Technology acceptance theories are mainly focused on measuring the acceptability of new technologies and empirically tested through employees in an organization. Currently, these technology acceptance theories are used by researchers to measure the online purchasing intention. However, those theories were directly focused on the technological components, ignoring retailers, customers, media and most other macro components engaged in the online purchasing. Hence, it is compulsory to study the capability of technology acceptance theories to measure the online purchasing intention. The main technology acceptance theories were critically evaluated in their applied contexts, concepts and processes against those of the online purchasing to identify the uniqueness of each model. Finally, it was confirmed that technology acceptance theories were directly used to measure the technology acceptance behavior in an organizational context. However, there were differences in contexts, concepts, processes and theoretical aspects when comparing between the worker in the organizational context and the online consumer in the online purchasing. Hence, those technology acceptance theories cannot be adopted to measure the online purchasing behavior directly. Similarly, Innovation Diffusion Theory (IDT), Unified theory of acceptance and use of technology (UTAUT2) and Theory of Reason Action (TRA) cannot be adopted to measure the online purchasing since they were engaged in new technologies such as online games or emails by individual consumers. Also, a high level of volitional control is needed to apply TRA. Hence, it is mandatory to develop a universal model, which measures the online purchasing with the maximum utilization of previous technology acceptance theoretical aspects.
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