the moderating role of perceived self-efficacy in the context of online buying adoption
Clicks: 166
ID: 254561
2013
Article Quality & Performance Metrics
Overall Quality
Not rated
Combines reader engagement with the AI quality analysis. This
article has not been analysed, so there is no overall score —
reader engagement is measured and shown alongside.
Reader Engagement
Popular Article
30.0
/100
166 views
42 readers
AI Quality Assessment
Not analyzed
Readership in this journal
PopularRanked #23 of 26 articles by views in wireless communications and mobile computing
Most read
Least read
Bar heights use a square-root scale.
Mint this article as an NFT
Not yet mintedCreate a permanent, verifiable on-chain record of this article on the Scimatic Network. The NFT is held in your Journament account, and you can withdraw it to your own wallet at any time.
5
SUSD
one-off · no wallet required
Abstract
Previous researchers that have employed Technology Acceptance Model (TAM) in modeling online buying behavior, validated that consumers’ attitude towards online buying is mainly determined by two salient beliefs: perceived usefulness of online buying and perceived ease of buying online. This paper takes a different approach from previous studies and postulates that the relationship between ease of buying online and attitude will be moderated by consumers’ perceived self-efficacy. The results of a PLS-based structural equation modeling analysis validate
this assumption, indicating a negative path coefficient for the moderating effect. This means that the direct effect of perceived ease of buying online on attitude will decrease as consumers gain more skills and knowledge about online buying and thus, they perceive an increased selfefficacy.
The results of this study implies that consumers’ salient beliefs of online buying must be rethought since perceived ease of buying is losing its importance in determining consumers’ attitude for those highly experienced online buyers.
Keywords: online buying, perceived self-efficacy, moderating effect, structural equation modeling
this assumption, indicating a negative path coefficient for the moderating effect. This means that the direct effect of perceived ease of buying online on attitude will decrease as consumers gain more skills and knowledge about online buying and thus, they perceive an increased selfefficacy.
The results of this study implies that consumers’ salient beliefs of online buying must be rethought since perceived ease of buying is losing its importance in determining consumers’ attitude for those highly experienced online buyers.
Keywords: online buying, perceived self-efficacy, moderating effect, structural equation modeling
| Reference Key |
iconaru2013brandthe
Use this key to autocite in the manuscript while using
SciMatic Manuscript Manager or Thesis Manager
|
|---|---|
| Authors | ;Claudia Iconaru |
| Journal | wireless communications and mobile computing |
| Year | 2013 |
| DOI |
DOI not found
|
| URL | |
| Keywords |
Citations
No citations found. To add a citation, contact the admin at info@scimatic.org
Comments
No comments yet. Be the first to comment on this article.