Factors Affecting E-Shopping Behaviour: Application of Theory of Planned Behaviour

Honglei Tang · Zeeshan Rasool · Mohsin Ali Khan · Ahmad Imran Khan · Farooq Ahmed Khan · Hina Ali +2 more

27 citations0/0 files storedBehavioural Neurology

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Technology Adoption and User Behaviour Consumer Behavior and Marketing Influence Privacy, Security, and Data Protection

Abstract

E-shopping is a rapidly growing phenomenon among different individuals who intend to shop online. However, a trust deficit in the E-shopping environment has always been a critical issue in the brick-and-click mode of shopping, being one of the main reasons for E-cart abandonment in E-commerce. This empirical study is aimed at investigating the perceived effect of website trust on E-shopping intentions and behaviour, drawing upon the theory of planned behaviour (TPB). Data were collected through self-administered questionnaires from working adults who shop for garments online. Structural equation modelling was used to evaluate the model fit and assumptions. Our findings suggest that website trust and E-shopping attitude play substantial roles in building E-shopping intentions and actual behaviours. Both are the significant predictors of the behaviour mediated by E-shopping intentions. However, E-shopping intentions did not mediate between subjective norms and E-shopping behaviour, when working adults decide to purchase garments online.

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References

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