Aim: The purpose of the study is to test the technology acceptance model predicting the consumers acceptance and use of web based store influences the intention to return unplanned purchases.
Methodology: The research based on empirical in nature. The research was a sample size of 276 online consumers of both a shopper and a computer user. The research constructs the model of TAM and flow variables and theoretical framework of online consumer behaviour.
Results: The online shopper's dual identity as a shopper and a computer user, since both shopping pleasure and perceived site utility strongly predict intention to return. Our findings on impulsive purchases are inconclusive. We also look at certain person and website variables that could have an effect on the emotional and cognitive responses of customers. Participation in the product, Web skills, challenges, and a use of value added search mechanism all have a significant impact on the Web consumer.
Key words: TAM model, online consumer, search mechanism
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