The technology acceptance model (TAM) hasbeen well-known for decades. However, the global adoption of the Internet creates new interests in utilizing TAM in e-commerce and the post-consumption intention, especially in emerging markets. | MODEL PRIHVAĆANJA TEHNOLOGIJE I PUTEVI DO ONLINE LOJALNOSTI POTROŠAČA NA TRŽIŠTIMA U RAZVOJU UDK ](597) Prethodno priopćenje Preliminary communication Nguyen Thi Tuyet Mai, M. A. Nham Phong Tuan, Ph. D. Lecturer Faculty of E-commerce, Vietnam University of Commerce Mai Dich, Cau Giay, Hanoi, VIETNAM E-mail: maichoe@ Lecturer, Vice Head of Research and Partnership Development Department Faculty of Business Administration, University of Economics and Business, Vietnam National University E4, 144 Xuan Thuy Road, Cau Giay District, Hanoi, VIETNAM E-mail: tuannp@ Takahashi Yoshi, Ph. D. Lecturer Graduate School for International Development and Cooperation, Hiroshima University 1-5-1 Kagamiyama, Higashi-Hiroshima, 739-8529, JAPAN E-mail: yoshit@ Ključne riječi: model prihvaćanja tehnologije, online kupovina, tržišta u razvoju, lojalnost potrošača SAŽETAK Model prihvaćanja tehnologije (engl. technology acceptance model – TAM) dobro je poznat već desetljećima. Međutim globalno prihvaćanje interneta potiče novo zanimanje za primjenu TAM-a u e-trgovanju i postkupovnoj namjeri, posebice na tržištima u razvoju. Podaci su prikupljeni online anketiranjem 758 potrošača u Vijetnamu. Poseban doprinos rezultata jest u tome što pokazuju da percipirana korisnosti jednostavnost Key words: technology acceptance model, online shopping, emerging markets, customer loyalty ABSTRACT The technology acceptance model (TAM) has been well-known for decades. However, the global adoption of the Internet creates new interests in utilizing TAM in e-commerce and the post-consumption intention, especially in emerging markets. Data was collected from 758 online customers via a web-based survey in Vietnam. Particular contribution of the results is that perceived usefulness, perceived ease of use, fair- TRŽIŠTE TECHNOLOGY ACCEPTANCE MODEL AND THE PATHS TO ONLINE CUSTOMER LOYALTY IN AN EMERGING MARKET ■ Vol. XXV (2013), br. 2, str. 231 - .
