Predicting online grocery buying intention: a comparison of the theory of reasoned action and the theory of planned behavior

Authors:
Torben Hansen;Jan MøLler Jensen;Hans Stubbe Solgaard
Affiliations:
Department of Marketing, Copenhagen Business School, Solbjerg Plads 3, 2000 Frederiksberg, Denmark;Department of Marketing, University of Southern Denmark, Campusvej 55, 5230 Odense M., Denmark;Department of Marketing, Copenhagen Business School, Solbjerg Plads 3, 2000 Frederiksberg, Denmark
Venue:
International Journal of Information Management: The Journal for Information Professionals
Year:
2004

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Abstract

This paper tests the ability of two consumer theories-the theory of reasoned action and the theory of planned behavior-in predicting consumer online grocery buying intention. In addition, a comparison of the two theories is conducted. Data were collected from two web-based surveys of Danish (n=1222) and Swedish (n=1038) consumers using self-administered questionnaires. These results suggest that the theory of planned behavior (with the inclusion of a path from subjective norm to attitude) provides the best fit to the data and explains the highest proportion of variation in online grocery buying intention.