Title :
The Research of the Effects of Consumer Traits on Online Purchasing Intentions
Author :
Shen, Wenguo ; Liu, Jie ; Wang, Hong
Author_Institution :
Sch. of Bus., Sun Yat-sen Univ., Guangzhou
Abstract :
This study investigates the effect of four consumer traits - self-efficacy, consumer innovation, need of interaction, and self-consciousness on online purchasing intention according to the technology-based self-efficacy theory, and analyses the mediating effects of consumer trust between them. The result indicates that self-efficacy, consumer innovation and self-consciousness have a significantly positive correlativity with online purchasing intention. Consumer trust mediates the relationship between consumer traits and online purchasing intention.
Keywords :
consumer behaviour; purchasing; consumer innovation; consumer traits; online purchasing intentions; technology-based self-efficacy theory; Advertising; Consumer behavior; Demography; Information systems; Internet; Psychology; Sociology; Sun; System testing; Technological innovation;
Conference_Titel :
E-Business and Information System Security, 2009. EBISS '09. International Conference on
Conference_Location :
Wuhan
Print_ISBN :
978-1-4244-2909-7
Electronic_ISBN :
978-1-4244-2910-3
DOI :
10.1109/EBISS.2009.5138129
