Online Purchase Intentions: An Empirical Testing of a Multiple-Theory Model

Abstract

Security and privacy issues have drawn much attention in the electronic commerce research area, and e-vendors have adjusted their online shopping systems to convince customers that vendors and systems are trustworthy. Therefore, this study concentrates on how consumers choose their purchasing channel when the environment is relatively secure. Is the choice based on preferring conversation with customer service, complexity of product, prior online shopping experience, social influence or perception of system usefulness or ease-of-use? The technology acceptance model, media richness theory and social influence model were combined in a research model tested with a Web survey. Based on the responses of 1,501 customers of a passenger cruise company, prior experience of traditional and online channels and perceived usefulness had a substantial effect on behavioral intention to use the online channel in the future.

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