The Causal Model of Factors Influencing Technology Acceptance and Intention to Use Online Shopping Services in Modern Trade


  • Chanchai Meathawiroon Faculty of Management Science, Phranakhon Si Ayutthaya Rajabhat University
  • Sudarat Kliangsa-Art Faculty of Management Science, Phranakhon Si Ayutthaya Rajabhat University


Social Influence, User Interface Design, Technology Acceptance, Commitment, Intention to use


The purposes of this research were 1) to study the impact of social influence and user interface design on technology acceptance in terms of perceived usefulness and perceived ease of use of online shopping services in modern trade, 2) to analyze the path of commitment and intention to use online shopping services in modern trade, and 3) to test the goodness of fit of the causal model of factors influencing technology acceptance in terms of perceived usefulness, perceived ease of use, commitment, and intention to use online shopping services in modern trade. The sample of this research was 440 respondents who had experience of online shopping. The questionnaire was selected as the tool for this research. Descriptive statistics were used to analyze the data, and structural equation modeling (SEM) was used to test the research hypothesis. The result revealed that the structural equation model is consistent with the empirical data. The results of hypothesis testing show that social influences and user interface design have a positive impact on technology acceptance in terms of perceived usefulness and perceived ease of use. Moreover, technology acceptance in terms of perceived usefulness also has a positive impact on commitment. Additionally, social influences and user interface design have an indirect effect on commitment through technology acceptance in terms of perceived usefulness, and commitment has a positive impact on the intention to use online shopping services in modern trade.


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How to Cite

Meathawiroon, C., & Kliangsa-Art, S. (2022). The Causal Model of Factors Influencing Technology Acceptance and Intention to Use Online Shopping Services in Modern Trade. Economics and Business Administration Journal Thaksin University, 14(4), 159–182. Retrieved from