Examining Actual online Shopping Behaviour of Consumer in Kuala Lumpur in the Perspective of Theory Planned Behaviour

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Based on the TPB model, the influence of attitude towards the actual behaviour is when the behavioural beliefs which is refer to inner principles of an individual about the significances of execute a certain action (Ajzen, 1991). Al-Lozi (2011) explained those principles are different from an individual to another based on their backgrounds such as their personal experiences, personality traits, and characteristics, and also their personal mentalities.

Moreover, the characteristic such as like personal, psychological, and technological also influence consumers’ attitude toward online shopping. According to Akroush and Al-Debei (2015), there is a significant positive impact between perceived website images on attitude toward online shopping. In addition, Yang et al. (2007) said that in making the online transaction or purchases, it is a significant predictor of the consumers’ attitude towards online shopping.

H₁: There is a relationship between consumer’s attitude toward online shopping and intention to transact.

- Subjective Norm

Ajzen (1991) and Orapin (2009) in the study by Lim, Abdullah, Shahrul, Abdul Rahim and Safizal (2015) explained that perceived social pressure is the external elements that can actually influence the behaviour of a person. Besides that, subjective norms and consumer behaviour have no direct significant relationship, and this will tend to minimize the stimulus of subjective norm as proven by Ajzen (1991) (Lim et al., 2015).

According to Jamil and Mat (2011), even though the subjective norm is not significant to influence actual buying through internet, nevertheless there is a significant effect between subjective norm and online purchase intention. The subjective norm based on that result is influence from family members, friends and media also have a minor influence towards the actual online purchasing.

Furthermore, Orapin (2009) in the study by Lim et al. (2015) said that the second most influential factors which can influence consumers on the purchase intention to do the online shopping is subjective norm, and the most influential is perceived behavioural control. Hence, subjective norm is significantly impact the purchase intention of the consumer. He, Lu and Zhou (2008) hypothesized that the recommendations by third parties which is subjective norm is significantly impact the purchase intention of consumer.

Furthermore, in the study by Leeraphong and Mardjo (2013), they have found that there is a direct significant influence to purchase intention towards online shopping by subjective norm. Taylor and Todd (1995) in Velarde (2012) said that the subjective norm tend to be more influential when users have limited direct experience from which to develop attitudes, this is when the early stages of innovation implementation.

H₂: There is a relationship between consumer’s subjective norm toward online shopping and intention to transact.

- Perceived Behavioural Control

Perceived behavioural control is a new element as a determinant of both intention and behaviour in extending the Theory of Reasoned Action (TRA) into TPB by Ajzen and Madden (1986). Perceived behavioural control also defined as consumer’s perceptions towards their ability to execute a given behaviour (Mohammad Hossein et al., 2012). Hence, perceived behavioural control reflects perceptions of internal constraints such as self-efficacy as well as external constraints on behaviour, like availability of resources.

George (2004) has found that the strong relationship between online shopping behaviour and actual online purchasing, it is also affected by planned behavioural control. According to Lin (2007) and Pavlou and Fygenson (2006), they said that perceived behavioural control should not be neglected because it could lead to an unfinished or lacking the study about consumer online behaviour.

H₃: There is a relationship between consumer’s perceived behavioural control toward online shopping and intention to transact.

- Behavioural Intention (Intention to Transact)

Ajzen (1991) in Lim et al. (2015) said that intention is an indicator of to what extent people willing to approach certain behaviour and how many attempts they are trying in order to perform certain behaviour. According to He et al. (2008), in the development of electronic commerce, the main constraint in online purchasing is because of their lack of consumers’ intention.

Moreover, according to Lim et al. (2015), perceived behavioural control and subjective norm effects the consumers’ intention to shop online by which is the people’s attitudes around them. As these two factors can influence consumers’ purchase intention, thus its influence their behaviour towards online shopping and eventually lead to actual action.

Referring to Jamil and Mat (2011), the positive influence has been found on actual online purchasing on consumers’ purchase intention. Besides, Limayem, Khalifa and Frini (2000) suggested researchers to examine and investigate on the purchase intention by assuming that behaviour will automatically string along. Kim and Hong (2010) mentioned that the good relationship with customers should be build and maintained to ensure the online website understand and know the behaviour of customer on purchasing.

- Actual Behaviour (Actual Transaction)

Referring to Fisbein and Ajzen (1975) in Dorresteyn (2007), the attitudes that influence a consumers’ intention, which in turn influences their behaviour. Therefore, Theory of Reasoned Action (TRA) model which was developed by Fishbein and Ajzen (1975) has combined both attitudes and intentions in order to predict behavioural intentions, then the probability that one will perform some actual behaviour which is to do the online transaction.

In addition, Fishbein and Ajzen’s behavioural intention model (1975) in the study by Kim (2004), how an individual’s attitude toward online shopping will influence that person’s behavioural intention is become popular from day to day and viewed the attitude as a predictor of intention and finally actual transaction. The beliefs such as online shopping perceived benefits are completely mediated by attitude (Delafrooz, 2009). On top of that, in a study by Verhoef and Langerak (2001) in Delafrooz (2009), there is a significant influence with beliefs on the intention to shop online through attitude.

H₄: There is a relationship between perceived behaviour