Intension Of Online Shopping Behaviour Towards Tribal Consumers: A Study Using TPB Analysis

Abstract

This research is based on the concept of planned behaviour, which was first proposed by Azjen (1991). The concept of planned behaviour is commonly used to anticipate an individual's behavioural intention toward a given activity. It is a highly applied theory that is used in a variety of research domains and is cited by numerous experts. The Theory of Planned Behavior is used in this study to hypothesise tribal behavioural intentions toward online shopping. Attitude, Subjective Norm, and Perceived Behavior Control are the three primary elements of the Theory of Planned Behavior, which were addressed as key antecedents of the intention of online shopping for products. Thus, these factors are chosen as key areas of the literature review. The literature review is designed thematically to indicate the importance of each factor of behaviour intention in online shopping. Finally, a hypothesis is proposed after each review to draw conclusions after testing them empirically.