A model for the online behavioral intention process that measured attitude, subjective norms, and involvement indicated the effective influence variables on online intention outcome. The structural equation model (SEM) was used to analyze the relationships among attitude, subjective norms, involvement degree and online behavioral intention. A suitable structural model for online behavior intention was acquired by developing a measurement method that showed validity and reliability. This study found that involvement degree is an important variable that explained the influences on online behavioral intention with a significant correlation with attitude and the subjective norm.
關聯:
Journal of International Marketing & Marketing Research, 30(2), 67-91
