Customers’ Online Purchase Intention: Applying Extended Theory of Planned Behaviour (TPB) Model
Abstract:This research extended the theory of planned behaviour (TPB) with familiarity, trust, and perceived risk to examine the consumers' online purchase intention in Sri Lanka. Data were collected from 250 postgraduate students enrolled in eight universities and higher education institutes in Sri Lanka. Structural equation modelling confirmed the role of trust and familiarity as antecedents to customer intention. However, contrary to the expectations, perceived risk was not identified as a key determinant of custome… Show more
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