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Applying TAM to Study Online Shopping Adoption Among Youth in the Republic of Macedonia

Author

Listed:
  • Kalina Trenevska Blagoeva

    (University Ss. Cyril and Methodius, Faculty of Economics, Republic of Macedonia)

  • Marina Mijoska

    (University Ss. Cyril and Methodius, Faculty of Economics, Republic of Macedonia)

Abstract

The purpose of the paper is to analyze factors that determine online shopping adoption among young people in the Republic of Macedonia. Online shopping is gaining popularity especially among youth in the Republic of Macedonia. It has been recognized in general that youth are strongly representative sample of today’s online population. This especially counts to online shoppers in our country. The proposed research framework is TAM based, extended with relevant constructs that are essential for online shopping– trust, website usability and customer service. They are particularly relevant determinants for the Republic of Macedonia having in mind the size of the market, underdeveloped delivery channels, and inability to use online payment, customs barriers etc. as predominant factors that can influence consumers final decision to shop online. Significance of the factors included in our extended TAM model is tested using regression analysis. From the results, all investigated factors are proven to be significant. For further research, moderating effects of demographic factors can be investigated as may contribute to deeper understanding of consumers’ attitudinal intention to shop online. Also, computer anxiety and web irritation can be observed as factors influencing behavior of online shoppers.

Suggested Citation

  • Kalina Trenevska Blagoeva & Marina Mijoska, 2017. "Applying TAM to Study Online Shopping Adoption Among Youth in the Republic of Macedonia," MIC 2017: Managing the Global Economy; Proceedings of the Joint International Conference, Monastier di Treviso, Italy, 24–27 May 2017,, University of Primorska Press.
    • Handle: RePEc:prp:micp17:543-554
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    References listed on IDEAS

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    2. Sheppard, Blair H & Hartwick, Jon & Warshaw, Paul R, 1988. "The Theory of Reasoned Action: A Meta-analysis of Past Research with Recommendations for Modifications and Future Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(3), pages 325-343, December.
    3. Ha, Sejin & Stoel, Leslie, 2009. "Consumer e-shopping acceptance: Antecedents in a technology acceptance model," Journal of Business Research, Elsevier, vol. 62(5), pages 565-571, May.
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    1. Neelam Akbar & Alam Zeb & Shabir Ahmad, 2017. "The Impact of Brand Rejuvenation on Consumer Purchase Intention: Brand Attitude as Mediator," Global Regional Review, Humanity Only, vol. 2(1), pages 197-210, June.

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