The Impact of Perceived Channel Utilities, Shopping Orientations, and Demographics on the Consumer's Online Buying Behavior

Abstract

This study proposed and tested a model of consumer online buying behavior. The model posits that consumer online buying behavior is affected by demographics, channel knowledge, perceived channel utilities, and shopping orientations. Data were collected by a research company using an online survey of 999 U.S. Internet users, and were cross‐validated with other similar national surveys before being used to test the model. Findings of the study indicated that education, convenience orientation, experience orientation, channel knowledge, perceived distribution utility, and perceived accessibility are robust predictors of online buying status (frequent online buyer, occasional online buyer, or non‐online buyer) of Internet users. Implications of the findings and directions for future research were discussed.

Online Shopping Behavior on Generation Y in Indonesia

“…The influence of gender on shopping behavior for generation Y has been examined in the literature, including differences in online shopping behavior (Li et al, 1999;Dennis et al, 2010;Kiyici, 2012;Bellman et al, 2009;Rajamma et al, 2010;Solka et al, 2011;Veeralakhsmi, 2013). According to some researchers (e.g.…”

“…According to some researchers (e.g. Korgaonkar and Wolin, 1999;Slyke et al, 2002;Li et al, 1999), gender impacts the online buying, in which male is more likely to buy online than female. Furthermore, Kiyici (2012) found that male students, who have high monthly income, are more familiar and had a positive attitude on internet shopping behavior.…”

Shopping online and/or in-store? A structural equation model of the relationships between e-shopping and in-store shopping

“…Swinyard and Smith (2003) found that e-shoppers perceive online shopping to be more entertaining and straightforward than do non-e-shoppers. People who like to see and touch products before buying them make fewer online purchases, while people who like to save time spent on shopping buy online more frequently (Li et al, 1999).…”

Tailoring new websites to appeal to those most likely to shop online

“…its ability to communicate information). Other functions include navigability (Neilsen, 2000;Palmer, 2002;Radosevich, 1997), communication utility (Li et al, 1999), responsiveness (Palmer, 2002), entertainment value (e.g. Chen et al, 2000;Eighmey, 1997;Goldsmith et al, 2001;Koufaris, 2002), convenience (e.g.…”