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首页> 外文期刊>Industrial Engineering Letters >Application of Structural Equation Modeling (SEM) to Explain Online Purchasing Intention - An Extension of Theory of Planed Behaviour (TPB)
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Application of Structural Equation Modeling (SEM) to Explain Online Purchasing Intention - An Extension of Theory of Planed Behaviour (TPB)

机译：结构方程模型（SEM）在解释在线购买意图中的应用-计划行为理论（TPB）的扩展

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The purpose of this study is extension of the well established factors of Theory of Planed Behaviour (TPB) includes, Attitude (A), Subjective norm (N), Perceived behavior control (P) and relation of Perceived reliability (U), Trust and faithfulness (T), on Online Purchasing intention (OP). These factors are identified through previous research and each one measured based on 7-point interval Likert scale. Using primary data collection method, 200 questionnaires were distributed to target respondents of customers online purchasing. The responses collected were 147 completed questionnaires representing 73.5 percent response rate. The data were analyzed using Structural Equation Modeling (SEM) using AMOS 20 and SPSS 19. Confirmatory factor analysis of measurement models indicate adequate goodness of fit after a few items was eliminated through modification indices verifications. Goodness of fit for the revised structural model shows requirement in terms of Ratio: 1,238; P-Value: 0.98; GFI: 0.932; and RMSEA; 0.040. The findings showed that perceived behavior control (?=.111, CR=6.656 p<0.001), Attitude (?=-.072, CR=-2.781, p<0.005) and Trust and faithfulness (?=.183, CR=4.454, p<0.001) have significant relationship on online purchasing behavior while subjective norm and Perceived reliability have insignificantly relationship on online purchasing intention.
机译：这项研究的目的是扩展已建立的计划行为理论（TPB）的因素，包括态度（A），主观规范（N），感知行为控制（P）和感知可靠性（U），信任和信任关系。忠诚度（T），关于在线购买意向（OP）。这些因素是通过先前的研究确定的，并且每个因素均基于7点间隔李克特量表进行测量。使用主要数据收集方法，向目标客户在线购买的受访者分发了200份问卷。收集到的答复是147份完整问卷，占73.5％的答复率。使用结构方程模型（SEM）使用AMOS 20和SPSS 19对数据进行分析。对测量模型的验证性因子分析表明，在通过修改指标验证消除了一些项目之后，拟合度足够好。修改后的结构模型的拟合优度以比率：1,238表示要求; P值：0.98; GFI：0.932;和RMSEA; 0.040。研究结果表明，感知的行为控制（？=。111，CR = 6.656 p <0.001），态度（？=-。072，CR = -2.781，p <0.005）和信任与忠诚（？=。183，CR = 4.454，​​p <0.001）与在线购买行为有显着关系，而主观规范和感知的可靠性与在线购买意图无关。

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