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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: © 2018 |Pages: 20
ISBN13: 9781522525998|ISBN10: 1522525998|EISBN13: 9781522526001
DOI: 10.4018/978-1-5225-2599-8.ch020
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MLA

Singh, Devinder Pal. "Integration of TAM, TPB, and Self-Image to Study Online Purchase Intentions in an Emerging Economy." Mobile Commerce: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, IGI Global, 2018, pp. 374-393. https://doi.org/10.4018/978-1-5225-2599-8.ch020

APA

Singh, D. P. (2018). Integration of TAM, TPB, and Self-Image to Study Online Purchase Intentions in an Emerging Economy. In I. Management Association (Ed.), Mobile Commerce: Concepts, Methodologies, Tools, and Applications (pp. 374-393). IGI Global. https://doi.org/10.4018/978-1-5225-2599-8.ch020

Chicago

Singh, Devinder Pal. "Integration of TAM, TPB, and Self-Image to Study Online Purchase Intentions in an Emerging Economy." In Mobile Commerce: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, 374-393. Hershey, PA: IGI Global, 2018. https://doi.org/10.4018/978-1-5225-2599-8.ch020

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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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