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

Author

Listed:
  • Nguyen Thi Tuyet Mai

    (Faculty of E-commerce, Vietnam University of Commerce)

  • Takahashi Yoshi

    (Graduate School for International Development and Cooperation, Hiroshima University)

  • Nham Phong Tuan

    (Faculty of Business Administration, University of Economics and Business, Vietnam National University)

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, fairness, trust and the quality of the customer interface have direct or indirect impacts on customer satisfaction and customer loyalty. Moreover, in emerging markets, trust was outlined as the strongest factor contributing to customer satisfaction and leading to customer loyalty.

Suggested Citation

  • Nguyen Thi Tuyet Mai & Takahashi Yoshi & Nham Phong Tuan, 2013. "Technology acceptance model and the paths to online customer loyalty in an emerging market," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 25(2), pages 231-248.
    • Handle: RePEc:zag:market:v:25:y:2013:i:2:p:231-248
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    References listed on IDEAS

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    Cited by:

    1. Prentice, Catherine & Nguyen, Mai, 2020. "Engaging and retaining customers with AI and employee service," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).

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