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Journal cover: Internet Research

Internet Research

ISSN: 1066-2243

Online from: 1991

Subject Area: Information and Knowledge Management

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The theory of planned behavior and Internet purchasing

Document Information:
Title:The theory of planned behavior and Internet purchasing
Author(s):Joey F. George, (Professor of Information Systems and the Thomas L. Williams Jr. Eminent Scholar in MIS at Florida State University, Tallahassee, Florida, USA)
Citation:Joey F. George, (2004) "The theory of planned behavior and Internet purchasing", Internet Research, Vol. 14 Iss: 3, pp.198 - 212
Keywords:Buying behaviour, Internet, Privacy, Retail trade, Shopping, Trust
Article type:Research paper
DOI:10.1108/10662240410542634 (Permanent URL)
Publisher:Emerald Group Publishing Limited
Abstract:Several opinion polls have found that many consumers resist making purchases via the Internet because of their concerns about the privacy of the personal information they provide to Internet merchants. Using the theory of planned behavior as its basis, this study investigated the relationships among beliefs about Internet privacy and trustworthiness, along with beliefs about perceived behavioral control and the expectations of important others, and online purchasing behavior. Data were collected from 193 college students. Analysis of the data indicates that beliefs about trustworthiness positively affect attitudes toward buying online, which in turn positively affect purchasing behavior. Beliefs about self-efficacy regarding purchasing positively affect perceived behavioral control, which in turn affects online purchasing behavior. In short, respondents who believed in the trustworthiness of the Internet and in their own abilities to buy online were more likely to make Internet purchases than were those without such beliefs.

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