A Study on the Trust, Brand image, and TAM - Using the Meituan as an example

EasyChair Preprint 4643

Abstract

The COVID-19 has spread all over the world, so people have changed their buying habits, making people buy online instead of the road, making shopping safer and more convenient. This study takes Meituan as an example, combining the theory of technology acceptance model (TAM), trust theory and brand image, proposes an integrated interpretation model to explore the impact of perceived usefulness and perceived ease of use on consumers' re-use of Meituan shopping. In this study, we collected the consumers who used Meituan as the research samples by questionnaire, Methods data were collected by regression analysis using questionnaire statistics. 250 questionnaires were distributed and 218 were recovered. The results show that trust has a significant positive impact on perceived usefulness; brand image has a significant positive impact on perceived usefulness; perceived usefulness has a significant positive impact on consumer behavior intention; perceived ease of use has a significant positive impact on consumer behavior intention. According to the conclusion, this study provides some suggestions for consumers and practitioners who use Meituan.

Keyphrases: Brand Image, Technology Acceptance Model, Trust, behavioral intention

@booklet{EasyChair:4643,
  author    = {Kun-Shan Zhang and Chiu-Mei Chen and Hsuan Li},
  title     = {A Study on the Trust, Brand image, and TAM - Using the Meituan as an example},
  howpublished = {EasyChair Preprint 4643},
  year      = {EasyChair, 2020}}