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Title: Empirical studies of consumer online shopping behavior
Authors: LIU XIAO
Keywords: Perceived Usefulness, Perceived Ease of Use, Perceived Risk, Perceived Value, Consumers' E-commerce Adoption Intention
Issue Date: 8-Nov-2004
Citation: LIU XIAO (2004-11-08). Empirical studies of consumer online shopping behavior. ScholarBank@NUS Repository.
Abstract: Online shopping, as a new alternative of making purchases for consumers, has been realized more and more important for companies as a new channel of revenues. As such, for companies, there are compelling needs for the understanding of consumer online shopping behavior. This study focuses on consumer behavior in the online shopping environment. It investigates criteria dimensions of perceived risk in E-commerce, product differences in consumersa?? E-commerce adoption behavior, and antecedents of consumersa?? online purchase intention. A survey of existing consumer online shopping behavior literature, relevant marketing and information systems literature is conducted to build the theoretical and conceptual foundation for this study. Based on the survey, research models and research hypotheses are formulated and developed. Experiential surveys are employed to test the research hypotheses. The results show that: there are eight criteria dimensions of perceived risk in E-commerce; product type has significant moderating effects over the relationships between perceived risk and consumersa?? E-commerce adoption intention, perceived ease of use and consumersa?? E-commerce adoption intention; perceived value of products and perceived risk of online shopping are important antecedents of consumersa?? online purchase intention in product business (physical goods). Implications for practice and research are discussed and specific recommendations for practitioners are also offered.
Appears in Collections:Master's Theses (Open)

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