Construction of on‐line consumer behavior models: a comparative study of industries in Taiwan

Purpose – The purpose of this paper is to construct a model for factors that affect on‐line consumer behavior intentions and post‐purchasing behavior by: integrating the decomposed theory of planned behavior, technology acceptance model, and relationship quality; identifying the difference of industries in their effect on consumer behavior; and inferring management implications from implementing empirical data analysis based on the structural equation model. Design/methodology/approach – The paper investigates samples of banking and travel agents' customers in Taiwan, selected from four metropolitan areas, using stratified random sampling and LISREL hypotheses testing. Findings – The paper finds differences in the management of banking and tourism industries, regarding professional “brand image”; the affect of “subjective norm”; “perceived risk” and “gap of perceived service quality.” “Product involvement” has no significant influence on “actual behavior”. Intervening variables such as product attribute, personal character of consumers exist in the relationship of product involvement and actual behavior. Research limitations/implications – The paper combines different theories and discusses many variables, so the verification and explanation of this study model may not be complete enough. It is suggested that researchers may aim at a single theory and discuss fewer variables to give a more comprehensive and deepened argumentation. Practical implications – This paper gives very useful, practical marketing suggestions for person‐based services. Originality/value – The value of this paper lies in its presentation of a model for factors that affect on‐line consumer behavior intentions and post‐purchasing behavior.