The theory of planned behavior and Internet purchasing

TLDR

Consumer resistance to online shopping is largely driven by concerns over privacy of personal information. This study applied the theory of planned behavior to investigate how beliefs about Internet privacy, trustworthiness, perceived behavioral control, and social expectations shape online purchasing behavior. Data were gathered from 193 college students. Trustworthiness beliefs enhance attitudes toward online buying, which in turn increase purchase behavior, while self‑efficacy beliefs boost perceived behavioral control that also promotes online purchasing, indicating that confidence in the Internet and in one’s own buying ability predicts a higher likelihood of making Internet purchases.

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.