Structural Equation Modeling Of Factors That Influence Consumer Internet Purchase Intentions Of Services | David Njite & H.G. Parsa

The objective of this study is to investigate factors that influence Internet purchasing. A model to explain the influence of different factors is developed based on the Theory of Reasoned Action and empirically tested through a survey. Respondents indicated that subjective norms and trust have no significant influence on purchase intentions. This contradicts documented literature, but could be attributed to the fact that, as demographics change and access to the Internet increases, consumer perception and factors that influence intentions to purchase on the Internet change too. This study is focused on college going respondents because it was felt that they would provide valuable information because of their future of e-commerce. The objective of this study is to investigate factors that influence Internet purchasing. A model to explain the influence of different factors is developed based on the Theory of Reasoned Action and empirically tested through a survey. Respondents indicated that subjective norms and trust have no significant influence on purchase intentions.

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