Determinants of Online Purchase Intention Among Young Consumers in Punjab: A Cross-Sectional Study

2. Literature Review

An extensive literature review highlights the research gap and provides insight to the researchers for future work. The present study is grounded upon the “Technology Acceptance Model (TAM)”, “which predicts the use and acceptance of information systems and technology by individual users” (Davis, 1989). According to Durodolu (2016), “TAM is an adoption of the Theory of Reasoned Action (TRA) and has advanced to become a key model in understanding predictors of human behaviour toward potential acceptance or rejection of the technology”. Thus, technology acceptance model (TAM) highlights the online purchase behaviour of the consumers using technology which is influenced by the perception of practicality and user-friendliness.