The Long And The Short Of eCommerce Intentions: Examining The Distinguishing Effect Of Time Orientation Between Behavioral Intentions And Behavioral Goals

Abstract

This study analyzes the distinction, both conceptually and operationally, between behavioral intentions and behavioral goals. This paper recognizes the importance of time orientation in the measurement of behavioral intentions, as defined by Fishbein and Ajzen (1975). Literature is reviewed that shows this conceptual definition is often misused in information systems (IS) research because behavioral intention is sometimes operationalized with a long-term time orientation (i.e., continued use). This paper offers an empirical assessment, in the context of online purchases, of the discriminant validity between behavioral intentions and behavioral goals. The results of the survey (N = 458) indicate that time orientation does distinguish these constructs in an eCommerce setting. Theoretical implications are that long-term oriented behavioral intentions actually represent behavioral goals and thus have less conceptual implications for predicting actual behavior. Practical implications indicate that such distinctions may influence eCommerce strategies for online impulse purchases as well as customer relationship management.