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A comparison of three models to explain shop-bot use on the web

โœ Scribed by Lance Gentry; Roger Calantone

Publisher
John Wiley and Sons
Year
2002
Tongue
English
Weight
206 KB
Volume
19
Category
Article
ISSN
0742-6046

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โœฆ Synopsis

Abstract

An ongoing requirement in the 21st century is that marketers must understand the impact of the network economy on buyer behavior. Although new models will certainly be developed, it seems reasonable that existing models of buyer behavior will still apply. This study uses structuralโ€equations modeling to test if three popular models of behavioral intentโ€”the theory of reasoned action, the theory of planned behavior, and the technology acceptance modelโ€”work in a network context. It recommends the technologyโ€acceptance model as superior to the others in the current network context, and also shows how to check and account for the presence of common method bias in a single source instrument. ยฉ 2002 Wiley Periodicals, Inc.

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