EVALUATING THE ANTECEDENTS OF ONLINE CONSUMER PURCHASING BEHAVIOR AN EMPIRICAL STUDY BASED ON THEORY OF PLANNED BEHAVIOR

Today, internet has been emerged as an indispensable means to develop business activities. Whereas a small number of consumers in Jordan frequently shop on the Internet, research on what factors affect their behavior changes has been fragmented. Therefore, this study that proposes a framework to increase researchers? understanding of Jordan young consumers? attitudes toward Internet shopping and their intention to shop on the online. Moreover, this research aims to overcome the drawback of prior studies and evaluate up to five antecedent factors in one research model. Also, this research extends theory of planned behavior (TPB) by including five important factors as external beliefs to online consumer behavior. The five factors are identified by previous research, mostly in the areas of management information systems and marketing science. This research is performed with a survey of 500 consumers who have online shopping experiences. The collected survey data is applied to test each hypothesis developed in the study model. The findings of data analysis confirm perceived ease of use; perceived behavioral control, attitude, and perceived usefulness are essential antecedents in determining online consumer behavior. However, the study found no significant relationships between trust and online purchasing beha