Perceived Ease of Use, Security, and Trust as Predictors of Online Purchase Intention: A Technology Acceptance Model Extension

Abstract

This study extends the Technology Acceptance Model (TAM) to examine the determinants of online purchase intention in Bangladesh, focusing on perceived ease of use, security, and trust. The study employed a quantitative research method, where data were collected through a structured survey questionnaire. To ensure the reliability and objectivity of the findings, a sample of 232 young customers was selected using purposive sampling, thereby minimizing bias and enhancing the trustworthiness of the data. The data collected from the study were analyzed with SEM which helped to establish and prove the proposed connections in the framework. The findings reveal that perceived ease of use and security significantly influence online purchase intention. Conversely, the moderator effect of trust on the relationship between perceived ease of use, security and online purchase intention was not supported. These results suggest that costumers in Bangladesh prioritize functional usability and secure transaction features over trust-related considerations when making online purchases. The study contributes to TAM literature by validating an extended model in the context of an emerging market. In practice, online retailers are advised to prioritize user-friendly interfaces, streamlined navigation, and robust security mechanisms to encourage adoption and build long-term customer engagement. The study emphasizes further study on other fields and nations.