The future of TV-shopping: predicting user purchase intention through an extended technology acceptance model

The shoppable TV, which allows the purchase of products appearing in TV programmes directly, is a digital trend that is not implemented in most markets, but companies such as Amazon and NBC Universal have proposed the first sales systems. The aim of this research is to forecast the adoption intention of this technology by applying the Technology Acceptance Model. Structural equation modelling (PLS-SEM) has been applied to a sample of 283 participants. The results indicate that shopping enjoyment is particularly important in generating attitudes toward this type of consumption, and this increases the intention to use Shoppable TV.

Automated summary

This study applied the Technology Acceptance Model to forecast the adoption intention of shoppable TV, finding that shopping enjoyment plays a significant role in shaping attitudes and increasing the intention to use this technology.