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The future of TV-shopping: predicting user purchase intention through an extended technology acceptance model

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  • Rodríguez-López, María Eugenia
  • Higueras-Castillo, Elena
  • Rojas-Lamorena, Álvaro J.
  • Alcántara-Pilar, Juan Miguel

Abstract

The shoppable TV, which allows the purchase of products appearing in TV programmes directly, is a digital trend that is not implemented in most markets, but companies such as Amazon and NBC Universal have proposed the first sales systems. The aim of this research is to forecast the adoption intention of this technology by applying the Technology Acceptance Model. Structural equation modelling (PLS-SEM) has been applied to a sample of 283 participants. The results indicate that shopping enjoyment is particularly important in generating attitudes toward this type of consumption, and this increases the intention to use Shoppable TV.

Suggested Citation

  • Rodríguez-López, María Eugenia & Higueras-Castillo, Elena & Rojas-Lamorena, Álvaro J. & Alcántara-Pilar, Juan Miguel, 2024. "The future of TV-shopping: predicting user purchase intention through an extended technology acceptance model," Technological Forecasting and Social Change, Elsevier, vol. 198(C).
    • Handle: RePEc:eee:tefoso:v:198:y:2024:i:c:s0040162523006716
    DOI: 10.1016/j.techfore.2023.122986
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