FredDavis was develop Technological acceptance model (TAM) in 1986.
TAM is an information system theory thatlaunch users acceptance towards the particularsystem (Leyiaro, 2015). Online shopping is a modern technology and thisresearch are going to study the factors that will influence consumer’sbehaviors to online shopping. So, TAM is one of the most successful measurements for computer usage effectivelyamong practitioners and academics and is commonly used theory while studyingconsumer’s attitudes towards online shopping (Leyiaro, 2015 and Sultan&Uddin, 2011). Oneof the important factors in TAM is it can trace the impact of external factorson internal beliefs, attitudes, andintention. The main purpose of TAM is to explain how a user accepts a specifictechnology according to external factors that influence users to make adecision (Sultan & Uddin, 2011). TAM had two specific beliefs, which are PerceivedUsefulness (PU) and Perceived Ease of Use (PEOU).
Perceived Usefulness (PU) isthe level that a person believes using aparticular system can enhance their performance (Sultan & Uddin, 2011).Perceived Usefulness also can define asan expectative user’s subjective probability that using a specific applicationsystem to increase their job performance within an organizational context(Leyiaro, 2015). While, Perceived Ease of Use (PEOU) is the level to which theexpectative user expects the target system to be free of effort and which theperson believes that using a specific system would be free from the effort (Leyiaro, L., 2015 and Sultan, 2011). Perceived Ease of Usehas a direct effect on Perceived Usefulness and technology usage (Leyiaro,2015). TAMis tried to predict and provide anexplanation to help practitioners and researchers to identify a particularsystem may be unacceptable and pursue appropriate step. New technology such ascomputer, is complex and the element of uncertainty exists in the minds ofconsumers with respects to the successful adoption of them, beliefs, attitudesand intention towards are trying to learnuse new technology (Davis, Bagozzi, & Warshaw, 1989 and Leyiaro, 2015).
So,actual usage may be not a direct consequence of beliefs, attitudes, andintention. In this research, TAM are using to help us understand consumers fromattitudes towards online shopping by the applicabilityof TAM.