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The factors that influence the intention to use e-commerce in the context of components drawn from the intentional use model, theory of planned behavior, and technology acceptance model. The Scholar collected data from a field study in some regions of Telangana, India. For this purpose, a structural equation modelling (SEM) analysis was performed using SMART PLS. Questionnaires were adopted from the final study, and a non-probabilistic qualitative sampling method was used to obtain information. This study ensured the usefulness of the data before conducting path analysis and bootstrapping. The results of this study show that the existing TPB constructs emerged as the primary determinants of the e-commerce intention of consumers in Telangana. However, ease of use and usefulness are not as important as the TAM model variables. The study recommends that e-commerce advocates create an environment that allows consumers to build trust, feel secure in transactions, and be exposed to informative campaigns promoting e-commerce. These initiatives will go a long way in addressing the key variables influencing consumer attitudes towards e-commerce and encouraging better usage behavior among consumers.

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International Research Stars

Volume 4, Issue 4, 2025

Measurement of E-Commerce Determinants of Usage Intention through Structural Equation Modelling

Saraswathi Gottiganti1, Dr. Tripuraneni Jaggaiah2, Dr. M. Kethan3, Mahaboob Basha S4, Dr. Durga Prasad Repakula5

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This Study investigates the factors that influence the intention to use e-commerce in the context of components drawn from the intentional use model, theory of planned behavior, and technology acceptance model. The Scholar collected data from a field study in some regions of Telangana, India. For this purpose, a structural equation modelling (SEM) analysis was performed using SMART PLS. Questionnaires were adopted from the final study, and a non-probabilistic qualitative sampling method was used to obtain information. This study ensured the usefulness of the data before conducting path analysis and bootstrapping. The results of this study show that the existing TPB constructs emerged as the primary determinants of the e-commerce intention of consumers in Telangana. However, ease of use and usefulness are not as important as the TAM model variables. The study recommends that e-commerce advocates create an environment that allows consumers to build trust, feel secure in transactions, and be exposed to informative campaigns promoting e-commerce. These initiatives will go a long way in addressing the key variables influencing consumer attitudes towards e-commerce and encouraging better usage behavior among consumers.

TPB, TAM, E-commerce, Usage Intention, SEM Analysis

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Saraswathi Gottiganti, Dr. Tripuraneni Jaggaiah, Dr. M. Kethan, Mahaboob Basha S,  Dr. Durga Prasad Repakula (2025); Measurement of E-Commerce Determinants of Usage Intention through Structural Equation Modelling, International Research Stars, ISSN: 2583-276X, V4,I4, Pp: 1-24.

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