Online consumer behaviour: extension of decomposed theory of planned behaviour with consumers' perception of online retailing ethics

Abstract

Some of the most electrifying advances in our economy right away are in the realm of electronic commerce. However, many issues associated with online world still pose serious challenges to the growth of electronic commerce and affect consumer behaviour to purchase online. In this study, we test constructs from behavioural study (decomposed theory of planned behaviour (DTPB)) and online retailer ethics (consumers' perception of online retailing ethics (CPEOR)) in an integrated theoretical framework of online consumer behaviour. Exclusively, we examine how attitude, subjective norms, perceived behavioural control (PBC) and CPEOR influence online consumers' intention to purchase online and actual purchase behaviour. An empirical investigation of online consumers' behaviour in China was conducted. Forward logistic regression was used for data analysis and results showed substantial support for most of the hypotheses proposed. Managerial implications and contributions of the study were also discussed.