Resource title

Consumer Online Grocery Buying Intention - a TRA versus TPB Approach

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Resource description

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

Resource author

Torben Hansen, Jan Møller Jensen, Hans Stubbe Solgaard

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Resource publish date

Resource language

eng

Resource content type

application/pdf

Resource resource URL

http://hdl.handle.net/10398/6651

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