Modeling the impact of normative beliefs in the context of online buying: Direct and moderating effects

Normative beliefs tend to play a significant role in the context of online buying, having both direct and moderating effects. The results of the structural equation modeling indicate a direct effect of normative beliefs on the intention to buy online. Also, the magnitude of the relationship between online trust and perceived risk depends on the level of normative beliefs, showing that the effect of online trust on perceived risk varies as a function of the level of the moderator variable. This findings yield serious managerial implications to the extent that online buying can be stimulated through trust building and referent groups pay a significant role in installing a trust environment.