A STUDY ON ONLINE PURCHASING INTENTION AMONG COLLEGE STUDENTS BY USING THEORY OF PLANED BEHAVIOUR (TPB)

Abstract

Online shopping has become new type of retail shopping. When you buy a product or a service over the internet, instead of going to a traditional brick-and-mortar store, it is called online shopping. It has now been adopted all over the world including India. This shopping method is still not as well known or accepted as in many other countries. As the knowledge of online shopping in India is increasing rapidly the scope of online shopping is wider now.The study is extension of the well- established factors of Theory of Planed Behaviour (TPB) includes, Attitude (AT), Awareness (AW), Perceived behaviour control (PB), Perceived reliability (PR) and Trust and faithfulness (TF). The impact of TPB variables on the Online Purchasing intention (OPI) college students was studied. These factors are identified through previous research and each one measured based on 5-point interval scale. Using primary data collection method, 60 questionnaires were distributed to respondancewho have done online purchasing. The study made use of 18 measures and these measures were factor analysed into 6 constructs such as AT, AW, PB, PR, TF and OPI to use online shopping. A Regression model was formed by taking OPI as dependent variable and AT, AW, PB, PR and TF as independent variables.It is found from the analysis that three of TPB construct ie, AT, AW and TF have significant positive effect on OPI to online shopping while PB and PR have insignificantly relationship on OPI. AW is the strongest predictor of OPI to online shopping followed by AT and TF.The theoretical contribution of the study is the validation of Theory of Planed Behaviour (TPB) by empirically testing the influence of TBP variables Online Purchase Intent to online shopping.