A Model of the Determinants of Purchasing from Virtual Stores

Virtual stores are Internet-based innovations that influence the dynamics of consumer choice making. Utilizing the attitude-to-behavior theory, theory of reasoned action, technology acceptance model, functional theory of attitude, causal theory of action, and prior literature, we develop and empirically evaluate a model that describes consumer purchase decisions in a virtual store. We test the model using data collected from validated survey instruments for each of the constructs utilizing the structured equation modeling technique. The model helps in the design of virtual stores by describing how individuals who visit such stores can be induced to purchase from virtual stores. It describes that perceived usefulness, perceived behavioral control, and perceived peer influence impact attitude toward purchasing from a virtual store. Attitude toward purchasing from a virtual store, in turn, influences the actual purchasing from a virtual store. We discuss the implications for the design of virtual stores that lead to purchase decisions.