Integrative model of TAM and TPB in online purchase intention

Consumers use the Internet to reap lots of benefits. Despite the plentiful advantages offered by online retailers, there are also disadvantages; it leaves either positive or negative impression for consumers to contemplate future online purchases. Therefore, this study is carried out to examine Malaysian consumers‘ intention to engage in online shopping. To achieve this, a research framework has been developed using Technology Acceptance Model (TAM) and Theory of Planned Behavioural (TPB); attitude functions is the mediator variable, while perceived risk and trust are the extended variables. A total of 321 respondents amongst Facebook users have participated in this research. Online questionnaires are distributed for data collection purposes and material acquired has been analyzed by Structural Equation Modeling (SEM). The result has shown that attitude and perceived behavioural control significantly affect consumer‘s intention to purchase online. Perceived usefulness, perceived ease of use and trust are significant towards attitude; and attitude positively mediates the relationship between perceived usefulness, perceived ease of use and trust with behavioural intention. However, there are five insignificant relationships namely perceived usefulness, perceived ease of use, trust, perceived risk and subjective norm towards behavioural intention. The study is essential for online retailers who want to understand the consumer attitude and intention to purchase, to improve marketing strategies, thus increase the number of loyal and potential consumers in their business company.