Intention To Purchase Via The Internet: A Comparison Of Two Theoretical Models

• Main Authors: J. Ma'ruf, Jasman, Mohamad, Osman, T. Ramayah, T. Ramayah
• Format: Article
• Language: English
• Published: Asian Academy of Management (AAM) 2005
• Subjects: HD28-70 Management. Industrial Management
• 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

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).