Abstract

In spite of the large number of studies examining the factors influencing purchase intentions, the influence of substitutability, that is, the ability of Internet shopping (e-shopping) to compensate for the lack of sensory inputs as compared to traditional ‘bricks’ shopping, and its effects on purchase intentions has not been adequately examined. This study conceptualises and empirically examines the influence of substitutability on Internet shopping (e-shopping) purchase intentions. Specifically, we examine the direct and indirect effects of attitude, subjective norm, perceived behavioural control, trust, e-shopping experiences and substitutability on purchase intentions. Data analysis incorporates structural equation modelling on 150 respondents. While we find that attitude, trust and substitutability influence purchase intentions, we find no significant effects of subjective norm and perceived behavioural control. The study also suggests that substitutability exerts moderating effects on the relationships between attitude, e-shopping experience and trust on purchase intention. Finally, the authors discuss both the theoretical and practical contributions of the findings and offer directions for further research.