The effects of planned behavior model constructs and technology acceptance model constructs on online purchasing behavior: An empirical study on internet users in the Libya city of Tripoli

Abstract

The current study aimed to investigate the results of integrating the planned behavior model with the technology acceptance adoption model, and the differences between age groups in direct and indirect relationships. The empirical data of 203 online purchasing users from the Libyan city of Tripoli via Google surveys analyzed using Structural Equation Modelling. The questionnaire was employed and measured by TPB and TAM models. The most important findings reached are the presence of a significant direct effect of social influence and perceived behavior control impact on purchasing behavior because of the age group of 30–50 years. Likewise, perceived of use has a significant effect on purchasing behavior due to of the age group of 30–50 years and the age group of more than 50 years. Three out of four hypotheses were supported: purchase intention mediates the relationship between social influence and perceived behavior control, perceived usefulness, and ease of use on the one hand and purchasing behavior on the other hand. More, there are significant differences indirect effects of social influence and perceived behavior control and perceived usefulness on purchasing behavior due to the variable of age, more specifically in the age group of (30–50 years), while it was not significant in the other age groups. The research also discussed future directions for research in the field of technology use.