By utilizing the Fishbein Behavioral Intention theoretical framework, this study examined consumers’ intention to use an electronic shopping mode. First, the Fishbein Behavioral Intention Model was tested in the context of electronic shopping in order to determine the importance of the model components. It was found that attitudinal component (Ab) and normative belief (NB) were similarly important in predicting electronic shopping intention (BI) without the function of motivation to comply (MC). Second, those who had high intention level and those who had low intention level were identified. A profile of the potential users of electronic shopping was developed in terms of shopping habits, computer ownership and usage, mail order purchase experience, and demographics.
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