An Exploratory Study of Consumer Adoption of Online Shopping: Mediating Effect of Online Purchase Intention
Songpol Kulviwat (Hofstra University, USA), Ramendra Thakur (Utah Valley State College, USA) and Chiquan Guo (The University of Texas–Pan American, USA)
Copyright: © 2009
An exploratory study was conducted to investigate consumer adoption of online purchase using a survey data set. Based upon the theory of innovation and self-efficacy theory, risk aversion, online proficiency, shopping convenience, and product choice variety were proposed to influence consumer intention to shop online, which, in turn, affects online purchases. Results of regression analyses revealed that all but shopping convenience were significant predictors of consumer intention to purchase online. In addition, consumer intention directly determines consumer purchases online. Finally, consumer intention to purchase online mediates the relationship of risk aversion, shopping convenience, and product choice variety to online shopping. Research and managerial implications of the findings were discussed.