The Role of Impulsiveness in a TAM-Based Online Purchasing Behavior Model

Abstract

This chapter investigates consumer online purchasing behavior using an augmented technology acceptance model. Particularly, we posit that Web use leads to intention to purchase online. Impulsiveness, Web use, and subjective norm are included in the model to test several hypotheses concerning online consumer beliefs, intentions, and the effect of psychological traits. We developed a survey instrument to collect data and used structural equation modeling to validate the research model. All of our hypotheses were confirmed except the one that links subjective norm and online buying behavior. The positive relationship between consumer impulsiveness and online purchasing behavior suggests that online stores should design their Web sites to attract impulse purchases.