What Drives Electronic Commerce? A Theory of Planned Behavior Perspective.

This research aims to predict consumer intentions to transact online, drawing upon the theory of planned behavior (TPB). Consumer intention to transact in e-commerce is proposed as a three-dimensional behavioral intention to (a) receive information, (b) provide requisite personal information, and (c) engage in product purchases. The first stage of the model draws upon the TPB to interrelate the proposed three-dimensional online transaction intentions with attitude and perceived behavioral control. The second stage adds antecedents of attitude and control, while adhering to TPB's nomological structure. Given the uncertainty present in e-commerce, trust in a Web retailer is hypothesized as a salient belief that indirectly influences transaction intentions, both through attitude and also through perceived behavioral control. Also, given the technological unpredictability and newness of the Internet, trust in control mechanisms is also proposed to influence perceived behavioral control. Perceived risk acts as a quasi-moderator, both intensifying the relationship between the two types of trust and perceived control, and also having a direct negative effect on control. In addition, since online transactions entail consumers to use Internet technologies to a great extent, transaction intentions essentially necessitate that consumers perceive Web interfaces to be useful and easy to use. Drawing upon the Technology Acceptance Model, perceived usefulness and ease of use are viewed as behavioral beliefs that indirectly influence consumer transaction intentions through positive attitude, following the theory of reasoned action. Subjective norm, perceived enjoyment, privacy, security, and self-identity add to the explanatory power of the proposed model, while adhering to TPB's nomology. The resulting research model is validated using data from 92 subjects. The results give substantial support for the 18 proposed hypotheses, while explaining 75% of the variation for product purchases, 35% for providing information, 25% for receiving information, 73% for attitude, and 33% for perceived behavioral control. The paper discusses several insights from this exploratory study, describes their implications for theory and research, and concludes with multiple directions for future e-commerce research.