Title: Online consumer behaviour: extension of decomposed theory of planned behaviour with consumers' perception of online retailing ethics

Authors: Afshan Azam; Fu Qiang

Addresses: College of Business Administration, Dar Al Uloom University, P.O. Box 3535, Riyadh 13314 – 7222, KSA ' College of Economy and Business Administration, Chongqing University, 174 Shazheng Street, Shapingba District, Chongqing 400044, China

Abstract: Some of the most electrifying advances in our economy right away are in the realm of electronic commerce. However, many issues associated with online world still pose serious challenges to the growth of electronic commerce and affect consumer behaviour to purchase online. In this study, we test constructs from behavioural study (decomposed theory of planned behaviour (DTPB)) and online retailer ethics (consumers' perception of online retailing ethics (CPEOR)) in an integrated theoretical framework of online consumer behaviour. Exclusively, we examine how attitude, subjective norms, perceived behavioural control (PBC) and CPEOR influence online consumers' intention to purchase online and actual purchase behaviour. An empirical investigation of online consumers' behaviour in China was conducted. Forward logistic regression was used for data analysis and results showed substantial support for most of the hypotheses proposed. Managerial implications and contributions of the study were also discussed.

Keywords: online consumer behaviour; decomposed TPB; theory of planned behaviour; consumer perceptions; online retailing; online ethics; retailing ethics; e-commerce; electronic commerce; security; privacy; non-deception; fulfilment; reliability; e-purchasing; online purchasing; electronic purchasing; China; consumer attitudes; subjective norms; perceived behaviour; behavioural control; intention to buy; purchase behaviour.

DOI: 10.1504/IJEB.2014.063017

International Journal of Electronic Business, 2014 Vol.11 No.3, pp.199 - 219

Published online: 18 Jun 2014 *

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