Acta Universitatis Danubius. Œconomica, Vol 15, No 2 (2019)

Attitudes towards Online Shopping: Application of the Theory of Planned Behaviour

Ephrem Habtemichael Redda


A wide-range of products are available for consumers to shop online conveniently, anytime from anywhere in the world. While e-commerce has shown exponential growth over the past decade, there is evidence in literature that suggests consumer resistance and reluctance in engaging in online shopping, mainly for privacy and security reasons. Using the theory of planned behaviour (TPB), this paper aims to investigate consumer attitudes towards online shopping in an emerging economy, South Africa. This study followed a descriptive and quantitative research method. Primary data was collected from a sample of 215 consumers in Gauteng, South Africa. Correlation analysis and structural equation modelling (SEM) were used to analyse the data. The results of the study indicate that trustworthiness, privacy and security concerns determine consumer attitude toward online shopping, which, in turn, influences online shopping behaviour. Beliefs about self-efficacy in conducting online transactions influenced consumers’ perceived behavioural control, which ultimately influenced the online shopping behaviour of consumers. Furthermore, the study found that normative beliefs are the immediate antecedent of subjective norms, which, in turn, influence online shopping behaviour. Marketing practitioners need to address the issues of real and perceived privacy issues and the security concerns of current and potential online shoppers if they are to fully benefit from the spoils of the internet.


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