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Scooped by Anne-Marie Hede!

Application of Structural Equation Modeling (SEM) to Explain Online Purchasing Intention - An Extension of Theory of Planed Behaviour (TPB)

The purpose of this study is extension of the well established factors of Theory of Planed Behaviour (TPB) includes,  attitude (A), Subjective norm (N), Perceived behavior control (P) and relation of Perceived reliability (U), Trust and faithfulness (T), on Online Purchasing  intention (OP). These factors are identified through previous research and each one measured based on 7-point interval Likert scale. Using primary data collection method, 200 questionnaires were distributed to target respondents of customers online purchasing. The responses collected were 147 completed questionnaires representing 73.5 percent response rate. The data were analyzed using Structural Equation Modeling (SEM)  using AMOS  20 and SPSS  19.  Confirmatory factor  analysis  of measurement  models  indicate  adequate goodness of fit after a few items was eliminated through modification indices verifications. Goodness of fit for the revised structural model shows requirement in terms of Ratio: 1,238; P-Value: 0.98; GFI: 0.932; and RMSEA; 0.040. The findings showed that perceived behavior control (β=.111, CR=6.656 p



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Scooped by Anne-Marie Hede! - Decision Support Systems - Websites Attributes in Urging Online Impulse Purchase: An Empirical Investigation on Consumer Perceptions


• Products availability significantly relates to website visual appeal.
• Website complexity significantly relates to website visual appeal.
• Website visual appeal is a determinant of normative evaluation.
• Website visual appeal is a determinant of instant gratification.
• Determinants of felt urge to buy impulsively are reported.


A multitude of evidences show impulse purchase is prevalent online, yet relatively limited knowledge is available on this phenomenon. The study borrows marketing wisdom to information systems space to quantify how the website cues (products availability, website ease of use and visual appeal) affect personality traits (instant gratification, normative evaluation and impulsiveness) to urge the impulse purchase online. Structural equation modelling technologies are employed to evaluate the research model based on a survey questionnaire. The results show that personality factors of instant gratification, normative evaluation and impulsiveness are key determinants of urge to buy impulsively, while perceived websites cues of visual appeal, website ease of use and products availability are important precursors. Through combining marketing and IS wisdom, a number of new insights are offered which enrich our understanding on the determinants of online impulse purchase decision as well as on how a proper IS design alters consumer shopping experience to engender more online impulse purchase.

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