Abstract

The objective of the present study is (1)to investigate the factors affecting on-line shopping behavior based on the Theory of Reasoned Action(TRA) and the Theory of Planned Behavior(TPB) and (2)to test and compare the two models in the on-line shopping environment.. 421 web users participated in on-line survey, and the hierarchical multiple regression as well as the analysis of covariance structure were performed. The results of this study demonstrate that perceived behavior control in addition to the attitude and subjective norm are related to the variable of behavior(purchase) intention. They also support both models on on-line shopping, with no difference in terms of fit measures. The theoretical as well as practical implications of these findings, limitations of this study, and the direction of future research are discussed.