APPLICATION OF TECHNOLOGY ACCEPTANCE MODEL ON CONSUMERS ADOPTION OF ONLINE APPS

Abstract

Purpose: The purpose of this research study is basically to identify the factors which can enable the consumers into adapting or buying any particularly new technology, in this case, online applications use for shopping purposes in Pakistan. Methodology & Design: The research design adopted for this particular study is mainly quantitative research design. The research aims to develop a cause and effect relationship between the variables under scrutiny as per the framework ofthis research. In this case, the research design is of experimental nature, where the researcher is focused upon determining the cause and effect relation between the variables. Findings: The Impact between dependent variable that is Pakistani Consumers’ Intention to Buy or Adapt Online Applications and independent variables that are User Friendly Interface, Attractive Features, Efficiency ofApplications, Experience ofthe user are found to be significant. Limitations: There is a wide scope of variables to discover with reference to the Technology Acceptance Model. But this research had its own limitations and could not really shed light on all the variables in order to gauge the full effectiveness of the newly introduced technology and its acceptance by the consumers.