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Integration of TAM, TPB, and Self-image to Study Online Purchase Intentions in an Emerging Economy

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  • Devinder Pal Singh

    (Punjabi University Regional Centre for IT & Management, Mohali, Punjab, India)

Abstract

E-commerce offers significant opportunity for retailers in emerging markets like India due to the growing Internet popularity and rising incomes. But the Internet penetration growth does not commensurate with the online retail sales. This necessitates unraveling and understanding the online buying behavior. This paper employs ‘Theory of planned behavior (TPB)', ‘Technology acceptance model (TAM)' and self-image to unfold the online consumer behavior. It proffers an integrated model of online consumer behavior by integrating the self-image variable with the TPB and TAM models. The study tests the various components of integrated model and find that attitudes, subjective norms, self-image, and self-efficacy significantly impact online purchase intentions. The study makes significant theoretical contributions and provides valuable insights into the consumers' online purchase behavior.

Suggested Citation

  • Devinder Pal Singh, 2015. "Integration of TAM, TPB, and Self-image to Study Online Purchase Intentions in an Emerging Economy," International Journal of Online Marketing (IJOM), IGI Global, vol. 5(1), pages 20-37, January.
    • Handle: RePEc:igg:jom000:v:5:y:2015:i:1:p:20-37
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    Cited by:

    1. Sunder Ramachandran & Sreejith Balasubramanian, 2020. "Examining the Moderating Role of Brand Loyalty among Consumers of Technology Products," Sustainability, MDPI, vol. 12(23), pages 1-16, November.
    2. Tam To Nguyen & Huong Thi Thu Truong & Tuan Le-Anh, 2023. "Online Purchase Intention Under the Integration of Theory of Planned Behavior and Technology Acceptance Model," SAGE Open, , vol. 13(4), pages 21582440231, December.

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