Cited by 694Technology Adoption and User BehaviourPrivacy, Security, and Data ProtectionConsumer Behavior and Marketing Influence

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The theory of planned behavior and Internet purchasing

George, Joey F.·2004·Internet Research

DOI 10.1108/10662240410542634

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Abstract

Several opinion polls have found that many consumers resist making purchases via the Internet because of their concerns about the privacy of the personal information they provide to Internet merchants. Using the theory of planned behavior as its basis, this study investigated the relationships among beliefs about Internet privacy and trustworthiness, along with beliefs about perceived behavioral control and the expectations of important others, and online purchasing behavior. Data were collected from 193 college students. Analysis of the data indicates that beliefs about trustworthiness positively affect attitudes toward buying online, which in turn positively affect purchasing behavior. Beliefs about self‐efficacy regarding purchasing positively affect perceived behavioral control, which in turn affects online purchasing behavior. In short, respondents who believed in the trustworthiness of the Internet and in their own abilities to buy online were more likely to make Internet purchases than were those without such beliefs.

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Authors: George, J. F.
Affiliations: Florida State University (US)
Corresponding author: George, Joey F.
ORCID: George, Joey F.
Venue: Internet Research
Publisher: Emerald
Published: 2004-07-01
Volume: 14
Issue: 3
Pages: 198-212
ISSN: 1066-2243 (ISSN-L)
DOI: 10.1108/10662240410542634
OpenAlex: W2135060430
Cited by: 694
References: 38
Citations by year: 2026: 22 · 2025: 29 · 2024: 35 · 2023: 46 · 2022: 57 · 2021: 64 · 2020: 38 · 2019: 48 · 2018: 34 · 2017: 44 · 2016: 33 · 2015: 32 · 2014: 42 · 2013: 41 · 2012: 31
FWCI: 16.28
Type: journal article
Language: en
Open access: closed
Licence: www.emerald.com/insight/site-policies (tdm)
Locations: Internet Research (publishedVersion)
Topics: Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
Social Sciences › Sociology and Political Science › Privacy, Security, and Data Protection
Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
Keywords: theory of planned behavior, online shopping, online privacy, trustworthiness, perceived behavioral control, self-efficacy, consumer behavior, university students

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The theory of planned behavior and Internet purchasing

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