EXAMINING CONSUMERS' E-TRANSACTION BEHAVIOUR ADOPTION: AN EXPLORATORY STUDY
This study draws upon the Theory of Planned Behaviour and technology innovativeness literature in determining impact of consumers' personal attitudes, social influence, perceived behavioural control and technology innovativeness on consumers' intention to adopt electronic transaction behaviour, in particular, retail travel service purchases via the Internet. Preliminary findings reveal that respondents generally have positive attitudes towards carrying out online travel transaction behaviour and have the necessary control over potential transaction of online travel services. Technology innovativeness also reveals a significant impact on their intention adoption. Social influence however, does not affect consumers' acceptance of Internet transaction behaviour hence supportingpreviouss research.
KEYWORDS: theory of planned behavior, technology innovativeness, consumer, electronic transactions, travel services
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e-ISSN : 2289-8115 ISSN : 1985-7012