alexa Determinants of Consumer Attitude towards E-Tailing in Indian Retail Sector: A Study on Factors of Technological Acceptance Model (TAM)
E-ISSN: 2223-5833

Arabian Journal of Business and Management Review
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Research Article

Determinants of Consumer Attitude towards E-Tailing in Indian Retail Sector: A Study on Factors of Technological Acceptance Model (TAM)

Altaf Ahmad Dar*1 and Shabir A Bhat2

1School of business Studies, Islamic University of Science and Technology, Awantipora, Srinagar, Jammu & Kashmir, India

2The University of Kashmir, Hazratbal, Srinagar, Jammu & Kashmir, India

*Corresponding Author:
Dr. Altaf Ahmad Dar
School of business Studies
Islamic University of Science and technology
Awantipora Awantipora, Srinagar
Jammu & Kashmir, India
Tel: 9906944718
E-mail: [email protected]

Received Date: July 04, 2016; Accepted Date: November 02, 2016; Published Date: November 09, 2016

Citation: Dar AA, Bhat SA (2016) Determinants of Consumer Attitude towards E-Tailing in Indian Retail Sector: A Study on Factors of Technological Acceptance Model (TAM). Arabian J Bus Manag Review 6:275.

Copyright: © 2016 Dar AA, et al. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.



This research papers studies and investigate the determinants of consumers attitude affecting the E-purchase in retail sector. This current study developed the theoretical model based on Technological acceptance model (TAM) by incorporating the variables such as perceived usefulness, perceived ease of use, compatibility, privacy, security, capability (Self-efficacy) and trust. The study collected the data from a sample of 374 users of E-tailing. The data collection tool was a structured questionnaire. The reliability of the tool was confirmed by Cronbach’s α coefficient which was above the threshold (0.7) for all variables. The data were analyzed by correlation and regression to determine the relationship between dependent variables and independent variables. The results revealed that Perceived Usefulness, Ability to use (Self Efficacy), Relationship building and Trust have a positive effect on use of internet for E-purchase (E-tailing) whereas privacy and security have negative relation with use of internet for E-purchase (E-tailing). However, the value of impact varies slightly from variable to variable. Therefore retailing companies should build and devise trust worthy strategies that would reduce insecurity in consumers and more and more consumers can be attracted to e-purchase.


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