The Role of TAM and E-WOM on customer purchase intention in E-Commerce which is influenced by trust

Abstract

Technology has provided convenience in shopping, this is proven by the existence of E-Commerce circulating in the community. With the presence of E-Commerce, it can improve the community's economy, because it has helped various business fields to be reached remotely. This research studies the Technology Acceptance Model and Electronic Word of Mouth on the level of trust and its role with customer purchase intentions. The Technology Acceptance Model discusses Perceived Usefulness, Perceived ease of use, Attitude toward using technology, Behavioral intention to use, and Actual technology use for E-Commerce applications. Electronic Word of Mouth can be assessed from users, comments/reviews, and ratings. In this study using a quantitative approach by collecting respondent data. The results of this study indicate that the Technology Acceptance Model has a positive and significant effect on beliefs and purchase intentions. Furthermore, Electronic Word of Mouth has a positive and significant effect on consumer confidence, but a negative and insignificant effect on customer purchase intentions.