Development Of A Survey To Validate A Model Of Internet Consumer Purchasing Behavior

摘要

This study expands existing theoretical foundations and the application of Davis' TAM model to address consumer behavior as defined in the marketing literature and prior studies on web design. A comprehensive model was proposed that addresses consumer behavior in an online shopping environment and the survey research method for testing this model is described. This work also describes the item selection and validation procedures as well as the validity and reliability issues involved in the survey's development. The developed survey instrument is intended to provide practical guidance for web businesses.