CHAPTER 5 5.1 Introduction
5.5 Implications
5.5.1 Theoretical Implications
The conceptual framework of this research could be considered as a framework extension which contributes to the research of related fields. The expansion of the TAM framework makes it possible for other researchers to conduct additional research on a topic similar to that of this study. Additionally, the researchers are able to apply this research as their reference study that has been socially experimentally validated with the different extensions of variables in the TAM framework. In this research, the theoretical framework had been extended with three variables: Consumers’ trust, System quality and Buying decision. There are a lot of studies implementing the TAM framework, but these studies are more likely to research on perceived ease of use and perceived usefulness with the original framework, such as Vahdat et al. (2020), and Islami et al. (2021). The implementation of system quality as the extended variables for the TAM framework in this research is considered as the second contribution in terms of theoretical implications. To the best of the researchers' knowledge, earlier studies on the influence of system quality of E-commerce
platforms on purchasing decisions are limited. Research by Young Kim and Kim (2004), and Ha and Stoel (2009), for example, utilised TAM framework in-depth research on system quality, site design and e-shopping quality instead of investigating how system quality impacts purchase decisions. A lack of research into the use of TAM theory to examine the impact of system quality on purchasing decisions could be shown by this. As a result, this research will make a contribution to relevant fields and will encourage scholars to conduct similar studies in the future.
5.5.2 Practical Implications
Public relations practitioners can benefit from this study's findings, which can be used to craft more effective messages for their clients' audiences. Instead of directly selling products or services to customers, the primary purpose of a public relations expert is to build and maintain positive brand perceptions that persuade customers to make purchasing decisions on their behalf. According to this research, consumer trust has been found to influence the utilisation of new technologies, and consequently the purchasing decision. As public relations practitioners, they may be able to develop public relations messages that are based on this evidence and are beneficial to the organisation. For example, the XYZ firm has recently brought a brand-new product to the market that was previously unheard of in the industry. The general public is having a wait-and-see approach about this brand-new product that has yet to hit the market. At this point, public relations practitioners can take advantage of the public's trust in XYZ to develop a public relations message that brings public attention to the new product, such as the benefits of promoting the new product to the market and the general public, and after receiving public feedback on the new product. Following the rush of interest, additional information about the device, including a list price, was made available to the general public. If a company does not have the trust of the general public or of consumers,
it must first develop a strategy for gaining that trust. The reason for this is that customers' willingness to accept and use a product is influenced by the degree to which they have trust in the capability of the organisation, as evidenced in this research.
Besides, the current research could help public relations practitioners to target the potential audience accurately. This is supported by the age groups which have significant differences on the mean result of perceived usefulness and perceived ease of use. Public relations practitioners can refer to the characteristics of different age groups by knowing their concerns to tailor their preference, such as actual shoe product images with multiple types available on screen versus conceal from screen; some might consider the present value of product image or reviews before purchase. Products and services in the market are always needed for exposure through communication before they are sold and consumed. It is needed for research before launching in terms of usability, target audience and performance that are workable for everyone. For instance, the public relations practitioners can utilize the strategies of collaborating with favourite celebrities or influencers, discount promotion and offering brand loyalty programs for customers to attract and retain the youngest ages purchase online. When the youngest individuals are enticed by these motivations, they would roam on the online purchase platforms frequently and subsequently enhance the familiarity on those platforms. During the process of online shopping, individuals will gradually discover the products and services offered by merchants through two-way communication with them, and then make purchasing decisions, relying on these E-commerce platforms to process their payments and ensure the security of their transactions. Needless to say, this is also applicable for the other age groups in leading to the final purchase decision. As a result, consumer trust will be increased when they gain a higher conformable level during the two- way communication with the merchants. Communication is critical to build consumer trust, followed by the perceived ease of use of the system; failure to do so would result in the
abandonment of the usage of an E-commerce platform. In other words, the consideration of products offered on online platforms, trust and system usefulness perception should tie with the concerns of age groups in order to help in designing the most suitable business plan and strategy.