Effects of Brand Credibility on Technology Acceptance Model: Adaption of the Model to the Purchase Intention
Pınar Basgöze, Leyla Özer

Abstract<br/ >The purpose of this paper is to adapt Technology Acceptance Model into technological product purchase behavior, as well as to add brand credibility, into the model. In order to test the relations included in the model, Linear Regression and Mediation Test were conducted. As a result it was determined that Brand Credibility affects both purchase intention shown towards technological products and the perceived usefulness and the perceived ease of use of the products in a positive and significant way. Besides the determined direct effects, according to the results of mediation test, as the brand credibility, which affects perceived usefulness, increases also the purchase intention shown towards the given technological product.

Full Text: PDF