Integrated Conceptual Framework to Explain Online Purchasing Intention in E-Commerce

Abstract

E-commerce has several benefits with many challenges. The identity of the involved parties and verifying the suitability of the goods is a matter of debate. There is no proper theory to explain this complex online purchasing behavior. A conceptual framework development was conducted specifically to find a model to measure online purchasing intention. A thematic literature survey was conducted to evaluate the theoretical models. The identified factors were grouped and used to build the initial model (Mα) in study one. Technology acceptance models and E-service quality models were critically reviewed to identify a major component in the context of e-commerce in study two. Results from study one and study two were integrated, and constructs were regenerated to build the second model beta (Mβ). The results of the delphi method confirm that the second model beta (Mβ), with minor modifications, was used to generate the third model gamma (Mσ). Further, model gamma (Mσ) was tested utilizing the nominal group technique with industrial experts, and those results confirm model gamma, without modifications, and this was then callled model mu (Mμ). The constructs of the model, Personal Attributes, Social Influence, Advantage Expectancy, Effort expectancy, Facilitating Conditions, Vendor Quality, Transaction Safety, E-commerce Services, Web Quality and Trust had a direct association with online purchasing intention. Furthermore, Vendor Quality, Transaction Safety, E-commerce Services and Web Quality had an indirect association with online purchasing intention through Trust. Age, Gender and Expertise were the moderators of the relationships between the constructs of the model and online purchasing intention.