Investigating Online Purchase Intention Among College Students: Integrating the Theory of Planned Behavior and Technology Acceptance Model
DOI:
https://doi.org/10.69569/jip.2026.318Keywords:
Online purchase intention, Rural consumers, Technology Acceptance Model, Theory of Planned Behavior, TikTokAbstract
This study examines factors influencing college students’ online purchase intention by integrating the Theory of Planned Behavior (TPB) and Technology Acceptance Model (TAM), supplemented by perceived trust and service quality. Conducted among 324 students at a rural university in the Philippines, the study used a quantitative descriptive-correlational design with stratified random sampling. Data were analyzed using weighted mean, Pearson correlation, and multiple regression. Results revealed an overall correlation of r = .81, with perceived behavioral control (β = .35) emerging as the strongest predictor, followed by attitude, subjective norms, and perceived ease of use. Findings indicate that behavioral factors are more influential than technological factors in rural contexts, offering actionable insights for platforms, educators, and policymakers to support safe and effective digital commerce engagement.
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