Brand Equity, Website Quality and M-Commerce Adoption: An Extended Tam Study in the Apparel Industry

Abstract

The present study draws on the extended Technology Acceptance Model to empirically examine the effects of website quality and brand equity on consumers' perceptions and behavioural intentions on utilizing apparel m-commerce. Data is collected from 421 Ghanaian customers and analyzed using the structural equation modeling technique. The study finds that website quality and brand equity are germane to consumers' perceptions of the usefulness and ease of use of websites, which in turn influence their attitudes and behavioural intentions to adopt apparel m-commerce. The study also discovers that Covid-19 moderates the relationship between perceived usefulness and customers' behavioural intention to use apparel m-commerce. The study provides managerial and theoretical insights into understanding TAM2, brand equity, website quality, and consumers' propensity to shop for apparels on mobile platforms.