Predicting online purchase behavior: replications and tests of competing models

Hans van der Heijden · Tibert Verhagen · M.R. Creemers

95 citations0/0 files storedHawaii International Conference on System Sciences (HICSS)

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Technology Adoption and User Behaviour Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence

Abstract

In this paper we report on a study into the antecedents of online purchase intention for B2C websites. In particular this research juxtaposes two competing models that explain online purchase intention. A replication was carried out of the trust-oriented study by S.L. Jarvenpaa et al. (2000), and the website oriented model from P.Y.K. Chau et al. (2000), first developed by F.D. Davis (1989). The replication study involved 227 undergraduate students, and resulted in a number of findings. First, online purchase intention at the website is strongly determined by attitude towards online shopping at the website. Second, trust in the company does not influence attitude directly, but indirectly through a significant impact on perceived risk. Third, website usefulness does not significantly influence attitude towards shopping and online purchase intention. We conclude that trust-oriented models appear to be more appropriate to explain online purchase intention than website-oriented models.

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1991The theory of planned behavior 1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 1989User Acceptance of Computer Technology: A Comparison of Two Theoretical Models 2000A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies 1988SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality 1989Structural Equations with Latent Variables 1991Structural Equations with Latent Variables.1992Information Systems Success: The Quest for the Dependent Variable

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