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• Mapping online shopping and electronic payment behaviour with the UTAUT model - literature review

  115-125

  Edina Piros

  András Fehér

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  312

  The literature identifies several theories and frameworks for assessing user acceptance and adoption of new technologies, of which the TAM (Technology Acceptance Model) and its extensions, and the UTAUT (Unified Theory of Acceptance and Use of Technology) are the most popular. Several studies confirm that the UTAUT model has proven to be effective in investigating the causal relationships between behavioral intentions. In the literature review, we aimed to explore, alongside specific parameters, which dependent and independent variables are relevant to investigate individuals' attitudes towards online shopping and electronic payments. In addition, we aimed to explore how the basic UTAUT model could be complemented to increase the effectiveness of the study. By acquiring the relevant literature background, we laid the foundation for the implementation of our primary research, which aims to map the online shopping and electronic payment behavior of university students using the UTAUT model. The literature review concluded that the variables of the basic UTAUT model should be extended to include perceived trust and risk, as well as service quality and awareness. If users believe that a technology will improve their performance, they are more likely to adopt and use it. Individuals are more likely to adopt a new technology if it is easy to use. This is determined by user interfaces, user-friendliness, the complexity of the tasks required to use the technology, and the perceived ease of interaction. The way in which individuals relate to a new technology or system is also influenced by the social circles in which they participate.