Predicting online grocery buying intention: a comparison of the theory of reasoned action and the theory of planned behavior [An article from: International Journal of Information Management]

This digital document is a journal article from International Journal of Information Management, published by Elsevier in 2004. The article is delivered in HTML format and is available in your Amazon.com Media Library immediately after purchase. You can view it with any web browser.

Description:
This paper tests the ability of two consumer theories-the theory of reasoned action and the theory of planned behavior-in predicting consumer online grocery buying intention. In addition, a comparison of the two theories is conducted. Data were collected from two web-based surveys of Danish (n=1222) and Swedish (n=1038) consumers using self-administered questionnaires. These results suggest that the theory of planned behavior (with the inclusion of a path from subjective norm to attitude) provides the best fit to the data and explains the highest proportion of variation in online grocery buying intention.