Theory of planned behaviour extension in adoption of social media for online shopping in India Online publication date: Thu, 24-Mar-2022
by Bhuvanesh Kumar Sharma; Sunil Mishra; Vinay Nandre
International Journal of Business Innovation and Research (IJBIR), Vol. 27, No. 3, 2022
Abstract: The purpose of writing this research paper is to study the online purchase behaviour of the consumer concerning social media. To accomplish the expected objective, the theory of planned behaviour (TPB) was executed. This research distinguished from previous research in two contexts; one, belief on privacy used in place of security to determine the attitude; second, purchase intention identified through social media instead of website or mobile. The results of the study depict that the subjective norm, attitude, and perceived behavioural control significantly influence social media purchase behaviour. Social media trustworthiness has a positive effect on attitude. However, belief in perceived privacy does not considerably change the attitude of consumers. Also, it is evident from the research that normative belief has a significant influence on subjective norms and positive belief on self-efficacy-control has a significant positive effect on perceived behavioural control.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business Innovation and Research (IJBIR):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook