Abstract:

The transformation from primary buying intention (PBI) formed in off-line stores to online buying intention (OBI) is not a rare phenomenon in recent years, especially with the development of online group-buying Combining former studies, this paper puts forward the model of online behavior (MOB) to make an explanation to the changing process of intention The acceptance of online buying system is considered as the moderator influencing the transition from PBI to OBI, and personal factors, such as rationality, are considered as moderators as well, which affects the intention-behavior relationship According to this theory, the more rational the consumer is, the slower the “intention-buying” process will be What’s more, the conception “mental account”, serves as the measurement of rationality Finally, the discussion of the significance, theoretical values and advice for further studies of MOB is presented at the end of the paper

Key words: online buying, Nicosia model, Howard-Sheth model, technology acceptance model, theory of planned behavior