In the consumer behaviour literature several perspectives on consumer decision making have
been considered, including the ‘value perspective’, the ‘information processing perspective’,
the ‘emotional perspective’, and ‘cue utilization theory’. In this paper, a framework which
integrates several perspectives on consumer decision making and which hypothesizes possible
links between several basic constructs is developed. The framework is tested by the use of
two experimental designs. The results of this study support the complexity of consumer
decision making: (A) Consumers do not use their cognitive and affective skills independently,
rather they affect each other; (B) the cognitive, evaluative constructs of quality and attitude
had significant direct effects on buying intention in both experiments, whereas the affective
construct of emotion had no significant effects on buying intention in both experiments; (C)
price affected in both experiments perceived quality, which in turn affected attitude, which in
turn affected buying intention. At the same time, price had no direct effect on buying
intention.
Hansen, Torben; Jensen, Jan Møller; Solgaard, Hans Stubbe(København, 2003)
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Abstract:
This paper tests the ability of two consumer theories - the theory of reasoned action and the theory of planned behavior - in predicting consumer online grocery buying intention. In addition, a comparison of the two theories is conducted. Data were collected from two web-based surveys of Danish (n=1222) and Swedish (n=1038) consumers using self-administered questionnaires. Lisrel results suggest that the theory of planned behavior (with the inclusion of a path from subjective norm to attitude) provides the best fit to the data and explains the highest proportion of variation in online grocery buying intention. Keywords Online buying intention – groceries - theory of reasoned action – theory of planned behavior – lisrel
