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| Tekijä: | Goode, M. M. H. Harris, L. C. |
| Otsikko: | Online behavioural intentions: an empirical investigation of antecedents and moderators |
| Lehti: | European Journal of Marketing
2007 : VOL. 41:5/6, p.512-536 |
| Asiasana: | consumer behaviour customers loyalty internet shopping |
| Kieli: | eng |
| Tiivistelmä: | The purpose of this study is to develop and extend existing research into consumers' online behavioural intentions. It proposes a model of the antecedents of behavioural intentions that models and evaluates how switching costs and inducements moderate the behavioural intentions of online shoppers. A structured questionnaire was used to gather data regarding consumer's interpretations and evaluations of one specific website. A total of 296 completed questionnaires were analysed. Analyses found support for the theoretical framework and uncovered strong links between a number of hypothesised antecedent and moderating factors and behavioural intentions. The findings supply valuable insights into which factors practitioners should focus their attention to better tailor their approaches and content. |
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