Intention to buy/sell online: A propositional model.

Research output: Book chapter/Published conference paperConference paperpeer-review


Behavioral Intention denotes the willingness of an individual to perform a certain action. Assessment of intention provides information that is helpful in determining the actual behavior. Online buying/selling (e-commerce) represents an activity, which is performed once an individual develops the intention. In view of the close association between the intention and the behavior, understanding and identifying the factors that impact the intention is important. This exploration can be more fruitful if the context of a behavior is given due consideration. Online buying/selling shows a certain context in which technological, informational, individual, and socio-cultural factors interact. In view of this understanding, the current study proposes a model which postulates that behavioral intention to buy/sell online will be influenced by technological, individual, and informational factors. Additionally, the model proposes that the individual cultural values will moderate the impact of aforementioned factors on behavioral intention. This study, though exploratory in nature, makes an important contribution to information systems research by proposing a model that attempts to theoretically relate the cultural values with the adoption of online buying/selling. This research also tries to address the call for more integrated research on online buying/selling.
Original languageEnglish
Title of host publicationSWDSI
Subtitle of host publication41st Proceedings
EditorsCarl Rebman Jr
Place of PublicationUSA
Number of pages15
Publication statusPublished - 2010
EventAnnual Conference of South West Decision Science Institute (SWDSI) - Dallas-Texas, USA, New Zealand
Duration: 03 Mar 201005 Mar 2010


ConferenceAnnual Conference of South West Decision Science Institute (SWDSI)
Country/TerritoryNew Zealand


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