Predicting consumer intentions to shop online: An empirical test of competing theories |
| |
| Affiliation: | 1. School of Management, Harbin Institute of Technology, Harbin, China;2. Pamplin College of Business, Virginia Tech, Blacksburg, USA;3. Ross School of Business, University of Michigan, Ann Arbor, USA;1. Department of Marketing and Market Research, University of Granada, Campus Cartuja, Granada, Spain;2. Faculty of Economics, University of Kragujevac, Serbia;1. Department of Computer and Information Science, Norwegian University of Science and Technology (NTNU), Sem Sælands vei 7-9, 7491 Trondheim, Norway;2. Department of Informatics, Ionian University, Tsirigoti Sq. 7, 49100 Corfu, Greece;3. Department of Management Science and Technology, Athens University of Economics and Business, Patission Str. 76, 10434 Athens, Greece |
| |
| Abstract: | The proliferation of commercial Web sites providing consumers with a new medium to purchase products and services has increased the importance of understanding the determinants of consumer intentions to shop online. This study compared the technology acceptance model and two variations of the theory of planned behavior to examine which model best helps to predict consumer intentions to shop online. Data were gathered from 297 Taiwanese customers of online bookstores, and structural equation modeling was used to compare the three models in terms of overall model fit, explanatory power and path significance. Decomposing the belief structures in the theory of planned behavior moderately increased explanatory power for behavioral intention. The results also indicate that the decomposed theory of planned behavior provides an improved method of predicting consumer intentions to shop online. Finally, the implications of this study are discussed. |
| |
| Keywords: | |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
