Title:	EVALUATION OF INTERNET PURCHASE INTENTION MODELS (CASE STUDY: INTERNET BOOK PURCHASE IN IRAN)
Author(s):	Mona Khadem Sameni , Bahman Ajdari , Siamak Rafati Khosro-shahi
ISBN:	978-972-8939-07-6
Editors:	Piet Kommers and Pedro Isaías
Year:	2010
Edition:	Single
Keywords:	Internet Purchase, Technology Acceptance Model (TAM), Theory of Planned Behavior (TPB), Decomposed Theory of Planned Behavior (DTBP)
Type:	Full Paper
First Page:	330
Last Page:	337
Language:	English
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Full Contents:	click to dowload
Paper Abstract:	This paper is intended to propose a model that considers all relevant factors regarding internet book purchase in the city of Tehran. Thus, three models are estimated and evaluated in various stages and in each stage they become more comprehensive by including additional factors and extra details. In addition to the broadly accepted models of Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB), a combined model of these two, namely Decomposed Theory of Planned Behavior (DTBP) is also estimated in this paper. In an attempt to estimate the role of each present factor in each model, a questionnaire is designed. In addition to descriptive method, Structural Equation Modeling (SEM) has also been utilized to test the relevant hypotheses and present appropriate analyses. It is consequently affirmed that the Structural Equation Modeling (SEM) is efficacious based on which a customized model in accordance with the Iranian culture and the country’s interior circumstances has been proposed
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