The joint moderating role of trust propensity and gender on consumers' online shopping behavior

被引：124
作者：
Chen, Yue [1 ]
Yan, Xiangbin [1 ]
Fan, Weiguo [2 ]
Gordon, Michael [3 ]
机构：
[1] Harbin Inst Technol, Sch Management, Harbin 150006, Peoples R China
[2] Virginia Tech, Pamplin Coll Business, Blacksburg, VA USA
[3] Univ Michigan, Ross Sch Business, Ann Arbor, MI 48109 USA
来源：
COMPUTERS IN HUMAN BEHAVIOR | 2015年 / 43卷
基金：
中国国家自然科学基金;
关键词：
Trust propensity; Gender difference; Online shopping; Re-purchase intention; Satisfaction; E-COMMERCE; ELECTRONIC COMMERCE; PERCEIVED RISK; MODEL; INTERNET; PERSONALITY; INDICATORS; DETERMINANTS; PERCEPTIONS; TECHNOLOGY;
D O I：
10.1016/j.chb.2014.10.020
中图分类号：
B84 [心理学];
学科分类号：
04 ; 0402 ;
摘要：
We built a research model based on a benefit-risk paradigm, and tested the moderating effects of trust propensity and gender in relationship to the impacts of perceived benefits and risks on user online behavior. Results showed that gender moderated the impact of perceived benefit on one's intention to purchase. Trust propensity was found to moderate the relationship between perceived risk and overall satisfaction. In addition, we found that the interaction of trust propensity and gender played a significant joint moderating role in affecting the impact of perceived benefit on intention to purchase. Men with high trust propensity belief are the most benefit oriented consumer group. Implications for both research and practice are discussed. (C) 2014 Elsevier Ltd. All rights reserved.
引用
收藏
页码：272 / 283
页数：12
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