Determinants of customer intention in online purchasing: an integrated TAM-TPB model

Purpose The purpose of this study is to examine the factors that influence consumers “online purchasing intention based on Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB).” Design/methodology/approach Structural equation modeling technique is used to analyze data collected from 225 among students at the Higher Institute of Management of Gabès across different disciplines. Findings The results showed that subjective norms, attitude, perceived behavioral control, perceived usefulness and trust had positive effects on students’ online purchasing intention. Only the factor of perceived risk was found to be insignificant for intention to purchase online. Practical implications The results offer important implications for online service providers and are likely to stimulate further research in the area of online purchasing intention in Tunisia. Originality/value The paper provides additional insights for retailers and researchers into the effects of subjective norms, attitude, perceived behavioral control, perceived usefulness and trust on online purchasing intentions of Tunisian consumers, which could be used in formulating online marketing strategies and considering future research directions.