Consumers' intentions to use online shopping apps: A comparative analysis

This study empirically compares four models - the Technology Acceptance Model (TAM), Theory of Planned Behavior (TPB), integrated TAM/TPB, and integrated TAM/Task-Technology Fit (TTF) - to predict consumers' intentions to use online shopping apps. Using data from 293 online shopping app users in Vietnam, the study examines the influence of key variables such as perceived ease of use, perceived usefulness, self-efficacy, opinion leadership, and TTF on usage intentions. SEM was conducted using LISREL 12, and the results indicate that all four models effectively explain usage intentions, with the TPB and integrated TAM + TPB models exhibiting the highest explanatory power. While the TAM model remains a strong predictor of usage behavior, the integrated models demonstrate superior explanatory power by incorporating constructs such as self-efficacy and TTF, which account for users' characteristics and the alignment between app features and shopping tasks. The study highlights the importance of attitude, self-efficacy, and app characteristics (e.g., flexibility, interactivity, compatibility) in shaping usage intentions. Practical implications for online shopping app developers emphasize enhancing app features to better fit users' needs and increasing self-efficacy to drive adoption rates. The findings offer valuable insights into the theoretical integration of TAM, TPB, and TTF in the context of online shopping technologies.