Antecedents and Moderators of Online Shopping Behavior in Undergraduate Students

Abstract

The online shopping behaviors of 600 undergraduate students in Taiwan were explored in regard to the influences of perceived ease of use, perceived usefulness, attitude, trust, behavioral intentions, and actual behavior. The moderating effects of online experience were taken into account. A model depicting the mechanisms of an effective relationship with online shoppers was developed and a survey was conducted to gather information. Structural equation modeling was used to validate the measures developed and test the hypothesized model. All variables had a significant and positive impact, and experience online had a moderate impact.The Internet has changed how information is communicated and processed. People use the Internet for different purposes, including communicating with friends, researching and monitoring online stock prices, trading stock, paying bills, banking, and shopping. Growing numbers of consumers purchase goods and services, gather product information, or just to browse online. Online shopping is the process whereby consumers buy goods or services directly from a seller in real time, without an intermediary service, over the Internet. Online shopping environments are, therefore, playing an increasing role in the relationship between marketers and their consumers (Demangeot & Broderick, 2007).

Antecedents of Online Purchasing Intention among MBA Students: The Case of University Utara Malaysia Using the Partial Least Squares Approach

“…Our results, moreover, concluded the significant effect of perceived behavior control on the intention to shop online. This conclusion is in line with that of Wang (2007) and Hsieh and Liao (2011). In general, the positive significant effect of the subjective norms, attitude towards online shopping and the perceived behavioral control was confirmed indicating the higher the level of these variables, the higher the customer's intention to shop online.…”

“…This findings goes well with the argument made by Hsieh and Liao(2011) that experience can reduce the time needed to search for information and then subsequently increase the likelihood of online purchase. Additionally, it was argued by Morganosky and Cude(2000) that the more experience is the customer in shopping online, the more will be his intention to purchasing online.…”

“…consumer's judgment on his own feasible consumption degree. Existing literatures about social psychology on behavioral studies postulated that Attitudes have been indicated to be significant predictors of treatment, the intention to do the behavior and explicative elements of alternatives in particular person's behavior (Fattahi,2010;Hsieh & Liao, 2011). According to Wang (2007) and Hsieh and Liao (2011), perceived behavior control has a significant influence on the individual's shopping online behavior.…”

“…Severalother studies (such as Chiu et al, 2008;Jun and Jaafar, 2011;Hsieh and Liao, 2011;Alam et al, 2008;Yulihasri et al, 2011) demonstrated the importance of trust as a substantial factor that positively impacts the online shopping behavior. They, moreover, argued that perceived reliability or trust on the internet is the basis for customers' involvement in onlineshopping.…”

“…According to Naseri (2011) having prior experience on shopping online would significantly decrease the amount of time and cognitive efforts involved in both learning and conducting web shopping.Similarly, Hsieh and Liao (2011) argued that experience reduce the time needed to navigate and search for information therefore increasing the probability of online purchase. However, experimental dimensions of the site is its ability to produce an involving shopping experience, it enables shoppers to further explore their shopping interests or needs.…”