioral variability can
be explained by TPB, according to empirical research (Ajzen 1991; Werner 2004).
2.2.3. Technology Acceptance Model (TAM)
The Technology Acceptance Model (Davis, 1989; Davis, Bagozzi, &
Warshaw, 1989) evolved from the Theories of Reasoned Action and Planned
Behavior. This original inception of the Technology Acceptance Model stated that
the goal of this theory was to ―provide an explanation of the determinants of
computer acceptance that is general, capable of explaining user behavior across a
broad range of end-user computing technologies and user populations, while at the
same time being both parsimonious and theoretically justified‖ (Davis et al. 1989, p.
985). The use of the Technology Acceptance Model has since been expanded to
include various other technologies beyond computers, including use of telemedicine
services (Kamal, Shafiq, & Kakira, 2020), digital technologies for teachers (Schere,
Siddiq, & Tondeur, 2019), phone apps (Min, So, & Jeong, 2019), and e-learning
platforms for students (Sukendro et al., 2020)

Perceived
Usefulness
Intentions

Behavior

Perceived Ease
of Use

Model 2.3. Technology Acceptance Model
Source: Davis et al., 1989


14

TAM‘s main goal was to shed light on the processes underpinning the
acceptance of technology in order to forecast behavior and offer a theoretical
justification for the successful application of technology. The practical goal of TAM
was to educate practitioners about possible precautions they may take before putting
systems into place
2.2.1. C-TAM-TPB Model
Taylor & Todd proposed the C-TAM-TPB combination model in 1995. With
the addition of ―Subjective Norm‖ and ―Perceived Behavioral Control‖ to the TAM
model, Taylor & Todd have created this model. As a result, The C-TAM-TPB
model has 3 main factors affecting the intention to use which are: 1) attitude, 2)
subjective norm and 3) perceived behavioral control. The two factors ―perceived
usefulness‖ and ―perceived ease of use‖ have an impact on the variable ―attitude‖,
and ―perceived usefulness‖ also influences intention to use. According to research,
The Theory of Planned Behavior (TPB) and the addition of components to TAM
will produce a model which is suitable for describing how information technology
products are used.