Application of the theories of Self-Determination, Planned Behavior and Reasoned Action in online purchasing (A study at Royal Safar Iranian Company)

Document Type : Original Article


1 Assistant Professor, Faculty of Management and Economics, Tarbiat Modares University

2 Ph.D. Student of Management, Tarbiat Modares university

3 Assistant Professor, Faculty of Accounting and Management, Islamic Azad University, Mashhad Branch


Advancement of the World Wide Web has resulted in creation of a new form of purchasing that is called online purchase. Hence, identifying the determinants of customers’ intention to online purchase, especially determining the role of gender as an independent or moderator variable is a significant subject for research. In addition, understanding the mediating role of trust in web site and analyzing whether enjoying online purchase has effect on intention to online purchase seem to make this study distinguished from past studies. The conceptual model of research which has been developed based on the theory of reasoned action, theory of planned behavior and self-determination theory has been examined through data collected from 162 customers of Royal Safar Iranian Company. Findings imply that perceived website quality and trust in website influence the customers’ intention to online purchase. In addition, the effect of attitude toward web-based purchase on intention to online purchase has been confirmed. Findings also indicate that gender and enjoyment do not influence intention to online purchase. Managers of the company can improve and enhance their internet service quality based on the findings of this study.


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