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Purpose: This study was to analyze the essence of combining the TAM and UGT theory in shaping consumer purchase intentions in e-commerce. This was accomplished by developing an empirical research model based on direct and moderating relationships on purchase intention. Theorethical Framework: This study involves 7 hypotheses that are described comprehensively in section 2. The independent variables are Benefits Perceived (BP), Ease of Use Perceived (EoUP), Risk Perceived (RP), Moderating Variables are Social Support thus, empirically built hypotheses specified that most TAM variables had a positive and significant effect on puberty purchase intention. Therefore, asides from where Risk Perceived confers a little influence through direct effect relationships, a positive and significant impact on purchase intention is perceived if social interaction & social support variables moderate the risk. Originality/Value: This study in testing the relationship between variables is based on two theoretical approaches: UGT and TAM. Besides, measuring variables by moderation uses social support and interaction variables.
Putra et al. (Fri,) studied this question.