An Integrating Model of the Factor Influencing Online Shopping for the Consumer Goods

Abstract

Electronic Commerce (EC) is changing the way organizations perform their tasks, interact with the
customers and, in general, do their business. Among the many activities of EC, e-shopping has seen
tremendous growth in the past several years. Within this context the aim of the current study is to propose
an integrating model of the factors affecting online shopping for the consumer goods. The model is
developed based on the Theory of Planned Behavior (Ajzen, 1991) and the proposed model of Limayem,
Khalifa, and Frini (2000). The paper suggests two independents variables to the intention to purchase
online, which are behavioural control and subjective norms. In addition the study proposes attitude as a
mediator between perceived consequences and the intention to purchase online. Attitude also mediates the
relationship between personal innovativeness and intention to purchase online.