Intention To Purchase Via The Internet: A Comparison Of Two Theoretical Models
This study compares two models for predicting intention to purchase via the Internet. The behavioral intention to purchase via the Internet was examined as a function of attitude towards purchase, perceived usefulness, and perceived ease of use Technology Acceptance Model (TAM), or attitude towar...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Asian Academy of Management (AAM)
2005
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| Subjects: | |
| Online Access: | http://eprints.usm.my/35842/1/AAMJ_10-1-5.pdf http://eprints.usm.my/35842/ http://web.usm.my/aamj/10.1.2005/AAMJ%2010-1-5.pdf |
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| Summary: | This study compares two models for predicting intention to purchase via the Internet. The
behavioral intention to purchase via the Internet was examined as a function of attitude
towards purchase, perceived usefulness, and perceived ease of use Technology
Acceptance Model (TAM), or attitude towards purchase, subjective norm, and perceived
risk (Theory of Planned Behavior [TPB]). Results indicate that both models significantly
influenced behavioral intention to purchase. We compared both models, and found
that TPB (adjusted R2 = 0.55) is better than TAM (0.44) in explaining behavioral
intention to purchase (BI). After we integrated TAM and TPB, we found that perceived
risk (β = –0.332) is the primary determinant of BI, with subjective norm (SN) (β = 0.210)
as the significant secondary determinant, followed by attitude (A) towards purchase
(β = 0.175), perceived usefulness (β = 0.159), and perceived ease of use (β = 0.069). |
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