TAILIEUCHUNG - Technology acceptance model and the paths to online customer loyalty in an emerging market

The technology acceptance model (TAM) hasbeen well-known for decades. However, the global adoption of the Internet creates new interests in utilizing TAM in e-commerce and the post-consumption intention, especially in emerging markets. | MODEL PRIHVAĆANJA TEHNOLOGIJE I PUTEVI DO ONLINE LOJALNOSTI POTROŠAČA NA TRŽIŠTIMA U RAZVOJU UDK ](597) Prethodno priopćenje Preliminary communication Nguyen Thi Tuyet Mai, M. A. Nham Phong Tuan, Ph. D. Lecturer Faculty of E-commerce, Vietnam University of Commerce Mai Dich, Cau Giay, Hanoi, VIETNAM E-mail: maichoe@ Lecturer, Vice Head of Research and Partnership Development Department Faculty of Business Administration, University of Economics and Business, Vietnam National University E4, 144 Xuan Thuy Road, Cau Giay District, Hanoi, VIETNAM E-mail: tuannp@ Takahashi Yoshi, Ph. D. Lecturer Graduate School for International Development and Cooperation, Hiroshima University 1-5-1 Kagamiyama, Higashi-Hiroshima, 739-8529, JAPAN E-mail: yoshit@ Ključne riječi: model prihvaćanja tehnologije, online kupovina, tržišta u razvoju, lojalnost potrošača SAŽETAK Model prihvaćanja tehnologije (engl. technology acceptance model – TAM) dobro je poznat već desetljećima. Međutim globalno prihvaćanje interneta potiče novo zanimanje za primjenu TAM-a u e-trgovanju i postkupovnoj namjeri, posebice na tržištima u razvoju. Podaci su prikupljeni online anketiranjem 758 potrošača u Vijetnamu. Poseban doprinos rezultata jest u tome što pokazuju da percipirana korisnosti jednostavnost Key words: technology acceptance model, online shopping, emerging markets, customer loyalty ABSTRACT The technology acceptance model (TAM) has been well-known for decades. However, the global adoption of the Internet creates new interests in utilizing TAM in e-commerce and the post-consumption intention, especially in emerging markets. Data was collected from 758 online customers via a web-based survey in Vietnam. Particular contribution of the results is that perceived usefulness, perceived ease of use, fair- TRŽIŠTE TECHNOLOGY ACCEPTANCE MODEL AND THE PATHS TO ONLINE CUSTOMER LOYALTY IN AN EMERGING MARKET ■ Vol. XXV (2013), br. 2, str. 231 - .

• Marketing - Bán hàng
• Journa science
• International journal of financial research
• Technology acceptance model
• Online shopping
• Emerging markets
• Customer loyalty
• Asian social science
• Kaizen practices
• Vietnamese manufacturing companies
• Renovation policy economy
• Market oriented economy
• Knowledge sharing
• Explicit knowledge
• Tacit knowledge
• Service quality
• Retail industry
• Automobile industry
• Data envelopment analysis
• Vietnamese automobile firms
• Beverage enterprises
• Vietnamese food
• Accounting practices
• Multinomial logit model
• Interest rates
• Monetary policy
• Small and medium sized enterprises
• Lean management
• Lean implementing models
• Market segment selection
• Fuzzy QFD
• Fuzzy TOPSIS
• Non farm opportunities
• Economic growth a
• Value at Risk modelling
• Warsaw Stock Exchange
• Realized volatility
• Social feminist theory
• Liberal feminist theory
• Firm performance
• Rural credit
• Poverty reduction
• Poor household
• Northwest of Vietnam
• Developing countries
• Manufacturing sector
• Trade liberalization
• Export aversion
• Macro environment
• International business management
• Family business
• Convenience store chain
• Asymmetric volatility
• EGARCH model
• VAR model
• volatility spillovers
• Exchange rate variations
• Agricutural exports
• Agricutural market
• Behavioral economics
• Generation Y
• Facebook banking
• Retail banking services
• IT infrastructure
• Online trading system
• Input Output analysis
• Green banking
• Green financing
• SERVPERF model
• Customer satisfaction
• Gini decomposition
• Off farm income
• Ethnic minorities
• Northwest region
• Transitional economy
• Improve employee productivity
• Human resource management
• Environmental performance
• Pollution reduction
• Environmental management system
• Government environmental certificate