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|Title:||Online buying behavior: A transaction cost economics perspective|
|Authors:||Teo, T.S.H. |
Transaction cost theory
|Citation:||Teo, T.S.H., Yu, Y. (2005). Online buying behavior: A transaction cost economics perspective. Omega 33 (5) : 451-465. ScholarBank@NUS Repository. https://doi.org/10.1016/j.omega.2004.06.002|
|Abstract:||Using a transaction cost economics perspective, this paper presents a model for understanding consumers' on-line buying behavior. An empirical study was conducted in Singapore to test the model. The results indicate that consumers' willingness to buy online is negatively associated with their perceived transaction cost, and perceived transaction cost is associated with uncertainty, dependability of online stores and buying frequency. When consumers perceive more dependability of online stores and less uncertainty in online shopping and have more online experiences, they are more likely to buy online. Implications of the results are discussed. © 2004 Elsevier Ltd. All rights reserved.|
|Appears in Collections:||Staff Publications|
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