Main Article Content

Israt Jahan
Kamrul Hasan Bhuiyan
Md. Ali Imran
Sadia Farjana
Tahira Khatun


The purpose of this study is to detect and analyze the factors affecting consumers’ attitudes toward online shopping and examine the antecedent’s customer continues intentions to purchase on the online platforms. It also aims to extend and validate the Technology Acceptance Model (TAM) framework in continuous online purchase behavior. The Proposed Model incorporates sevens antecedents (Behavioral factors, Technological Factors, Market Offerings, promotional Factors, attitudes towards online purchase, system effectiveness, and online shopping acceptance). The research employed structured survey questionnaires using 7-scale Likert points. SPSS version 22.0 was used to test the hypothesis and correlation among the factors. The findings indicate that variables like behavioral factors (trust, product attribute, service attribute), technological factors (result demonstration, perceived website reputation), promotions (advertisement, social media, electronic word of mouth), and market offerings (core value) are positively related to attitudes towards online purchase which is positively related to system effectiveness. Both attitudes towards the online purchase and system effectiveness determine the continuous intention to purchase online. This piece of work provides the conceptual framework of continuity of online purchase that can contribute to an academic perspective, and marketers can adopt strategies by understanding the antecedents of online shopping behavior.

JEL Classification Codes : M19


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How to Cite
Jahan , I. ., Bhuiyan , K. H. ., Imran , M. A. ., Farjana , S. ., & Khatun , T. . (2021). ANTECEDENTS OF CONSUMERS’ CONTINUOUS INTENTION ON ONLINE PURCHASE: AN EXTENSION OF TAM MODEL. American International Journal of Humanities, Arts and Social Sciences, 3(1), 50–61.
Original Articles/Review Articles/Case Reports/Short Communications
Author Biographies

Israt Jahan , Bangabandhu Sheikh Mujibur Rahman Science and Technology University, Bangladesh

Assistant Professor, Department of Marketing, Bangabandhu Sheikh Mujibur Rahman Science and Technology University, Bangladesh

Kamrul Hasan Bhuiyan , National University, Bangladesh

Lecturer, Department of Tourism and Hospitality Management, National University, Bangladesh

Md. Ali Imran , Daffodil international University, Bangladesh

Assistant Professor, Department of Business Studies, Daffodil international University, Bangladesh

Sadia Farjana , Bangabandhu Sheikh Mujibur Rahman Science and Technology University, Bangladesh

Independent Researcher, Department of Marketing, Bangabandhu Sheikh Mujibur Rahman Science and Technology University, Bangladesh

Tahira Khatun , Bangabandhu Sheikh Mujibur Rahman Science and Technology University, Bangladesh

Independent Researcher, Department of Marketing, Bangabandhu Sheikh Mujibur Rahman Science and Technology University, Bangladesh


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