Effect of Attitudes, Subjective Norms, Perceived Behavioral Control and Domain Specific Innovativeness on Online Buying

Internet has fast emerged as an alternative channel for shopping. In this changing scenario, the authors have tried to design and check a model of the various factors affecting shopper behavior for online buying in the Indian context. An individual's attitude for online buying along with his subjective norms, perceived behavioral control and domain specific innovativeness can make his intention to buy online in future. A structured undisguised questionnaire and snowball sampling have been used to collect data from respondents across four largest cities of Gujarat state. The instrument has been checked for validity and reliability and then result of the proposed model has been tested. The results suggest attitude and domain specific innovativeness of an individual are positively related, but subjective norms and perceived behavioral control are not related to future intention to buy online. Web retailers would be interested in knowing what factors affect an individual's intention to buy online in future as the growth of online retailing definitely depends on this construct.