CHAPTER TWO
LITERATURE REVIEW
2.1 INTRODUCTION
This chapter provides a comprehensive review of literature concerning consumer purchasing
behavior and online shopping, drawing connections to the Theory of Planned Behavior (TPB)
and the Theory of Reasoned Action (TRA). Scholarly books, articles, journals, and other
academic sources are reviewed to identify factors influencing online shopping. The review
covers concepts such as behavioral intentions, personal attitudes, social norms, perceived
behavioral control, perceived usefulness, ease of use, cost, purchase intention, actual usage,
and key drivers and challenges associated with online shopping (Bhatia et al., 2020; Tiwari et
al., 2020; Hsier et al., 2020). These discussions intentionally exclude other theoretical
frameworks not aligned with TPB and TRA.
This chapter provides a comprehensive review of the existing literature on consumer
purchasing behavior in the context of online shopping, with a specific focus on the theoretical
frameworks of the Theory of Planned Behavior (TPB) and the Theory of Reasoned Action
(TRA). These two interrelated theories serve as the conceptual foundation for examining how
individual attitudes, subjective norms, and perceived behavioral control influence behavioral
intentions and actual purchasing actions in an online environment.
The TRA posits that an individual’s intention to perform a behavior is primarily determined
by their attitude toward the behavior and the perceived social pressure (subjective norms) to
perform or not perform that behavior. Building upon this, the TPB introduces an additional
construct—perceived behavioral control—which reflects the individual’s perception of their
ability to carry out the behavior. Both models have been extensively validated in various
domains of human behavior, including marketing, consumer research, health behavior, and
technology adoption.
In this context, the literature review will explore a range of interrelated factors that influence
online consumer behavior. These include behavioral intentions, personal attitudes, social
norms, perceived behavioral control, perceived usefulness, perceived ease of use, cost
considerations, purchase intention, and actual usage. Furthermore, the chapter identifies and
synthesizes key drivers and barriers to online shopping, such as trust, privacy concerns,
website design, product variety, and delivery logistics.
The review draws on scholarly books, peer-reviewed journal articles, and academic
conference proceedings published in recent years (e.g., Bhatia et al., 2020; Tiwari et al.,
2020; Hsier et al., 2020), ensuring that the insights presented are grounded in up-to-date and
credible academic sources. It is important to note that this chapter deliberately limits its
theoretical scope to TPB and TRA, excluding alternative behavioral theories (such as
Technology Acceptance Model or Innovation Diffusion Theory) in order to maintain a
focused and coherent analytical framework.
By anchoring the discussion in TPB and TRA, this chapter aims to offer a structured
understanding of the psychological and social determinants that shape consumers’ online
shopping behaviors. Ultimately, this review provides a foundation for subsequent empirical
investigation and contributes to the growing body of knowledge on e-commerce consumer
behavior in both developed and emerging market contexts.
---
2.2 THEORY OF PLANNED BEHAVIOR (TPB)
Ajzen’s Theory of Planned Behavior (TPB) posits that behavior is directly influenced by
behavioral intention, which in turn is shaped by attitudes, subjective norms, and perceived
behavioral control (Ajzen, 2020). Attitude refers to an individual’s evaluation of a behavior as
favorable or unfavorable. Subjective norms encompass perceived social pressures to
perform or avoid the behavior, while perceived behavioral control reflects an individual's
perception of their ability to carry out the behavior. TPB has proven valuable in predicting
technology acceptance and consumer behaviors, particularly in e-commerce. Conner (2020)
supports TPB's robustness through meta-analysis but recommends incorporating new
variables for greater predictive strength. This study applies TPB to analyze how online
platforms, particularly social media, influence consumer purchasing behaviors.
2.2.1 Attitudes
Attitude denotes an individual's positive or negative evaluation of performing a
particular behavior. It involves a cognitive assessment of potential outcomes and
includes personal experiences, environment, cultural and social interactions. In the
context of online shopping, this could involve a consumer’s perception of
convenience, trustworthiness, and satisfaction associated with purchasing products or
services via the internet.
eg. Positive attitude, Negative attitude and Neutral attitude. These examples illustrate how
attitudes can influence our thoughts, feelings and behaviors towards various aspects of life.
2.2.2 Behavioral Intention
Behavioral intention refers to the motivational factors influencing behavior. The stronger the
intention, the more likely the behavior will occur. For example a student plans to study hard
for an upcoming exam to get a good grades. It represents the cognitive decision to engage in
an action and is considered the most immediate and significant predictor of actual behavior
(Ajzen, 1991; Ajzen, 2020). In essence, the stronger the intention to perform a behavior, the
higher the likelihood that the behavior will be carried out, assuming the individual has
sufficient control over the situation.
These examples illustrate how behavioral intention can influence actual behavior, whether is
related to health l, academic ,personal habits, consumer behavior or social activities.
2.2.3 Subjective Norms
Subjective norms involve an individual's perception of social pressures or
expectations from significant others regarding a specific behavior. Subjective
norms are determined by the perceived social
pressure from others for an individual to behave in a
certain manner and their motivation to comply with
those people's views. In the digital era, these norms are increasingly
shaped by online interactions, reviews, and endorsements on social media platforms.
For example .Everyone is against smoking" or "We just assume
everyone is a nonsmoker." everyone is a nonsmoker." smoking" or "We
just assume everyone is a nonsmoker
.2.2.4 Social Norms
Social norms refer to the established rules of behavior accepted within a group or society,
influencing conformity and consumer decision-making.. These norms govern how
people behave in specific social situations and are often understood
implicitly, even though they are not formally written or codified. Social
norms help maintain order and cohesion in society by shaping people's
actions and interactions. They represent the collective understanding of what is
considered appropriate, desirable, or typical in specific social contexts. Within the framework
of the Theory of Planned Behavior (TPB), social norms—referred to as subjective norms—
play a critical role in shaping an individual’s behavioral intentions by exerting social pressure
to perform or avoid a particular behavior (Ajzen, 1991).
These norms influence behavior through the perceived expectations of others—such as
family, friends, colleagues, or society at large—and the individual’s motivation to comply
with these expectations. Even though social norms are often implicit and not formally
codified, they can have a powerful effect on personal choices by promoting conformity and
reducing uncertainty about how to behave in a given situation.
2.2.5 Perceived Power
Perceived power addresses the degree to which an individual feels capable of performing a
behavior, influenced by facilitating or hindering conditions. There are many entities
that can hold this type of power over others, ranging from corporations
and charismatic individuals to governments and religions, including the
government's ability to maintain a monopoly on the use of force, its ability
to provide for the basic needs of its citizens, and the degree to which it is
seen as representing the interests of the people.
2.2.6 Perceived Behavioral Control
This concept captures the perceived ease or difficulty of performing a behavior, shaped by
past experiences and anticipated obstacles. people may feel motivated if they
believe they “can do it.” A central assumption of TPB is that “behavioral
intentions” are the most important determinants of behavior [126].
Perceived Behavioral Control (PBC) refers to the extent to which
people believe they are capable of performing a certain action.
---
2.3 THEORY OF REASONED ACTION (TRA)
Developed by Fishbein and Ajzen (1975), the Theory of Reasoned Action (TRA) explains how
attitudes and subjective norms influence behavioral intentions. TRA assumes individuals act
rationally based on their evaluations and the influence of others. It is formulated as:
BI = A + SN,
where BI is behavioral intention, A is attitude, and SN is subjective norm. TRA suggests that
intention is the immediate antecedent of behavior. LaCaille (2020) and Williams (2020)
affirm TRA's effectiveness in predicting behavior through intention, which is influenced by
individual beliefs, motivations, and social influences. The model is particularly relevant in
online shopping, where consumer decisions are based on deliberate reasoning and social
context. The theory is also used in communication discourse as a theory of
understanding.[2]
Theory of reasoned action, adapted from Fishbein and Ajzen [1]---
2.4 PERCEIVED USEFULNESS
Davis (2020) defines perceived usefulness as the degree to which a person believes that using
a system enhances their performance. In online shopping, this refers to the perceived
efficiency and convenience of e-commerce platforms. Prior studies (Mashal et al., 2020;
Alalwan et al., 2018; Gong et al., 2013) affirm that perceived usefulness significantly
influences online shopping adoption. However, Chen et al. (2020) note that perceived
usefulness alone may not translate to actual use, particularly among student populationsFor
example, if a user believes that an online store allows them to find products faster, compare
prices more easily, or complete transactions with less effort than traditional retail, then the
platform is perceived as useful. PU is especially critical in technology-driven environments,
where users must evaluate whether the benefits of adopting an online system outweigh the
costs or learning curve associated with its use.
---2.5 PERCEIVED EASE OF USE
Perceived ease of use( PEOU) reflects the belief that using a particular system will require
minimal effort (Davis, 2020). While online shopping offers several conveniences, some users
may find technological interfaces daunting. Conversely, if an online platform is easy to use,
consumers are more likely to recognize its utility and form positive attitudes toward it.
Davis (2022) emphasizes that perceived ease of use directly affects perceived
usefulness, ultimately influencing users' behavioral intentions. According to Bhatia et
al. (2020) highlight that interface design, interactive responsiveness, and visual
simplicity contribute significantly to consumer satisfaction and intention to purchase
online and Wang et al. (2023), a user-friendly interface, clear product information,
and simplified navigation enhance perceived ease of use, encouraging online
purchases.
---
2.6 PERCEIVED COST
Choudhury & Dey (2022) highlight that perceived cost includes transaction fees, access costs,
and device expenses associated with online shopping. Wu et al. (2022) attribute high
perceived costs to information asymmetry and asset-specific investments. (e.g., time spent
learning to use a platform or setting up accounts), contributes to the perception that online
shopping may involve hidden or additional costs not found in traditional retail.
Customers often weigh these against the convenience of physical retail. Gao (2020) found
that many consumers—particularly students—perceive online shopping as costlier. Similarly,
for users in developing regions or with limited digital literacy, perceived cost may also reflect
the perceived risk of financial loss, fraud, or unsatisfactory product delivery.
Zhang et al. (2022) confirm that high perceived cost negatively affects purchase
intentions. Consumers may abandon shopping carts or delay purchases when
confronted with unexpected fees or complex checkout processes, especially in price-
sensitive markets.
---
2.7 PURCHASE INTENTION
According to Islam et al. (2022), purchase intention mirrors actual behavior and reflects the
deliberate plans of consumers. A high level of purchase intention often signals positive
perceptions of the product, confidence in the platform, and the presence of motivating factors
such as perceived usefulness, ease of use, or favorable social norms.
Davis (2020) describes it as the conscious decision to engage in or avoid a future behavior.
In this framework, intention serves as the most reliable predictor of behavior, aligning with
models such as the Theory of Reasoned Action (TRA) and the Theory of Planned Behavior
(TPB), both of which emphasize the role of intention in behavior execution.
Chen (2022) asserts that fostering consumer purchase intention is central to the success of
online retail platforms. In the digital marketplace, where consumers have access to countless
options and near-instantaneous information, fostering strong purchase intentions requires:
Clear value propositions (e.g., competitive pricing, product quality),
Trust-enhancing mechanisms (e.g., secure payment options, positive reviews),
Personalized user experiences, and
Efficient customer service.
---
2.8 ACTUAL USAGE
Gbolonyo et al. (2022) define actual usage as the frequency of online transactions over a
period. Unlike intention, which is psychological and predictive, actual usage provides
tangible evidence of consumer engagement with online platforms.
Muda et al. (2022) identify brand image, self-efficacy, and brand communication as
key factors. A strong brand image fosters consumer trust and loyalty, while self-
efficacy—confidence in one’s ability to successfully use a digital platform—
empowers users to take action without fear of error or complexity.
Additional influences include perceived risk, usefulness, ease of use, and cost (Sharin et al.,
2022; Zaheer et al., 2022).
---
2.9 DRIVERS OF ONLINE PURCHASE BEHAVIOR
2.9.1 Information Technology
Dong and Wang (2018) report that functional and interactive online shopping platforms
foster consumer engagement and purchase intention. However, Chong et al. (2018) caution
that poor institutional mechanisms can reduce user trust and repeat purchases.
2.9.2 Trust
Trust—defined as confidence in a vendor’s integrity and ability—significantly impacts online
purchase decisions (Gustafsson et al., 2005). Hajli (2012) found that community feedback
and social influence enhance trust. Supplier reputation, pricing, and platform transparency
also shape trust (Yaya et al., 2018; Lu et al., 2016).
2.9.3 Perceived Value
Perceived value reflects the trade-off between cost and benefits. Fich and Mamonov (2017)
noted that low perceived value discourages online shopping. Factors such as trust, website
credibility, and user experience shape value perception (Lee et al., 2016).
2.9.4 Social Relations
Social interactions and peer influence play vital roles in shaping online purchasing decisions
(Sun et al., 2016). Zhang (2014) emphasized that active engagement on digital platforms
increases user loyalty and conversion.
2.9.5 Recommendations and Endorsements
User-generated recommendations, reviews, and educational content significantly influence
consumer decisions (Ventre et al., 2020). Such endorsements foster trust and motivate
transactions (Liang et al., 2012).
2.9.6 Social Support
Social support, encompassing emotional and informational assistance, enhances
psychological satisfaction and encourages engagement in online communities (Maslow,
1954; House, 1981). Studies (Shaw & Gant, 2002; Huang et al., 2010) confirm that strong
online communities provide meaningful support networks that drive consumer behavior.
2.9.7 Website Quality
A high-quality website—characterized by reliability, responsiveness, and informative content
—is crucial in online commerce (DeLone & McLean, 2003; Liang & Lai, 2002). Liang et al.
(2012) highlight that system, service, and information quality directly influence user
engagement and purchasing behavior.
2.9.8 Purchase Intention and Customer Loyalty
Behavioral intention is a strong predictor of actual behavior and a key metric in measuring
consumer loyalty. Effective online shopping platforms leverage social networks to boost sales
and retention. While intentions are not perfect substitutes for observed behavior, they offer
critical insight into consumer tendencies.