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The theory of planned behavior in e‐commerce: Making a case for interdependencies between salient beliefs
Author(s) -
Lim Heejin,
Dubinsky Alan J.
Publication year - 2005
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20086
Subject(s) - salient , interdependence , theory of planned behavior , psychology , the internet , social psychology , computer science , control (management) , sociology , artificial intelligence , social science , world wide web
To provide more specific explanation of consumers' purchase intention on the Internet, this study expanded the original theory of planned behavior (TPB) by decomposing belief constructs and by including interdependency terms between salient beliefs. The findings of this study supported the existence of interdependencies between salient beliefs in TPB. Also, the decomposition of attitude components is expected to provide on‐line retailers with more clear‐cut information about customers' evaluative criteria for e‐tailers when they make a purchase decision on the Internet. © 2005 Wiley Periodicals, Inc.