Factors Influencing the Online Clothing Shopping Intention of Emerging Township Consumers in South Africa: The Mediation Effect of Attitude

[...]the study was intended to accomplish the following objectives: Literature review Theoretical foundation for the study Davis (1989) [25] developed the technology acceptance model (TAM) by adapting and expanding the theory of reasoned action (TRA) (Fishbein & Ajzen, 1975) [26] to assess individuals' adoption of new information technologies [27]. The TAM makes use of the theoretical relationship of the TRA so as to better understand and explain adoption behaviour as it relates to information technologies. Since its debut, the TAM has been considered one of the most prominent models devised to explain technological adoption [28]. According to the TAM, perceived usefulness and perceived ease of use influence an individual's attitude, which in turn influences the individual's intention and actual use of a system [29].