Purchase Intention to Undertake e-Commerce Transactions in Developing Countries: Application of Theory of Planned Behavior in Indonesia

The purpose of this paper is to provide empirical evidence of an examined model of purchase intentions on business to consumer e-commerce transactions in developing countries using Indonesia as a case study. Adopting the theory of planned behavior, data from an Indonesia Internet discussion group was analyzed using structural equation modeling. The main finding is that purchase intention of business to consumer e-commerce transactions in developing countries such as Indonesia is able to be predicted by theory of planned behavior. Limited numbers of previous studies accommodate some proof of the theory of planned behavior and its application to explain consumers´ purchase intentions in developing countries. This empirical study has provided evidence that the model is applicable in this context.