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

Article OPEN
Iconaru Claudia;
(2012)
  • Journal: Romanian Economic Journal,volume 15,issue 44 June,pages243-262
  • Subject: normative beliefs, online buying, structural equation modeling, direct effects, moderating effects
    • jel: jel:M31 | jel:L81

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 magnitud... View more
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