Examining Online Purchase Intentions in B2C E-Commerce: Testing an Integrated Model

Research on online shopping has taken three broad and divergent approaches viz, human-computer interaction, behavioral, and consumerist approaches to examine online consumer behavior. Assimilating these three approaches, this study proposes an integrated model of online shopping behavior, with four major antecedents influencing online purchase intent: Web site quality, customer concerns in online shopping, self-efficacy, and past online shopping experience. These antecedents were modeled as second-order constructs with subsuming first-order constituent factors. The model was tested using data from a questionnaire survey of 214 online shoppers. Statistical analyses using structural equation modeling was used to validate the model, and identify the relative importance of the key antecedents to online purchase intent. Past online shopping experience was found to have the strongest association with online purchase intent, followed by customer concerns, Web site quality, and computer self efficacy. The findings and their implications are discussed.