The future of TV-shopping: predicting user purchase intention through an extended technology acceptance model
研究运用技术接受模型，基于283名参与者的问卷数据，发现购物乐趣是影响用户对可购物电视态度和购买意愿的关键因素。
The shoppable TV, which allows the purchase of products appearing in TV programmes directly, is a digital trend that is not implemented in most markets, but companies such as Amazon and NBC Universal have proposed the first sales systems. The aim of this research is to forecast the adoption intention of this technology by applying the Technology Acceptance Model. Structural equation modelling (PLS-SEM) has been applied to a sample of 283 participants. The results indicate that shopping enjoyment is particularly important in generating attitudes toward this type of consumption, and this increases the intention to use Shoppable TV.