An Exploratory Study of Consumer Adoption of Online Shopping: Mediating Effect of Online Purchase Intention

被引：3
作者：
Kulviwat, Songpol [1 ]
Thakur, Ramendra [2 ]
Guo, Chiquan [3 ]
机构：
[1] Hofstra Univ, Mkt & Int Business, Hempstead, NY 11550 USA
[2] Utah Valley State Coll, Orem, UT USA
[3] Univ Texas Pan Amer, Mkt & Int Business, Edinburg, TX 78541 USA
来源：
INTERNATIONAL JOURNAL OF E-BUSINESS RESEARCH | 2006年 / 2卷 / 02期
关键词：
consumer adoption; electronic commerce; online purchase intention; online shopping; perceived attributes of innovation;
D O I：
10.4018/jebr.2006040105
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
An exploratory study was conducted to investigate consumer adoption of online purchase using a survey data set. Based upon the theory of innovation and self-efficacy theory, risk aversion, online proficiency, shopping convenience, and product choice variety were proposed to influence consumer intention to shop online, which, in turn, affects online purchases. Results of regression analyses revealed that all but shopping convenience were significant predictors of consumer intention to purchase online. In addition, consumer intention directly determines consumer purchases online. Finally, consumer intention to purchase online mediates the relationship of risk aversion, shopping convenience, and product choice variety to online shopping. Research and managerial implications of the findings were discussed.
引用
收藏
页码：68 / 82
页数：15
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