An integrated model of online shopping behavior: Evidence from online shoppers in Vietnam

Although the Theory of Planned Behavior (TPB) has been empirically valued for its explanatory power of intentions and behaviors, it falls short of fully explaining human behaviors that are unplanned. Therefore, based on the Dual Process Model, this study focuses on the “momentary state” that may cause changes in actual behavior and explores the impact of “unplanned” factors on the TPB. With 344 valid questionnaires, we found that (1) intentions can be further disaggregated into general intentions to shop online and current intentions regarding the amount of time invested in online shopping, influenced by different factors. (2) flow experience indeed extends the understanding of actual time spent shopping online within the TPB framework. (3) Descriptive norms contribute to the understanding of intentions to shop online. These results highlight the importance of considering unplanned factors and incorporating them into the TPB to gain a deeper understanding of consumer behavior.