An Extended Technology Acceptance Model (TAM) Perspective on Customer Loyalty in Digitalized Beverage Markets

As the new-style tea beverage industry becomes increasingly digitalized, customer loyalty is no longer shaped only by product quality or brand reputation. Mobile ordering systems, online delivery platforms, and digital service experiences have gradually become routine parts of the purchasing process. However, whether traditional loyalty drivers remain effective in highly standardized digital environments remains unclear. Based on the extended Technology Acceptance Model (TAM), this study examines the effects of perceived value, perceived ease of use, perceived usefulness, firm reputation, and trust on customer loyalty in digitally mediated consumption contexts. A quantitative research method was adopted using survey data collected from 226 consumers with recent digital purchasing experience. The data were analyzed through descriptive statistics, correlation analysis, and multiple linear regression analysis using SPSS. The findings indicate that perceived usefulness and trust have significant positive effects on customer loyalty, whereas perceived value, perceived ease of use, and firm reputation do not show significant influence. The results suggest that consumers in digitally mature markets are more likely to remain loyal when digital services are reliable, efficient, and able to support smooth purchasing experiences rather than relying primarily on brand prestige or basic digital convenience. This study broadens the application of the Technology Acceptance Model (TAM) within digitally driven FMCG consumption and enhances the understanding of how digital platforms influence the development of customer loyalty in high-frequency consumer markets. The findings further suggest that tea beverage brands should place greater emphasis on functional utility and trust-building to strengthen customer retention in increasingly homogeneous digital markets.

New-style tea beverage, Technology Acceptance Model (TAM)

1. Anita, T. L., Simanihuruk, M., Kusumawardhani, Y., & Wijaya, L. (2025). Digital marketing strategies and their impact on customer satisfaction and brand loyalty. Jurnal Ilmiah Manajemen Kesatuan, 13(4), 2631–2642. [Google Scholar] [Crossref]

2. Baabdullah, A. M., Alalwan, A. A., Rana, N. P., Kizgin, H., & Patil, P. (2019). Consumer use of mobile banking (M-Banking) in Saudi Arabia: Towards an integrated model. International journal of information management, 44, 38-52. [Google Scholar] [Crossref]

3. Baye, M. R., De los Santos, B., & Wildenbeest, M. R. (2016). Search engine optimization: what drives organic traffic to retail sites?. Journal of economics & management strategy, 25(1), 6-31. [Google Scholar] [Crossref]

4. Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson uk. [Google Scholar] [Crossref]

5. Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing, 65(2), 81-93. [Google Scholar] [Crossref]

6. Chen, Y., & Xie, J. (2008). Online consumer review: Word-of-mouth as a new element of marketing communication mix. Management science, 54(3), 477-491. [Google Scholar] [Crossref]

7. Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 13(3), 319-340. [Google Scholar] [Crossref]

8. Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the academy of marketing science, 22(2), 99-113. [Google Scholar] [Crossref]

9. Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International journal of information management, 59, 102168. [Google Scholar] [Crossref]

10. Fombrun, C. J. (1996). Reputation: Realizing value from the corporate image. Harvard Business School. [Google Scholar] [Crossref]

11. Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and tam in online shopping: An integrated model1. MIS quarterly, 27(1), 51-90. [Google Scholar] [Crossref]

12. Grewal, D., Hulland, J., Kopalle, P. K., & Karahanna, E. (2020). The future of technology and marketing: A multidisciplinary perspective. Journal of the Academy of Marketing Science, 48(1), 1-8. [Google Scholar] [Crossref]

13. Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European business review, 31(1), 2-24. [Google Scholar] [Crossref]

14. Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of consumer research, 132-140. [Google Scholar] [Crossref]

15. Keh, H. T., & Xie, Y. (2009). Corporate reputation and customer behavioral intentions: The roles of trust, identification and commitment. Industrial marketing management, 38(7), 732-742. [Google Scholar] [Crossref]

16. Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of marketing, 80(6), 69-96. [Google Scholar] [Crossref]

17. Ly, B. (2025). Understanding customer loyalty in digital services: insights from food delivery in emerging markets. Journal of Innovation and Entrepreneurship, 14(1), 77. [Google Scholar] [Crossref]

18. Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of management review, 20(3), 709-734. [Google Scholar] [Crossref]

19. Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of marketing, 58(3), 20-38. [Google Scholar] [Crossref]

20. Oliver, R. L. (1999). Whence consumer loyalty?. Journal of marketing, 63(4_suppl1), 33-44. [Google Scholar] [Crossref]

21. Pereira, M. S., & Coelho, F. (2025). Factors of customer loyalty and retention in the digital environment: A bibliometric analysis. Journal of Theoretical and Applied Electronic Commerce Research, 20(2), 71. [Google Scholar] [Crossref]

22. Shi, W., Rumokoy, F. S., & Frank, B. (2025). Customer loyalty through augmented reality apps: quality attributes, market differences, and trust as a mediator. Total Quality Management & Business Excellence, 36(7-8), 759-787. [Google Scholar] [Crossref]

23. Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of retailing, 77(2), 203-220. [Google Scholar] [Crossref]

24. Tran, S. N. (2025). The impact of digital communication on customer loyalty through the relationship between brand and customer, and customer citizenship behavior. International Review of Management and Marketing, 15(2), 77-84. [Google Scholar] [Crossref]

25. Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management science, 46(2), 186-204. [Google Scholar] [Crossref]

26. Verhoef, P. C., Broekhuizen, T., Bart, Y., Bhattacharya, A., Dong, J. Q., Fabian, N., & Haenlein, M. (2021). Digital transformation: A multidisciplinary reflection and research agenda. Journal of business research, 122, 889-901. [Google Scholar] [Crossref]

27. Walsh, G., Mitchell, V. W., Jackson, P. R., & Beatty, S. E. (2009). Examining the antecedents and consequences of corporate reputation: A customer perspective. British journal of management, 20(2), 187-203. [Google Scholar] [Crossref]

28. Wei, Y. C., Qing, L. S., Shen, S. P., Yi, W. X., Johan, M. R. M., Annuar, N., ... & Bahari, N. (2025). Building trust and loyalty in digital marketplace: Determinants influencing online customer in Pahang, Malaysia. Jurnal Intelek, 20(2), 241-255. [Google Scholar] [Crossref]

29. Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of marketing, 52(3), 2-22. [Google Scholar] [Crossref]

30. Zhong, J., & Chen, T. (2023). Antecedents of mobile payment loyalty: An extended perspective of perceived value and information system success model. Journal of Retailing and Consumer Services, 72, 103267. [Google Scholar] [Crossref]

• An Empirical Investigation of the Determinants of Consumer Intention to Adopt Self-Service Technologies in the Malaysian Hospitality Sector
• Examining the Effects of Perceived Usefulness, Perceived Ease of Use, Shopping Orientation, and Online Trust on Online Purchase Intention
• The Role of Influencing Factors on Brand Marketing Performance: A Case Study of Le Labo
• Consumer Purchasing Behavior for Remanufactured Electronic Products from Online Channels and Influencing Factors
• "FoMO or Fear of Missing the Sale?" Correlation on Social Media Addiction and Online Purchases among Sports Students