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Website Behavioural Intention

WBIA consumer's expressed intention to engage in key online behaviours at a specified website, including purchasing, recommending, and registering
3 items 2005 α .88 Free Bart, Y., Shankar, V., Sultan, F., & Urban, G. L.

What it measures

Three items measure a consumer's intention to transact, recommend, and register at a specific website. Together they capture key downstream behavioural outcomes relevant to online trust and loyalty. Although CFA supported convergent and discriminant validity with AVE of .72, the face validity of the combined scale's unidimensionality has been questioned given the distinct nature of the three behaviours.

Citation

Bart, Y., Shankar, V., Sultan, F., & Urban, G. L. (2005). Are the drivers and role of online trust the same for all web sites and consumers? A large-scale exploratory study. Journal of Marketing, 69(4), 133–152.

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