Application of decomposed theory of planned behaviour on post graduate students toward on-line shopping

Abstract

The increasing use of the Internet in Malaysia provides a developing prospect for E- marketers. Attitude is an important determinant of online shopping behavior and represents the best estimates of future behavior available to market researchers. Among all the theories, the decomposed TPB model determines particular salient beliefs that might influence Information Technology usage and will predict the behavioral intention more reliable. This study sets out to examine the factors influencing students’ online shopping attitudes and intentions at one of public university in Malaysia. In this research the non-probability sampling were chosen and the data were collected from 375 postgraduate students in the university. Data were analyzed by structural equation modeling using the Partial Least Squares (PLS) approach. The results of the study showed that perceived usefulness and compatibility were significantly and positively correlated with the attitude of students towards online shopping and also trust as an extent factor indicated to have positive influence on mediator, while perceived ease of use did not provide the significant relationship on attitude. Moreover, it was found that attitude fully mediate the relationship between trust and behavioral intention and also perceived usefulness and behavioral intention, whereas, attitude partially mediates the relation between perceived ease of use also compatibility and behavioral intention.