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Title:
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Consumer Online Grocery Buying Intention
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a TRA versus TPB Approach |
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Author:
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Hansen, Torben; Jensen, Jan Møller; Solgaard, Hans Stubbe |
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Abstract:
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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 |
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URI:
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http://hdl.handle.net/10398/6651
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Date:
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2003-12-10 |
This work is licensed under a Creative Commons License.
