publication . Article . 2012

Modeling the impact of normative beliefs in the context of online buying: Direct and moderating effects

Iconaru Claudia;
Open Access
  • Published: 01 Jan 2012 Journal: Romanian Economic Journal, volume 15, issue 44 June, pages 243-262
Normative beliefs tend to play a significant role in the context of online buying, having both direct and moderating effects. The results of the structural equation modeling indicate a direct effect of normative beliefs on the intention to buy online. Also, the magnitude of the relationship between online trust and perceived risk depends on the level of normative beliefs, showing that the effect of online trust on perceived risk varies as a function of the level of the moderator variable. This findings yield serious managerial implications to the extent that online buying can be stimulated through trust building and referent groups pay a significant role in inst...
free text keywords: normative beliefs, online buying, structural equation modeling, direct effects, moderating effects, jel:M31, jel:L81
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