The Integration of Theory of Planned Behaviour (TPB) and Technology Acceptance Model (TAM) in Determining Online Purchasing Behaviour in Malaysia

Internet online purchasing has been a growing phenomenon around the globe, especially among countries that have well-developed infrastructure for marketing activities over the Internet. Despite the world internet potential, the growth of actual number of Internet users who purchased online has been low. Thus, our study intends to investigate the determinant of online purchasing behaviour in Malaysia based on the integration of Theory of Planned Behaviour (TPB) and Technology Acceptance Model (TAM). This study employs quantitative, field research design by collecting primary data to answer the research questions and to achieve research objectives. As for this research probability sampling is used on 5,908 internet users who are executives of American International Assurance (AIA). Out of the 500 questionnaires distributed, 290 questionnaires were duly returned, representing 58 percent of response rate. The structural equation modeling (SEM) analysis produces four structural models: hypothesized, generating, TPB competing and TAM competing models. The generating model shows eleven direct significant impacts: significant antecedents of actual online purchasing are intention, perceived risk, perceived security, perceived usefulness, perceived ease of use, attitude and perceived behavioural control; significant antecedents of intention are perceived risk and perceived ease of use; and significant antecedents of attitude are perceived security and perceived usefulness. Finally, amongst the four structural models, generating model achieved the highest SMC (R2), explaining 57.7 percent variance in actual online purchasing, followed by TAM competing model (SMC= 11.5 percent) and TPB competing model (SMC= 10.2 percent). The findings are discussed in the context of Internet purchasing behaviour in Malaysia.