An Extended Technology Acceptance Model (TAM) Perspective on Customer Loyalty in Digitalized Beverage Markets

As the new-style tea beverage industry becomes increasingly digitalized, customer loyalty is no longer shaped only by product quality or brand reputation. Mobile ordering systems, online delivery platforms, and digital service experiences have gradually become routine parts of the purchasing process. However, whether traditional loyalty drivers remain effective in highly standardized digital environments remains unclear. Based on the extended Technology Acceptance Model (TAM), this study examines the effects of perceived value, perceived ease of use, perceived usefulness, firm reputation, and trust on customer loyalty in digitally mediated consumption contexts. A quantitative research method was adopted using survey data collected from 226 consumers with recent digital purchasing experience. The data were analyzed through descriptive statistics, correlation analysis, and multiple linear regression analysis using SPSS. The findings indicate that perceived usefulness and trust have significant positive effects on customer loyalty, whereas perceived value, perceived ease of use, and firm reputation do not show significant influence. The results suggest that consumers in digitally mature markets are more likely to remain loyal when digital services are reliable, efficient, and able to support smooth purchasing experiences rather than relying primarily on brand prestige or basic digital convenience. This study broadens the application of the Technology Acceptance Model (TAM) within digitally driven FMCG consumption and enhances the understanding of how digital platforms influence the development of customer loyalty in high-frequency consumer markets. The findings further suggest that tea beverage brands should place greater emphasis on functional utility and trust-building to strengthen customer retention in increasingly homogeneous digital markets.