APPLICATION OF DECOMPOSED THEORY OF PLANNED BEHAVIOR ON POST GRADUATE STUDENTS TOWARD ON-LINE SHOPPING
AbstractThe increasing use of the Internet in Malaysia provides a developing prospect for E- marketers. Attitude is an important determinant of online shopping behavior and represents the best estimates of future behavior available to market researchers. Among all the theories, the decomposed TPB model determines particular salient beliefs that might influence Information Technology usage and will predict the behavioral intention more reliable. This study sets out to examine the factors influencing studentsâ€™ online shopping attitudes and intentions at one of public university in Malaysia. In this research theÂ non-probability sampling were chosen and the data were collected from 375 postgraduate students in the university. Data were analyzed by structural equation modeling using the Partial Least Squares (PLS) approach. The results of the study showed that perceived usefulness and compatibility were significantly and positively correlated with the attitude of students towards online shopping and also trust as an extent factor indicated to have positive influence on mediator, while perceived ease of use did not provide the significant relationship on attitude. Moreover, it was found that attitude fully mediate the relationship between trust and behavioral intention and also perceived usefulness and behavioral intention, whereas, attitude partially mediates the relation between perceived ease of use also compatibility and behavioral intention.
Adams, C.A; Larrinaga-GonzÃ¡lez, C. 2007. Engaging with organisations in pursuit of improved sustainability accounting and performance. Accounting, Auditing & Accountability Journal, 20: 333 â€“ 355.
Albarq, A.N. 2006. Intention to shop online among university students in Jordan. unpublished thesis, Universiti Utara Malaysia.
Anaza, N.A. 2014. Personality antecedents of customer citizenship behaviours in online shopping situation. Psychology & Marketing, 31: 251-263.
Broekhuizen, T. and Huizingh, E. 2009. Online purchase determinants: Is their effect moderated by direct experience?. Management Research News, 32: 440-457.
Brown, T.A. 2006.Confirmatory factor analysis for applied research. Guiford Press, New York and London.
Chen, C. 1999. Information Visualisation and Virtual Environment, Springer-Verlag, London.
Chin, W.W. 1998. Issues and Opinion on Structural Equation Modelling. MIS Quarterly, 22: vii-xvi.
Choi, J. and Geistfeld, L.V. 2004. A cross-cultural investigation of customer e-shopping adoption, Journal of Economic Psychology, 25: 821-836.
Cvienticanin, S.; Pecanac, R.; Sakac, M. and Djurendic-Brenesel, M. 2013. Computer Application in the initial education of Children in Natural Sciences. Croation Journal of Education, 15:87-108.
Goldsmith, P.B. 2002. On the equivalence of causal LTI iterative learning control and feedback control. Automatica, 38:703-708.
Euromonitor International 2012. Internet users in the world. Last accessed January 2014. Available from: http://www.euromonitor.com/malaysia/internetvsstore/report.
Hair Jr, J.F.; Bush, R.P. and Ortinau, D.J. 2003. Marketing Research: within a changing information environment, McGraw Hill, New York.
Henderson, A.R. 2005. The bootstrap: A technique for data-driven statistics. Using computer-intensive analyses to explore experimental data. Clinica Chimica Acta, 359:1-26.
Henseler, J., Ringle, C. M., & Sinkovics, R. R. 2009. The use of partial least squares path modelling in international marketing, Advances in international marketing, 20:277-319.
Kiang,M.Y; Ye, Q.; Hoa, Y.; Chen, M. & Li, Y. 2011. A service-oriented analysis of on-line product classification methods, Decision support Systems, 52:28-39.
Krejcie, R. V., & Morgan, D. W. 1970: Determining sample size for research activities. Educational and psychological measurement, 30:607-610.
Ross, C, Orr, E.S., Sisic, M., Arseneault, J.M., Simmering, M.G., & Orr, R.R 2009. Personality and Motivation associated with Facebook use. Computer in Human Behavior, 25: 578-586.
Sabri, M. F., MacDonald, M., Masud, J., Paim, L., Hira, T. K., & Othman, M. A. 2008. Financial behavior and problems among college students in Malaysia: Research and education implication. Consumer Interests Annual, 54:166-170.
Spender, J.C. 2013. Step toward a theory of the managed firm. Universia Business Review, 40: 52-67.
Taylor, S., and Todd, P.A 1995a. Decomposition and crossover effects in the theory of planned behaviour: a study of consumer adoption intentions. International Journal of Research in Marketing, 12:137-155.
Taylor, S., and Todd, P. A. 1995b. Understanding information technology usage: A test of competing models. Information systems research, 6:144-176.
Wysocki, B. 2000. Need for profits pares the dot-comsâ€™ option. Wall Street Journal, May 1, A1.
Zendehdel, M., & Paim, L. H. 2013.Predicting Consumer Attitude to Use On-line Shopping: Context of Malaysia. Life Science Journal, 10:497-501.