A Comparison of Three Models to Explain Shop-Bot Use on the Web
Abstract
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.
Recommended Citation
Gentry, L., & Calantone, R. (2002). A Comparison of Three Models to Explain Shop-Bot Use on the Web. Psychology and Marketing John Wiley & Sons.
The definitive version is available at https://doi.org/10.1002/mar.10045
Department(s)
Business and Information Technology
Keywords and Phrases
Network Economy; Consumer behavior; Marketing; Structural equation modeling
International Standard Serial Number (ISSN)
0742-6046
Document Type
Article - Journal
Document Version
Citation
File Type
text
Language(s)
English
Rights
© 2002 John Wiley & Sons, All rights reserved.
Publication Date
01 Nov 2002
