| Author: | McQuarrie, E. F. |
| Title: | Alternative to purchase intentions : the role of prior behaviour in consumer expenditure on computers. |
| Journal: | Journal of the Market Research Society
1988 : OCT, VOL. 30:4, p. 407-437 |
| Index terms: | CONSUMER RESEARCH CONSUMER BEHAVIOUR MARKETING THEORY COMPUTER USERS |
| Language: | eng |
| Abstract: | A research report is presented examining the extent to which measures of behaviour can supplement or replace consumers' reported purchase intentions. Literature on attitude-behaviour consistency is reviewed. Four causal models that incorporate intentions, prior behaviour and subsequent behaviour are formulated: a purely cognitive, a purely behavioural, an additive and a contingent one. A survey of home computer owners, with a reinterview conducted fifteen months later, supported the additive and the contingent models. The other models were not found to be tenable. Limitations and implications for future research are summarized. |
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