EuroEconomica, Vol 31, No 3 (2012)

Abstract

For studying consumers’ intention to buy online, ECM-IT framework was employed. Consumers’ behavioral intention is a function of both consumers’ satisfaction with their decision to buy online goods and services and perceived usefulness of using the Internet in the buying process, while consumers’ confirmation of initial expectations has a direct effect on both satisfaction and perceived usefulness. While ECM-IT was validated in various online consumer behavior models, the effect of control variables, such as consumers’ gender, income and level of education was given little attention. Thus, this paper’s aim is to test whether ECM-IT causal relationship will hold when accounted for consumers’ socio-demographic variables. Three PLS-based SEM analyses were conducted for hypothesis testing.