Application of the theories of Self-Determination, Planned Behavior and Reasoned Action in online purchasing (A study at Royal Safar Iranian Company)

Abstract

The advancement of the World Wide Web has resulted in the creation of a new form of purchasing that is called online purchase. Hence, identifying the determinants of the customer online purchase intention, especially determining the role of gender as an independent or moderator variable is considered as an important research priority. The conceptual model of research which has been extracted in accordance with the theory of reasoned action, theory of planned behavior and self-determination theory was analyzed through data that had been gathered from 162 customers of Royal Safar Iranian Company. The results show that perceived website quality, through trust to website, influences the online purchase intention. In addition, the effect of attitude toward web-based purchase on the online purchase intention was confirmed. The findings also exhibit that gender and enjoyment haven’t effect on the online purchase intention. These results can be used to improve and enhance the internet service quality by managers of this company.

Keywords

• Online Purchase Intention
• Transportation System
• Perceived Website Quality
• Gender