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Integration of TAM, TPB, and Self-image to Study Online Purchase Intentions in an Emerging Economy

Integration of TAM, TPB, and Self-image to Study Online Purchase Intentions in an Emerging Economy

Devinder Pal Singh
Copyright: © 2015 |Volume: 5 |Issue: 1 |Pages: 18
ISSN: 2156-1753|EISSN: 2156-1745|EISBN13: 9781466679917|DOI: 10.4018/IJOM.2015010102
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MLA

Singh, Devinder Pal. "Integration of TAM, TPB, and Self-image to Study Online Purchase Intentions in an Emerging Economy." IJOM vol.5, no.1 2015: pp.20-37. http://doi.org/10.4018/IJOM.2015010102

APA

Singh, D. P. (2015). Integration of TAM, TPB, and Self-image to Study Online Purchase Intentions in an Emerging Economy. International Journal of Online Marketing (IJOM), 5(1), 20-37. http://doi.org/10.4018/IJOM.2015010102

Chicago

Singh, Devinder Pal. "Integration of TAM, TPB, and Self-image to Study Online Purchase Intentions in an Emerging Economy," International Journal of Online Marketing (IJOM) 5, no.1: 20-37. http://doi.org/10.4018/IJOM.2015010102

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Abstract

E-commerce offers significant opportunity for retailers in emerging markets like India due to the growing Internet popularity and rising incomes. But the Internet penetration growth does not commensurate with the online retail sales. This necessitates unraveling and understanding the online buying behavior. This paper employs ‘Theory of planned behavior (TPB)', ‘Technology acceptance model (TAM)' and self-image to unfold the online consumer behavior. It proffers an integrated model of online consumer behavior by integrating the self-image variable with the TPB and TAM models. The study tests the various components of integrated model and find that attitudes, subjective norms, self-image, and self-efficacy significantly impact online purchase intentions. The study makes significant theoretical contributions and provides valuable insights into the consumers' online purchase behavior.

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