Investigating the Impact of Technology Readiness and Brand Fondness on Online Purchase Intention: the Moderating Role of Product Familiarity

Lee, Chuan Yee (2025) Investigating the Impact of Technology Readiness and Brand Fondness on Online Purchase Intention: the Moderating Role of Product Familiarity. Masters thesis, Tunku Abdul Rahman University of Technology and Management.

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Abstract

This study investigates the factors influencing online purchase intention (OPI) in Malaysia by extending the Technology Acceptance Model (TAM) with mediating and moderating variables. The research examines the roles of technology readiness, fondness for branded products, perceived ease of use, and perceived usefulness as independent variables; attitude as a mediating variable; and product familiarity as a moderating variable. A quantitative research design was employed, utilizing a cross-sectional survey distributed online to 150 respondents. Data were analysed using descriptive statistics, reliability and validity testing, as well as multiple, mediated, and moderated regression analyses. The findings reveal that fondness for branded products, perceived ease of use, and perceived usefulness significantly and positively affect attitude, which in turn enhances online purchase intention. Perceived ease of use also demonstrates both a direct and indirect influence on OPI through perceived usefulness. Conversely, technology readiness shows no significant effect on attitude, while product familiarity does not moderate the relationship between perceived usefulness and OPI. These results contribute to both theory and practice by validating an extended TAM framework in the context of Malaysian e-commerce, offering insights for businesses to refine strategies aimed at enhancing consumer attitudes and driving stronger purchase intentions.