Consumer Characteristics And Their Effect On Accepting Online Shopping, In The Context Of Different Product Types

Abstract

Online shopping is one of the most popular activities that take place on the internet. Yet the reasons why consumers buy online and what drives them to do so are still unclear. Although it is implied that consumer acceptance of online shopping is affected by the different products (Liang and Huang, 1998) that are being marketed online, not many studies have adopted this view. The purpose of this study is to examine consumers’ behaviour when making online purchases in the context of different product types. After a thorough review of the existing literature the factors that were selected to be tested in this study are Personal Innovativeness of Information Technology (PIIT), Self-efficacy, Perceived security, Privacy, Product involvement and how they affect consumer attitude towards online shopping. Correlation analysis, at first, to determine the relationships among the variables and regression analysis afterwards to verify the extent of the variable interaction were used to test the hypotheses. Based on the aforementioned analyses, results were drawn and compared to the results found by Lian and Lin (2008) in a similar study