Summary
The study examines the online shopping intentions of consumers from the perspective of planned behaviour theory. 92 online users and 134 non-online users completed a specially derived questionnaire. Using structural equation modelling, consumers' attitude towards online shopping, particularly their 'perceived behaviour control' beliefs were found to significantly influence their shopping behaviour. Further, the influence of these control beliefs was stronger than that of the consumers' online shopping attitudes on their shopping intentions, while the subjective norms of the consumers had no influence on their online shopping intentions. The Implications of the findings for online shopping are discussed.
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Extract
Effects of Online Shopping Attitudes, Subjective Norms and Control Beliefs On Online Shopping Intentions: A Test of the Theory of Planned Behaviour
1. Introduction
Consumers' shopping habits have changed. According to Continental Research In 2003, 13.8 million British consumers had experienced online transactions such as online shopping or paid downloading. The Institute for Information Industry Internet Information Center (FIND, 2004) estimated that the amount spent on online shopping in Taiwan in 2003 was NT 20.4 billion, with a 30% increase to NT 26.6 billion expected for 2004. In 2005, the amount spent on online shopping amount is predicted to be NT 50.1 billion, an increase of 88% from 2004. At present, 20% of Taiwanese Internet subscribers purchase goods online.A number of models ...See the full content of this document
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