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1、ARTICLEINPRESSInternationalJournalofInformationManagement24(2004)539–550www.elsevier.com/locate/ijinfomgtPredictingonlinegrocerybuyingintention:acomparisonofthetheoryofreasonedactionandthetheoryofplannedbehaviora,baTorbenHansen,JanMøllerJensen,HansStubbeSolgaardaDepartmentofMarketing,Copen
2、hagenBusinessSchool,SolbjergPlads3,2000Frederiksberg,DenmarkbDepartmentofMarketing,UniversityofSouthernDenmark,Campusvej55,5230OdenseM.,DenmarkAbstractThispaperteststheabilityoftwoconsumertheories—thetheoryofreasonedactionandthetheoryofplannedbehavior—inpredictingconsumeronlinegrocerybuying
3、intention.Inaddition,acomparisonofthetwotheoriesisconducted.Datawerecollectedfromtwoweb-basedsurveysofDanish(n¼1222)andSwedish(n¼1038)consumersusingself-administeredquestionnaires.Theseresultssuggestthatthetheoryofplannedbehavior(withtheinclusionofapathfromsubjectivenormtoattitude)providest
4、hebestfittothedataandexplainsthehighestproportionofvariationinonlinegrocerybuyingintention.r2004ElsevierLtd.Allrightsreserved.Keywords:Onlinebuyingintention;Groceries;Theoryofreasonedaction;Theoryofplannedbehavior;Lisrel1.IntroductionInrecentyears,severaltheoriesandmodelshavebeenproposedfort
5、hepurposeofexplainingandpredictingconsumeronlinebehavior.Ithasbeensuggested(refertoe.g.,Peterson,Balasubramanian,&Rosenberg,1997)thatproductsselectedbyconsumersprimarilyonthebasisofsearchattributesaremostamenabletoonlineretailingbecausedirectexperienceisnotrequired.Also,Klein(1998)suggestst
6、hattheInternetisparticularlyusefulforseekinginformationinrelationtosearchproductsduetolowperceivedsearchcosts.VerhoefandCorrespondingauthor.Tel.:+45-38-15-21-00;fax:+45-38-15-21-01.E-mailaddress:th.marktg@cbs.dk(T.Hansen).0268-4012/$-seefrontmatterr2004ElsevierLtd.Allrightsreserved.doi:10.
7、1016/j.ijinfomgt.2004.08.004ARTICLEINPRESS540T.Hansenetal./InternationalJournalofInformationManagement24(2004)539550Langerak(2001)haveconsideredpossibledeterminantsofconsumers’adoptionofelectronicgroceryshoppingbasedonthetheoryofdiffusionofinnovations.Sh
