Why Do Consumers Prefer Online Shopping? An Investigation from the Lens of the Technology Acceptance Model

In recent years, the number of online consumers has increased significantly, with individuals dedicating substantial time to online shopping. Familiarity with online platforms has grown, and consumer behaviour has undergone considerable changes over the past two decades. The objective of the present study is to analyse consumer behavioural patterns and identify the factors influencing their current online shopping behaviour. A quantitative research method was employed, involving a sample of 300 respondents. A structured, self-administered research instrument was utilised to predict online consumer behaviour through the technology acceptance model using structural equation modelling. The results indicate that perceived usefulness, perceived ease of use and personal innovativeness significantly influence consumer attitudes, ultimately leading to the utilisation of online platforms for purchasing necessities. Furthermore, trust in online platforms plays a crucial role in shaping consumers’ online shopping decisions. Therefore, the findings of this study are valuable for online marketers aiming to encourage consumers to purchase products and services through online platforms.