Unified Theory Of Acceptance And Use Of Technology (UTAUT)

Among the attributes per factor, privacy, trust, and information presentation had the highest positive perception for consumers. This means that businesses should put premium on these attributes to increase the online shopping intention of consumers.

Unified Theory of Acceptance and Use of Technology (UTAUT) Technology Acceptance Model (TAM) argues that a person’s acceptance or adoption of a technology is influenced by attitude, perceived usefulness and perceived ease of use (Davis et al. as cited by Lim et al., 2016). Theory of Reasoned Action (TRA), on the other hand, emphasize the effect of attitude toward behavioral intention (Lim et al., 2016). These are only two of the theories where the Unified Theory of Acceptance and Use of Technology (UTAUT) originated. UTAUT is a combination of eight theoretical models, namely Theory of Reasoned Action (TRA), Technology Acceptance Model
The difference in study settings produced completely different results. A few researchers also conducted a study about online shopping experience and shopping motivations (Pappas et al., 2017; Trevinal & Stenger, 2014; Khare, 2016; Samuel et al., 2015; Clemes et al., 2014). Trevinal & Stenger (2014) defines online shopping experience as “a complex experience lived by the consumers when they shop online, in both online and offline contexts.” Pappas et al. (2017) found that the two are reliable predictors of online shopping intention. Another research gap in previous studies lie in the selection of their samples. Usually, the samples in online shopping studies are selected through convenience sampling (Pavur et al., 2016; Pandey & Chawla, 2014). Using random sampling techniques will garner generalizable