Intention to shop online: A study of Malaysian baby boomers.


Yet Mee Lim, Ching Seng Yap and Teck Heang Lee*

Using the theory of planned behavior as the theoretical framework, this study aimed to examine the relationships between attitude towards online shopping, subjective norm, perceived behavioral control, and intention to shop online. Based on a sample of 146 baby boomers who are Internet users but not online shoppers, the study found that two of the three determinants--attitude towards online shopping and subjective norm--were significantly related to intention to shop online. Implications of the research findings and recommendations for future research were discussed.

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