Table 3 Structural Path coefficients and impacts of the variables on the TPB constructs and PI of the online and offline shopper groups. source Tai [11]
Structural Path Analyses | Hypotheses | Online Shopper Structural Path Coefficient Values | Online Shopper Hypothesis Results | Hypotheses | Overall Shopper Structural Path Coefficient Values | Overall Shopper Hypothesis Results |
|---|---|---|---|---|---|---|
Ease of Usage → Attitude | H1a | 0.838 | Supported | β1a | 0.644 | Supported |
Ease of Usage → Subjective Norms | H1b | 0.651 | Supported | β1b | 0.651 | Supported |
Ease of Usage → Perceived Behavioral Control | H1c | 0.79 | Supported | β1c | 0.498 | Supported |
Product Price → Attitude | H2a | (-0.127) | Not Supported | β2a | (-0.032) | Not Supported |
Product Price → Subjective Norms | H2b | 0.28 | Supported | β2b | 0.28 | Supported |
Product Price → Perceived Behavioral Control | H2c | (-0.155) | Not Supported | β2c | 0.051 | Not Supported |
Brand Perception → Attitude | H3a | 0.142 | Not Supported | β3a | 0.249 | Supported |
Brand Perception → Subjective Norms | H3b | 0.005 | Not Supported | β3a | 0.108 | Not Supported |
Brand Perception → Perceived Behavioral Control | H3c | 0.133 | Not Supported | β3c | 0.413 | Supported |
Attitude → Purchase Intention | H4a | 0.105 | Not Supported | β4a | 0.378 | Supported |
Subjective Norms → Purchase Intention | H4b | 0.753 | Supported | β4b | 0.469 | Supported |
Perceived Behavioral Control →  | H4c | 0.176 | Not Supported | β4c | 0.225 | Supported |