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A Model of Consumer Behaviors in Electronic Commerce: Trust, Information Search, and Internet Shopping
Unformatted Document Text:  7 The Theory of Planned Behavior (Ajzen, 1985, 1991) asserts that attitude toward a behavior and subjective norm significantly predict intention to perform a behavior. The theory further suggests that intention to perform a behavior drives such a behavior. In the framework of Planned Behavior theory, Attitude toward a behavior is conceptualized as an individual’s positive or negative judgments of a behavior or beliefs about the outcome of performing a behavior. On the other hand, a subjective norm refers to an individual’s perception of whether his/her referents or peers support a behavior or not. Additionally, theorists added another variable, perceived behavioral control, not included in prior attitude-behavioral models (e.g., Fishbein & Ajzen, 1975). “Perceived behavioral control refers to the perception of ease or difficulty in performing the behavior of interest” (Ajzen, 1991, p. 183). Previous empirical research demonstrates that perceived behavioral control significantly accounts for behavioral intentions (Horn, 1977). Some studies directly link perceived behavioral control with actual behavior, independent of intention (Taylor and Todd, 1995). Applying the Theory of Planned Behavior, a consumer’s attitudes or beliefs toward electronic commerce such as trust have found to predict his/her information search intention and actual search behaviors on the Internet (Engel et al., 1995; Shim et al., 2001). Trust in electronic commerce is supposed to be one of most critical attitudes affecting consumer behaviors on the Internet. Consumers often hesitate to actively engage in information search because they do not want to provide private information required to access the information offered. During the information searches, company and consumer interest conflicts. Companies want to gather information about the consumer for their database while consumers try to minimize disclosure of their personal information (Hoffman et al., 1999). While attitudes toward electronic commerce found to play important roles in online consumer behaviors,

Authors: Keum, Heejo. and Cho, Jaeho.
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7
The Theory of Planned Behavior (Ajzen, 1985, 1991) asserts that attitude toward a
behavior and subjective norm significantly predict intention to perform a behavior. The theory
further suggests that intention to perform a behavior drives such a behavior. In the framework
of Planned Behavior theory, Attitude toward a behavior is conceptualized as an individual’s
positive or negative judgments of a behavior or beliefs about the outcome of performing a
behavior. On the other hand, a subjective norm refers to an individual’s perception of whether
his/her referents or peers support a behavior or not. Additionally, theorists added another
variable, perceived behavioral control, not included in prior attitude-behavioral models (e.g.,
Fishbein & Ajzen, 1975). “Perceived behavioral control refers to the perception of ease or
difficulty in performing the behavior of interest” (Ajzen, 1991, p. 183). Previous empirical
research demonstrates that perceived behavioral control significantly accounts for behavioral
intentions (Horn, 1977). Some studies directly link perceived behavioral control with actual
behavior, independent of intention (Taylor and Todd, 1995).
Applying the Theory of Planned Behavior, a consumer’s attitudes or beliefs toward
electronic commerce such as trust have found to predict his/her information search intention and
actual search behaviors on the Internet (Engel et al., 1995; Shim et al., 2001). Trust in
electronic commerce is supposed to be one of most critical attitudes affecting consumer
behaviors on the Internet. Consumers often hesitate to actively engage in information search
because they do not want to provide private information required to access the information
offered. During the information searches, company and consumer interest conflicts.
Companies want to gather information about the consumer for their database while consumers
try to minimize disclosure of their personal information (Hoffman et al., 1999). While attitudes
toward electronic commerce found to play important roles in online consumer behaviors,


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