A Comparison of Three Models to Explain Shop-Bot Use on the Web
An ongoing requirement in the 21st century is that marketers must understand the impact of the network economy on buyer behavior. Although new models will certainly be developed, it seems reasonable that existing models of buyer behavior will still apply. This study uses structural-equations modeling to test if three popular models of behavioral intent - the theory of reasoned action, the theory of planned behavior, and the technology acceptance model - work in a network context. It recommends the technology-acceptance model as superior to the others in the current network context, and also shows how to check and account for the presence of common method bias in a single source instrument.
Gentry, L., & Calantone, R. (2002). A Comparison of Three Models to Explain Shop-Bot Use on the Web. Psychology and Marketing.
The definitive version is available at http://dx.doi.org/10.1002/mar.10045
Business and Information Technology
Keywords and Phrases
Network Economy; Consumer behavior; Marketing; Structural equation modeling
Article - Journal
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