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Abstract An ongoing requirement in the 21st century is that marketers must understand the impact of the network economy on buyer behavior. Although new models will certainly be developed, it seems reasonable that existing models of buyer behavior will still apply. This study uses structural‐equations modeling to test if three popular models of behavioral intent—the theory of reasoned action, the theory of planned behavior, and the technology acceptance model—work in a network context. It recommends the technology‐acceptance model as superior to the others in the current network context, and also shows how to check and account for the presence of common method bias in a single source instrument. © 2002 Wiley Periodicals, Inc.
Gentry et al. (Fri,) studied this question.
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