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 Industrial Marketing Management 36 (2007) 109 120

Understanding small scale industrial user internet purchase and information

management intentions: A test of two attitude models
Kevin Celuch a,*, Stephen Goodwin b,1, Steven A. Taylor b,2
a
Department of Management and Marketing, School of Business, University of Southern Indiana,
8600 University Boulevard, Evansville, IN 47712, United States
b
Department of Marketing, College of Business, Illinois State University, Normal, IL 61790, United States

Received 12 September 2003; received in revised form 18 January 2005; accepted 9 August 2005
Available online 21 September 2005

Abstract

The present research compares two attitudinal modelsvariants of the Theory of Planned Behavior (TOPB) in terms of understanding the
determinants of industrial buyer intentions to use the internet. The first variant of the Theory of Planned Behavior examines a decomposed
perceived behavioral control construct that consists of self-efficacy and perceived control. The second variant of the TOPB model adds past
behavior. Data from small scale users of industrial equipment are used to explore the models using structural equation modeling. While both
variants of the TOPB are comparable in terms of standard fit indices, the variant with past behavior added substantially to the variance explained
for internet purchase intentions. These results hold implications for future theory, research, and management of information technology-related
small scale industrial buyer motivation.
D 2005 Elsevier Inc. All rights reserved.

Keywords: Industrial user; Internet information management intentions; Internet purchase intentions; Attitude models

1. Introduction Bousquin, 2000). Clearly, the need for large manufacturers to

The internet is rapidly changing todays business land-
scape. The total worldwide value of goods and services of
business-to-business (B2B) eCommerce is predicted to reach
$4.3 trillion by 2005 (IDC statistics in EMarketers report,
2001). Globally, the US will remain the largest region for
B2B eCommerce increasing at a compound annual growth
rate of 68% between 2001 and 2005. Western Europe and
Asia will increase at compound annual growth rates of 91%
and 109%, respectively, over this same period (IDC statistics
in EMarketers report, 2001). Of relevance given the context
of the present research, is that while US B2B spending is
projected at $2.7 trillion for 2004, approximately 85% of US
companies fall into the small- to medium-sized markets with
companies with 100 or less employees accounting for 53%
of economic activity (U.S. Bureau of Labor Statistics in
* Corresponding author. Tel.: +1 812 461 5297; fax: +1 812 465 1044.
E-mail address: kceluch@usi.edu (K. Celuch).
1
Tel.: +1 309 438 2893; fax: +1 309 438 5510.
2
Tel.: +1 309 438 8772; fax: +1 309 438 5510.
0019-8501/$ - see front matter D 2005 Elsevier Inc. All rights reserved.
doi:10.1016/j.indmarman.2005.08.004
effectively engage the small- to medium-sized business
sector in B2B activity is becoming increasingly important.
There is strong consensus that eCommerce has the
potential to change business (cf., Kalakota & Robinson,
1999). For example, manufacturers, distributors, and custo-
mers using the internet as a basis for communications and
transactions are creating new platforms for competitive
strategy. Indeed, Kalakota and Robinson (1999) describe
how Web technology has served as a catalyst for customer
relationship management (CRM). CRM strategy includes
process reengineering, organizational change, and incentive-
program change with the creation of customer value as the
focal point. The overarching objective is to achieve integra-
tion among sales, marketing, and service through coordinated
activity. More specific goals of CRM include: growing
revenue through existing relationships, enhancing service
through the use of integrated information, and facilitating
consistent, replicable channel processes and procedures
(Kalakota & Robinson, 1999).
Potential benefits of CRM notwithstanding, industrial
marketing managers are left with significant questions,
110 K. Celuch et al. / Industrial Marketing Management 36 (2007) 109 120
particularly when one considers that industrial manufacturers
have relied heavily on traditional brick-and-mortar channel
models, with an emphasis on developing and nurturing
intermediary relations. Many industrial manufacturers utilize
intermediaries such as dealerships for product/service distri-
bution particularly for interaction with smaller scale end users
such as farmers and light construction companies (Mirani,
Moore, & Webster, 2001). While industrial manufacturers
have invested heavily in developing relationships with channel
members, they often lack (or have very limited) direct
interaction with and knowledge of their end users. Clearly,
the questions related to how industrial manufacturers can
leverage the internet for direct interaction with end users in
general, and small scale end users in particular, hold important
customer relationship management implications. As such, an
understanding of factors that influence small scale industrial
user internet usage is an important step in the development of
customer-focused strategy.
Perspectives for understanding information technology
usage have included: macroeconomic approaches (cf., Panko,
1991), firm level approaches examining relationships be-
tween information technology expenditures and firm perfor-
mance, (cf., Banker, Kauffman, & Mahmood, 1993) and
approaches examining determinants of usage at the individ-
ual level (cf., Davis, 1989; Davis, Bagozzi, & Warshaw,
1989; Taylor & Todd, 1995). We deem the latter approach
particularly relevant given the nature and scope of the
present research as small scale firms representing such
sectors as agriculture and light construction are likely to
consist of an individual buyer rather than a purchasing group
as found in larger organizations. This perspective is
consistent with viewpoints recognizing small firm (entrepre-
neurial) business decision making as usually the province of
an individual decision maker (Sheth, Mittal, & Newman,
1999). Thus, within individual level approaches, attitude-
based models, which focus on the identification of the
determinants of behavioral intention (i.e., attitudes, subjective
norms, perceived control), have been viewed as a useful
means of understanding determinants of technology usage.
This work is grounded in social psychological theoretical
perspectives such as the Theory of Reasoned Action (Ajzen
& Fishbein, 1980) and the Theory of Planned Behavior
(Ajzen, 1985, 1991). A clear strength of this approach is
that it combines well-grounded theory with practical,
problem-relevant interventions. Recently, for example, inves-
tigations of technology-based self-service have utilized
attitude-based models to understand intention and use of
technology (Bobbitt & Dabholkar, 2001; Dabholkar &
Bagozzi, 2002).
The present study extends this line of research in several
ways. We echo Bobbitt and Dabholkars (2001) admonition
related to the need for more theory-based technology-related
research. First, two attitudinal models are comparedtwo
variants of The Theory of Planned Behavior (TOPB). Current
literature in the area raises theory development issues with
respect to variables that might further our understanding of the
determinants of behavioral intentions and ultimately behavior.
One issue relates to the decomposition of the perceived
behavioral control construct into self-efficacy and perceived
control. The second issue relates to the addition of past
behavior (Conner & Armitage, 1998). The present research
explores both of these theoretical extensions to the Theory of
Planned Behavior.
The authors recognize that an alternative framework the
Technology Acceptance Model (TAM) (cf., Taylor & Todd,
1995) has received support in the literature. In the TAM,
intention is explained by attitude toward usage as well as by
direct and indirect effects of perceived ease of use and
perceived usefulness. Note that the TOPB includes attitude,
subjective norm, and perceived behavioral control compo-
nents as determinants of intention. Within TOPB, the self-
efficacy facet of perceived behavioral control captures the
perceived ease of use construct in TAM. In addition, attitude
items can reflect specific aspects of the perceived usefulness
construct. Further, perceived control and subjective norm
represented in the TOPB are not represented in TAM.
We believe these constructs could add value to an
understanding of internet usage as control and normative
influence represent potentially relevant issues in the small
scale industrial user context. This line of reasoning is
consistent with concerns raised in the attitude literature
regarding the insufficient consideration of the social context
(Eagly & Chaiken, 1993). As acknowledged by Taylor and
Todd (1995) in a comparison of the TAM and the TOPB in
the context of utilization of a university computer resource
center, the TOPB showed an improvement over TAM in
explaining behavioral intention and concluded that the TOPB
provided a more complete understanding of intention than did
TAM. Thus, a conscious decision was made by the present
authors to examine the more established theories owing to
their potential to offer a richer theoretical understanding of
psychological processes.
We further extend research in the area by examining the
above models for an important real world context that has
received scant attentionsmall scale industrial end users. Prior
related research has relied heavily on consumer and academic
settings and has often employed student samples (cf., Eagly &
Chaiken, 1993; Dabholkar & Bagozzi, 2002; Taylor & Todd,
1995). Beyond the theoretical dimension, recall that attitude-
based approaches offer problem-relevant interventions. Thus,
this study holds the potential of helping industrial manufac-
turers of equipment understand how to influence small scale
end user internet usage.
In addition, we assess models using structural equation
modeling. As noted by Conner and Armitage (1998), given that
models such as the Theory of Planned Behavior are based on
assumptions regarding causal processes, there is a need to
examine causal relationships among attitude model constructs.
In the next section of the paper, the theoretical models
which underlie this research are reviewed and we describe the
specific models to be tested. Following, we provide an
overview of the methodology of the study and then present
the findings. The last section of the paper discusses results and
addresses theoretical, research, and managerial implications.
 K. Celuch et al. / Industrial Marketing Management 36 (2007) 109 120
1.1. Theoretical models
1.1.1. The theory of planned behavior
The Theory of Planned Behavior was developed in response
to a related existing modelThe Theory of Reasoned Action
(TORA) (Ajzen, 1988, 1991). Briefly, the Theory of Reasoned
Action (Fishbein & Ajzen, 1975; Ajzen & Fishbein, 1980)
places intention as the principal predictor of behavior. So
conceived, the more one intends to engage in behavior, the
more likely is the occurrence of the behavior. Determining
intention are attitude and subjective norm. The attitudinal
determinant of intention is defined as the overall evaluation of
behavior. This overall evaluation, in turn, is composed of the
salient beliefs: the perceived likelihood of particular conse-
quences of the behavior occurring, weighted by an evaluation
of the consequences. The subjective norm determinant of
attitude is conceptualized as social pressure from significant
others to perform or not perform the behavior. The subjective
norm, in turn, is composed of normative beliefs: the perceived
pressure from salient referents, weighted by the motivation to
comply with the referents. The TORA has received support
across a range of contexts (cf., Eagly & Chaiken, 1993;
Sheppard, Hartwick, & Warshaw, 1988). A recognized
limitation of the TORA is that it was developed to deal with
behaviors that are completely under an individuals volitional
control (Ajzen, 1988; Fishbein, 1993).
In response to the aforementioned limitation of the TORA,
Ajzen (1988, 1991) proposed an extensionthe Theory of
Planned Behavior. The TOPB was designed to address
behaviors not completely under volitional control. This is
relevant to the current research as industrial buyer internet
usage is not likely to be totally under volitional control
particularly if small scale users have questions related to
competency and control issues tied to information technology
utilization. The model is identical to the TORA except that a
perceived behavioral control construct has been added.
Perceived behavioral control relates to the ease or difficulty
of performing a behavior. Perceived behavioral control is
affected by perceptions of access to necessary skills, resources
and opportunities to perform a behavior, weighted by the
perceived valence of each factor to facilitate or inhibit the
behavior. In the TOPB, perceived behavioral control is viewed
as determining intention as well as behavior directly. The
TOPB has received strong support in predicting a wide range
of intentions and behaviors (cf., Godin & Kok, 1996; Sutton,
1998). Recently, calls have been renewed for the exploration of
additional constructs which might add value to the TOPB
(Conner & Armitage, 1998). In fact, as noted by Conner and
Armitage (1998), Ajzen (1991) conceived of the model as open
to further extensions given the identification of important
proximal variables.
Conner and Armitage (1998) highlight the perceived
behavioral control construct as ripe for reconsideration. Ajzen
(1991) argued that perceived behavioral control and self-
efficacy (perceived capabilities) (Bandura, 1982) are synony-
mous. As a result, some researchers utilizing the TOPB have
used self-efficacy instead of perceived behavioral control.
111
However, Ajzens original conception reflects both control and
skill/ability facets. In more recent work, Ajzen appears to orient
perceived behavioral control to the easy/difficult dimension
(Fishbein, 1993). Further, Bandura (1992) makes a theoretical
distinction between control and self-efficacy. An individual
may believe that task performance is under their control,
however, they may question whether or not they posses the
skills required for the given task. Indeed, empirical evidence
also points to the notion of distinguishing between self-efficacy
and perceived control (cf., Manstead & van Eekelen, 1998;
Terry & OLeary, 1995). Clearly, there is a need to further
examine the self-efficacy perceived control theoretical dis-
tinction, particularly in industrial marketing contexts.
Conner and Armitage (1998) also note the argument that
many behaviors are determined by past behavior. Indeed, the
notion that habit or learned predispositions might influence
intention and behavior in attitude-based models has been
argued for years (cf., Eagly & Chaiken, 1993). However, issues
have been raised about the addition of past behavior to a TOPB
model which includes self-efficacy. Given self-efficacy relates
to perceptions of an individuals ability to perform a behavior
in the future, questions exist regarding the added value of the
inclusion of past behavior. Conner and Armitage (1998)
present evidence from a review of studies that supports the
contribution of past behavior to predictions of intentions and
behavior over and above the contributions of TOPB variables.
Thus, it would appear that the inclusion of past behavior might
be usefully examined in tests of TOPB models.
1.2. Theoretical models of internet usage for industrial end
users of heavy equipment
Based on the preceding discussion, we offer two models
adapted from the variants of the Theory of Planned Behavior.
As noted previously we offer models to explain small scale
industrial end user internet usage for the manufacturer contact
point. Further, we develop models for two behavioral intention
domains with respect to internet usagepurchase-related and
information management-related. Our logic relates to the fact
that internet usage encompasses a range of behaviors. We are
focusing on information management versus purchase behavior
as these are discrete behavioral domains requiring different
levels of user commitment. An individual using the internet for
information management purposes, that is, searching for,
asking for, and receiving information is at a lower level in
the internet hierarchy of effects than an individual using the
internet to purchase equipment, parts, and/or service. Such
differences may result in differential impact of model variables.
Lastly, consistent with the TOPB (Ajzen, 1991), direct
(nonmediated) effects from antecedents to intention are
examined in this initial exploration of a small scale industrial
user context.
Models 1a and 1b are based on a variant of the TOPB (see
Fig. 1a and b). In Model 1a, intention to use the internet for
industrial equipment purchase is determined by the overall
attitude toward internet purchasing and the subjective norm for
using the internet. In addition, based on the rationale provided
112 K. Celuch et al. / Industrial Marketing Management 36 (2007) 109 120

Attitude toward
Internet
Purchasing

Subjective Norm
for Using the
Internet

Intention to Use
the Internet for
Purchase

Internet
Self-Efficacy

Perceived Control
Related to Internet
Usage

b
Attitude toward
Internet
Information
Management

Subjective Norm
for Using the
Internet
Intention to Use
the Internet for
Information
Management

Internet
Self-Efficacy

Perceived Control
Related to Internet
Usage

Fig. 1. Theory of planned behavior variant 1.

for exploring the influence of a decomposed perceived to internet usage constructs. In Model 1b, intention to use the
behavioral control construct, intention is also modeled as a internet for information management is determined by the
function of internet self-efficacy and perceived control related overall attitude toward using the internet for information
 K. Celuch et al. / Industrial Marketing Management 36 (2007) 109 120 113

a
Attitude toward
Internet
Purchasing

Subjective Norm
for Using the
Internet

Intention to Use
Internet
the Internet for
Self-Efficacy
Purchase

Perceived Control
Related to Internet
Usage

Past Behavior
Related to Internet
Purchase

b
Attitude toward
Internet
Information
Management

Subjective Norm
for Using the
Internet

Internet Intention to Use

Self-Efficacy the Internet for
Information
Management

Perceived Control
Related to Internet
Usage

Past Behavior
Related to Internet
Information
Management

Fig. 2. Theory of planned behavior variant 2.

114 K. Celuch et al. / Industrial Marketing Management 36 (2007) 109 120
management, the subjective norm for using the internet,
internet self-efficacy, and perceived control related to internet
usage. Thus, it is proposed that:
H1a. Attitude toward internet purchasing will be positively
related to intention to use the internet for purchase.
H1b. Attitude toward internet information management will be
positively related to intention to use the internet for information
management.
H2a. Subjective norm for using the internet will be positively
related to intention to use the internet for purchase.
H2b. Subjective norm for using the internet will be positively
related to intention to use the internet for information
management.
H3a. Internet self-efficacy will be positively related to
intention to use the internet for purchase.
H3b. Internet self-efficacy will be positively related to
intention to use the internet for information management.
H4a. Perceived control related to using the internet will be
positively related to intention to use the internet for purchase.
H4b. Perceived control related to using the internet will be
positively related to intention to use the internet for information
management.
Models 2a and 2b are also based on a variant of the TOPB
(see Fig. 2a and b). In Model 2a, as in Model 1a, intention to
use the internet for industrial purchase is determined by the
overall attitude toward internet purchasing, the subjective
norm for using the internet, internet self-efficacy, and
perceived control related to internet usage. In addition, the
value of the past behavior construct is examined by explicitly
adding past behavior related to internet purchase to the model.
Similarly, in Model 2b, intention to use the internet for
information management is determined by the overall attitude
toward using the internet for information management, the
subjective norm for using the internet, internet self-efficacy,
perceived control related to internet usage, and past behavior
related to managing information. Thus, based on the variant of
the TOPB model presented earlier, the two immediately
preceding models add a past behavior construct to the
explanation of behavioral intention. Questions relating to the
strength of prior behavior (i.e., the strength of representation
in respondents behavioral repertoire), particularly for the
industrial context examined in the present research, might
influence whether this variable proves a viable addition to the
models tested. Thus, beyond testing the posited relationships
specified for Models 1a and 1b we add hypotheses related to
past behavior. Therefore:
H5a. Past behavior related to internet purchase will be
positively related to intention to use the internet for purchase.
H5b. Past behavior related to internet purchase will be
positively related to intention to use the internet for information
management.
2. Method
2.1. Sample and procedure
The sampling frame for the study derived from a purchased
list provided by an industrial equipment manufacturer spon-
soring the research. The list was compiled from the registra-
tions of individuals who had purchased industrial moving
equipment within the last 12 months. Purchase domains
consisted of industry settings representing agriculture (crop
or animal production) and light construction which typically
utilize such equipment as small tractors and back hoes. Note
that such equipment can come from a number of manufacturers
both domestic and foreign.
A total of 2380 mailed surveys were distributed to
respondents at their business address with a $1 incentive and
postage-paid return envelopes. The industrial manufacturer
sponsoring the research was not identified in any way to
respondents. Three hundred and three surveys were returned
representing a response rate of 12.7%. Questionnaires were
received from respondents representing virtually all of the 50
states with heavier representation from agricultural and
industrial Midwestern states. The typical respondent was a
male, 40 49 years old, with secondary education as their
highest completed level of education, with more than 10 years
industry experience, who own or work in firms of less than 50
employees. This profile is consistent with the population that
buys the type of equipment (i.e., agricultural, light construc-
tion) that formed the basis of our sampling frame.
We view this response rate as comparable to response rates
typically found in general industrial sector research. In
addition, discussion with managers at the firm whose grant
enabled the research suggests that such response rates are
typical for the specific industries examined. Further, the
potential for nonresponse bias was assessed by comparing
early and late respondents on several descriptive variables. No
differences were found between groups for age, level of
education, years associated with current employer, and years of
industry experience. Thus, the lack of observed differences
between early and late respondents suggests that differences
between respondents and nonrespondents were not significant
with these data.
2.2. Measures
Measures employed in the questionnaire consisted of scales
developed specifically for TOPB model constructs adapted for
the industrial context studied. As noted in the attitude literature,
compatibility of measures with the context studied enhances
model predictive power (cf., Eagly & Chaiken, 1993). Scale
items were developed based on a literature review, extensive
focus-group research with members of the target population,
coupled with lengthy discussions with organizational man-
agers. Early drafts of the questionnaire were reviewed by
industry representatives and pretested for readability, under-
standability, and comprehensiveness. The final questionnaire
included measures of industrial end user perceptions, oriented
 K. Celuch et al. / Industrial Marketing Management 36 (2007) 109 120
toward manufacturer contact, related to intention to use the
internet for industrial purchase, intention to use the internet for
information management, attitude toward internet purchasing,
attitude toward using the internet for information management,
the subjective norm for using the internet, internet self-efficacy,
perceived control related to internet usage, past behavior
related to internet purchase, past behavior related to managing
information, and demographic descriptors. In this study we
employed multi-item scales for both the exogenous variables
(attitudes, subjective norms, self efficacy, perceived control,
and past behavior) and for the endogenous variables (inten-
tions). Please refer to Appendix A for the measures used in the
current research.
2.2.1. Intention measures
Intention to use the internet for industrial equipment
purchase consisted of two six-point items, one relating to
purchasing equipment and the other relating to the purchase of
parts over the next 12 months. Intention to use the internet for
information management was assessed via 3 six-point items
relating to reviewing, asking for, and responding to requests for
information from manufacturers over the next 12 months.
2.2.2. Attitude measures
Attitude toward internet purchasing consisted of 10 six-
point items, with respondents providing perceptions of
likelihood and importance relating to internet usage enhancing
respondent ability to make better decisions regarding purchas-
ing equipment, parts, services, and increasing security con-
cerns. Attitude toward using the internet for information
management was assessed via 8 six-point items with respon-
dents providing perceptions of likelihood and importance
relating to internet usage enhancing respondent ability to
compare offerings, access information, request information,
respond to requests, as well as increasing costs of transactions,
decreasing the value of personal relationships, and increasing
the volume of unsolicited messages. Consistent with the TOPB,
all matched likelihood and importance items were multiplied
together and summed to form overall attitude.
2.2.3. Subjective norm measures
The subjective norm for using the internet consisted of 4
six-point items, with respondents providing perceptions of
likelihood and motivation to comply relating to important
Table 1
Correlations among the study constructs
1 2 3 4
Purchase intentions
Info. man. intentions 0.578
Att. toward purchase 0.381 0.416
Att. toward info. man. 0.367 0.450 0.775
Subjective norm 0.430 0.439 0.528
Self-efficacy 0.486 0.531 0.313
Perceived control 0.036 0.036 0.082
Past behavior-purchase 0.383 0.244 0.177
Past behavior-info. man. 0.363 0.389 0.369
115
manufacturers encouraging internet use for communication and
purchases and the competitive pressure to use the internet for
communication with and purchasing from manufacturers.
Again, consistent with the TOPB, all matched likelihood and
motivation to comply items were multiplied together and
summed to form overall subjective norm.
2.2.4. Internet self-efficacy, perceived control, and past
behavior measures
An important objective of this research was to explore a
decomposed perceived behavioral control construct in an
industrial context. As such, self-efficacy and perceived control
measures consistent with the work of Terry and OLeary (1995)
and Bandura (1992) were created. Internet self-efficacy con-
sisted of 3 six-point items relating to perceptions of difficulty in
using and confidence in ability using the internet for manufac-
turer communication and transactions. Perceived control related
to internet usage was assessed via 3 six-point items relating to
perceptions tied to the degree of personal choice in using the
internet for communication and transactions with manufac-
turers. Past behavior related to internet purchase consisted of
four items on which respondents indicated whether they had
used the internet for equipment and parts purchases during the
past 12 months. Past behavior related to managing information
consisted of six items on which respondents indicated whether
they had used the internet for searching for and asking for
information, and receiving and responding to requests for
information from manufacturers during the past 12 months.
Table 1 provides the correlations among the constructs used in
the study.
3. Results
The primary objective of the present research was to test two related
attitude-based models that could be used to explain behavioral intentions
related to industrial internet usage. Structural equation modeling was
employed for model evaluation using SPSS 10.0 and LISREL 8.51. Structural
equation modeling of multiple endogenous variables requires assessment of
measurement model fit. Consistent with the suggestion of Hair, Anderson,
Tatham, and Black (1998), we investigated whether all variables used for
analyses were significantly related to their specified constructs, which we
found to be true; and reliability estimates and variance extracted measures
(where appropriate) were calculated for each construct. Table 2 presents these
results and demonstrates that our construct measures generally exceeded the
accepted reliability standard of a > 0.7 and certainly compare favorably with
results reported in related research. The one exception to these findings related
to the reliability coefficient for the past behavior measure. Given this measure
5 6 7 8 9
0.568
0.398 0.413
0.105 0. 070 0.212
0.171 0.296 0.313 0.018
0.347 0.240 0.359 0.023 0.359
116 K. Celuch et al. / Industrial Marketing Management 36 (2007) 109 120

Table 2
Reliability analyses for model variables
Variable Coefficient Construct Construct SEM
a SEM variance
reliability extracted
Attitude toward info. management 0.8155
Attitude toward purchasing 0.9235
Subjective norm 0.8625
Self-efficacy 0.7552
Perceived control 0.7477
Previous behavior info. management 0.7259
Previous behavior purchase 0.6110
Purchase intention 0.8700 0.91 0.83
Information management intention 0.8994 0.92 0.72
utilized a check all that apply format a lower reliability estimate is not
surprising.
We next assessed the validity of our measures. Given that measures were
derived from previous qualitative and quantitative research followed by
consultation with industry personnel, we are confident that face and content
validity have been established. Furthermore, the calculated variance-extracted
scores for the endogenous variables in Table 2 exceed the 50% recommended
criteria for model constructs (Raines-Eudy, 2000). Thus, we find evidence in
support of the validity of the measures used in the research.
As noted previously, structural equation modeling was employed for
model evaluation. We tested the models using item parcels with items
summed (in the case of attitudes and subjective norms, related items were
multiplied and summed) to form unique construct parcels. Bandalos and
Finney (2001) note that the use of item parcels has become a common
practice in structural equation modeling in recent years. Little, Cunningham,
Shahar, and Widaman (2002) most recently examine the issue of parceling
and reach the same general conclusions as Bandalos and Finney (2001). In
particular, they conclude that the use of parceling can be warranted in social
science research. We thus combined measure items into unique global
exogenous parcels, and considered their contributions to the dependent
variables.
The results of testing the competing models using structural equation
analysis can be found in Table 3. There were no warning messages from the
LISREL software or negative error covariances noted. These results suggest
that both models fit the data well and are relatively comparable in terms of
RMSEA, CFI, and SRMR indices. However, the TOPB variant that includes
past behavior adds substantially to the variance explained for purchase
intentions (an 8% increase) while the increase in variance explained is
perhaps negligible for information management intentions (a 2% increase).
Of interest is the finding that internet self-efficacy is consistently the
strongest predictor of usage intentions. In the case of purchase intentions,
past behavior is also a strong predictor of intentions. Attitude toward usage
is also a relatively strong predictor of intentions. Further, in all instances,
perceived control is not found to be a significant predictor of internet usage
intentions.
4. Discussion
The intent of the present research was to compare two
attitudinal modelsvariants of The Theory of Planned
Behavior in terms of understanding the determinants of small
scale industrial buyer intentions to use the internet. The first
variant of the TOPB examined a decomposed perceived
behavioral control construct that consisted of self-efficacy
and perceived control. The second variant of the TOPB model
added past behavior. Data from industrial end users were used
to explore the models using structural equation modeling.
While both variants of the TOPB model performed well and
were comparable in terms of standard fit indices, the variant
with past behavior, added substantially to the variance
explained for purchase intentions. Implications of these
findings are discussed in detail below.
From the standpoint of theory testing, this study sheds
additional light on the applicability of attitude-based models
and addresses questions regarding possible conceptual exten-
sions. First, based on the explained variances observed in the
present research, the TOPB appears to be a viable conceptual
framework from which to understand buyer technology-related
motivation in business-to-business settings. The proportion of
variances accounted for in the current study compare
favorably with variances explained in reviews of research
employing attitude-based models (cf., Godin & Kok, 1996;
Sutton, 1998).
This research also provides evidence relevant to the
argument for distinguishing between self-efficacy and per-
ceived control constructs. Recall that behavior control is at the
heart of the TOPB in that it was formulated to explain behavior
not totally under an individuals volitional control. This study
found internet self-efficacy to be the strongest predictor of
purchase as well as information management intentions for
manufacturer contact. In contrast, perceived control was not
found to have impact. Thus, findings with respect to the strong
influence of self-efficacy on intentions in the present industrial
context mirror results reported in consumer, self-help, and
academic settings (Conner & Armitage, 1998).
With respect to the addition of a past behavior construct to
the TOPB model, in the present study, past behavior did
substantially enhance the model related to internet purchase
intentions. It would appear that, for the context examined in the

Table 3
Results of model assessment using structural equation modeling (N = 256)
Dependent variable Equationa,b R2 RMSEA CFI SRMR
Purchase intentions Eq. (1): 0.21*Att. toward Purchase + 0.18*Sub. Norm + 0.40 0.000 1.00 0.0063
0.42*Self-Eff. NS*Per. Control
Eq. (2): 0.20*Att. toward Purchase + 0.13*Sub. Norm + 0.48 0.027 1.00 0.011
0.30*Self-Eff. NS*Per. Control + 0.30*Previous Behavior
Information management intentions Eq. (1): 0.29*Att. toward Info. Management + 0.40 0.000 1.00 0.0093
0.11*Sub. Norm + 0.38*Self-Eff. NS*Per. Control
Eq. (2)c: 0.24*Att. toward Info. Management + 0.12*Sub. Norm + 0.42 0.000 1.00 0.009
0.32*Self-Eff. + NS*Per. Control + 0.18*Past Behavior
a
Please note that all equation coefficients are fully standardized.
b
Please note that Eqs. (1) and (2) are model variants of the Theory of Planned Behavior.
c
We dropped the intention item relating to responding to requests for information from this analysis.
 K. Celuch et al. / Industrial Marketing Management 36 (2007) 109 120
present research, the inclusion of past behavior in models
examining internet purchase behavior would be worthwhile. A
potential interpretation relates to the fact that using the internet
for purchase rather than for information acquisition is further
along on the hierarchy of commitment and thus is better
explained with the additional variable of past behavior.
Findings of this research related to efficacy and past
behavior are also consistent with findings of related research
examining factors that contribute to website visitation. Ilfeld
and Winer (2002) conclude that internet advertising should
focus primarily on inducing website visitation rather than on
impression building. They note that website loyalty and equity
appear to develop primarily from experience and usage. These
findings are consistent with the findings of the present research
which point to the strength of efficacy and past behavior in
determining internet purchase intentions.
While Ilfeld and Winer (2002) employ persuasive hierarchy
of effects models to examine the affect of advertising on
website awareness, traffic, and brand equity, the present
research employs attitude models to explore internet informa-
tion management and purchase intentions within the broader
tableau of CRM. A fusion of these two approaches could prove
interesting by adding depth to future research in the area.
Future research might want to build on the models examined
in the current study by exploring additional industries and
measures/variables. As noted previously, much of the research
examining attitude-based models has examined consumer and
academic contexts and/or relied heavily on student samples.
The present research provides support for the viability of using
attitude-based models to understand the small scale industrial
end user.
With respect to measurement issues, given the centrality of
the notion of control in the TOPB, an examination of
alternative measures of perceived control may prove fruitful
in future research. Skinner (1995) delineates a more fine
grained approach to assessing control beliefs. In much the same
way that belief-based measures of attitude have been found to
contribute to intention in ways that differ from simpler attitude
measures (Nucifora, Gallois, & Kashima, 1993), this approach
may allow for a more detailed assessment and may better
capture the construct and enhance explanatory power. Further,
the addition of actual behavior would allow for the examination
of direct as well as indirect effects (working though intention)
of perceived control and efficacy.
Moving beyond a subjective norm to the inclusion of a
behavioral norm might also prove useful. A behavioral norm
addresses what significant others are perceived to do.
Alternatively, a subjective norm addresses what a significant
other is perceived to think an actor should do. Adding such a
distinction could broaden the concept of normative influence in
TOPB models for industrial contexts.
Future research might also examine potential mediated
relationships. Although not suggested by the TOPB, alternative
models (e.g., TAM) suggest the potential for mediated relation-
ships. In addition, potential moderators can also be explored.
The present data, given the nature of the sample consisting of
small scale industrial users, provided minimal variability on
117
demographic variables which could moderate relationships in
other contexts.
4.1. Managerial implications
How can industrial manufacturers leverage the internet for
direct interaction with end users in general, and small scale end
users in particular, as part of a customer relationship
management (CRM) initiative? As noted earlier, an under-
standing of factors that influence small scale industrial user
internet usage is an important step in the development of
customer-focused strategy. From a practical standpoint, the
TOPB provides an industrial manufacturer focal points from
which to affect end user behavior. Based on the strong impact
of internet self-efficacy in models, efforts aimed at enhancing
end user self-efficacy would help strengthen their internet use
intentions.
Social cognitive theory (Bandura, 1986, 1997) accords
beliefs of personal efficacy a central role in the regulation of
motivation and performance. The work of Bandura et al. has
demonstrated that in addition to knowledge and skills,
competent behavior in any situation requires specific self-
beliefs of efficacy (i.e., judgments of what one can do with the
knowledge/skills one possesses to meet situational demands).
As noted by Wood and Bandura (1989) there is a difference
between: (a) possessing skills and (b) being able to use them
consistently well under various circumstances. Task-specific
self-beliefs of efficacy help account for why an individual
possessing the requisite skills performs suboptimally in a given
task context and why two individuals at the same skill level
perform differently in the same task situation. Within this view,
perceived self-efficacy is a dynamic and generative cognition.
That is, efficacy judgments may change over time given new
experiences and include a mobilization component involving
the orchestration of behavior to fit changing contexts (Gist &
Mitchell, 1992).
Bandura (1997) details sources of experiences which can
contribute to an individuals efficacy perceptions. Two of the
most powerful sources of efficacy are direct and vicarious
experience. Thus, the provision of direct experience through
manufacturer sponsored training programs initially related to
information management would likely enhance efficacy per-
ceptions related to internet usage. Such programs aimed at
information management intentions could be one component
aimed at achieving the CRM goal of enhancing service through
integrated information. In addition, efficacy enhancement
interventions focused on directly observing others engaging
in positive industrial-related experience with internet usage
(both information management and purchase) could also prove
beneficial in achieving the CRM goal of revenue growth
through existing relationships.
Recall that attitude toward usage was also a relatively
strong predictor of intentions. Thus, the use of persuasive
communication interventions (i.e., direct mail, business
advertising) coupled with incentive programs by manufac-
turers which aim at enhancing the perception of potential
benefits and weakening perceptions of potential costs could
118 K. Celuch et al. / Industrial Marketing Management 36 (2007) 109 120
prove useful in strengthening internet usage intentions.
Potential benefits identified in the present research which
could be addressed by the interventions would relate to
improved information access, improved ability to compare
and select offerings, improved ability to request, receive, and
respond to information, and improved decision making with
respect to purchase. Potential costs identified in this research
which could be addressed by the interventions include
concerns related to security, costs, unsolicited messages, and
personal relationships. In this way, the use of persuasive
communication interventions along with incentive programs
that positively impact internet intentions could also play a
role in CRM efforts aimed at enhancing service through
information as well as growing revenue. Note that the use of
persuasive communication interventions exclusively, while
enhancing attitudes toward internet usage among industrial
end users, is not likely to contribute greatly to efficacy
enhancement (Bandura, 1986).
Subjective norms and perceived control related to internet
usage were found to exhibit more limited effects on intentions.
Nevertheless, as part of a CRM program, manufacturer
communication addressing company imperatives and compet-
itive pressure appear to be relevant for encouraging internet
usage.
In conclusion, understanding information technology-relat-
ed motivation in industrial settings will continue to be a
significant topic for marketing researchers and practitioners. It
is hoped that this theory-based approach related to information
management and purchase intentions will contribute to future
empirical efforts aimed at increasing our understanding of
internet usage by small scale industrial buyers.
Appendix A
A.1. Measures
Intention to use the internet for purchase:
To what extent do you intend to use the Internet to purchase
equipment?
To what extent do you intend to use the Internet to purchase
parts?
(Definitely will not use 1 2 3 4 5 6 Definitely will use)
Intention to use the internet for information
management:
To what extent do you intend to use the Internet to review
information sent from equipment Manufacturers?
To what extent do you intend to use the Internet to ask for
information from equipment Manufacturers?
To what extent do you intend to use the Internet to respond
to requests for information from equipment Manufacturers?
(Definitely will not use 1 2 3 4 5 6 Definitely will use)
Attitude toward internet purchasing:
Using the internet will significantly improve your ability to
make better decisions regarding
. . . purchasing new equipment.
. . . purchasing used equipment.
. . . purchasing parts that would enable customization of
your own equipment.
. . . purchasing replacement parts.
. . . renting machines or parts.
. . . purchasing services related to: repairs.
. . . purchasing services related to: maintenance.
. . . purchasing services related to: diagnostic information.
. . .purchasing services related to: equipment financing
(including the possibility of leasing).
Using the internet will significantly increase your concern
about security (e.g., making on-line orders using a credit card).
(Likelihood: Very unlikely 1 2 3 4 5 6 Very likely;
Importance: Of little or no importance 1 2 3 4 5 6 Of utmost
importance)
Attitude toward using the internet for information
management:
Using the internet will significantly improve your ability to
compare different manufacturers equipment offerings in terms
of specifications.
Using the internet will significantly improve your ability to
compare different manufacturers equipment offerings in terms
of prices.
Using the internet will significantly improve your ability to
request and receive specific information directly from Equip-
ment Manufacturers.
Using the internet will significantly improve your ability to
make better decisions regarding selecting which Manufac-
turers brand to purchase.
Using the internet will significantly improve your ability to
respond to requests from Equipment Manufacturers.
Using the internet will significantly increase costs (e.g.,
monetary, time) associated with Manufacturer transactions due
to Internet training requirements of personnel in your company.
Using the internet will significantly decrease the value of
personal relationships with Manufacturers.
Using the internet will significantly increase the volume of
unsolicited messages from Manufacturers.
(Likelihood: Very unlikely 1 2 3 4 5 6 Very likely;
Importance: Of little or no importance 1 2 3 4 5 6 Of utmost
importance)
Subjective norm for using the internet:
Over the course of the next 12 months:
Equipment Manufacturers who are especially important to
you and your company will encourage you to regularly use the
Internet for business communications.
Equipment Manufacturers who are especially important to
you and your company will encourage you to regularly use the
Internet for making on-line purchases.
You will be under severe competitive pressure to use the
Internet for business communications with Manufacturers.
You will be under severe competitive pressure to use the
Internet for making on-line purchases from Manufacturers.
(Likelihood: Very unlikely 1 2 3 4 5 6 Very likely;
Motivation to comply: Do not want to comply 1 2 3 4 5 6
Want to comply very much)Internet self-efficacy:
 K. Celuch et al. / Industrial Marketing Management 36 (2007) 109 120
I would not have any difficulty using the Internet for making
transactions (e.g., on-line purchase orders) with one or more
Equipment Manufacturers.
I am very confident in my ability to use the Internet to
search for equipment and/or parts.
(Strongly disagree 1 2 3 4 5 6 Strongly agree)
For me to use the Internet for communicating with one or
more Equipment Manufacturers would be:
(Very difficult 1 2 3 4 5 6 Very easy)
Perceived control related to internet usage:
I feel its completely my choice as to whether or not I use
the Internet for Manufacturer communication.
I feel its completely my choice as to whether or not I use
the Internet for Manufacturer transactions (e.g., making on-line
purchases).
(Strongly disagree 1 2 3 4 5 6 Strongly agree)
How much choice do you feel you will have over
whether you use the Internet for any kind of contact with
Manufacturers?
(No personal choice 1 2 3 4 5 6 Complete personal choice)
Past behavior related to internet purchase (Please check
only those that apply).
I have used the Internet during the past 12 months
. . .to place an on-line purchase order for new Equipment.
. . .to place an on-line purchase order for used Equipment.
. . .to place an on-line purchase order for new Parts.
. . .to place an on-line purchase order for used Parts.
Past behavior related to information management:
(Please check only those that apply).
I have used the Internet during the past 12 months
. . .to search for information about new Equipment.
. . .to search for information about used Equipment.
. . .to search for information about new Parts.
. . .to search for information about used Parts.
. . .to ask for specific information from at least one
Equipment Manufacturer.
. . .to receive and then respond to requests for information
from at least one Equipment Manufacturer.
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Kevin Celuch (PhD, Syracuse University) is a Professor of Marketing and
holder of the Blair Chair in Business Science at the University of Southern
Indiana. His research interests include advertising, product manual, consumer
behavior, salesperson, market information, and organizational partnering-
related research.
Stephen Goodwin (PhD, University of Iowa) is a Professor of Marketing at
Illinois State University. His primary research interests focus on psychological
aspects of consumer choice behavior, communication-effectiveness of alterna-
tive message appeals, and E-marketing.
Steven A. Taylor is a Professor of Marketing at Illinois State University. He
received his degree from Florida State University. His areas of interest relate to
services marketing, relationship marketing, and e-business with an emphasis on
the conceptualization and operationalization of the service quality, satisfaction,
and value constructs.

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