An Empirical Study of Predicting Hong Kong Consumers’ Online Shopping Intentions: Personal Hygiene Products

An Empirical Study of Predicting Hong Kong Consumers’ Online Shopping Intentions: Personal Hygiene Products

T. C. E. Cheng (The Hong Kong Polytechnic University, China) and M. W. Chung (The Hong Kong Polytechnic University, China)
DOI: 10.4018/978-1-61350-462-8.ch008
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Abstract

The digital technologies that have made electronic commerce (EC) a reality have changed the landscape of operations management (OM). Past OM studies have focused on the relationship between information systems (IS) and OM strategy, however, there is a lack of investigation into the environmental factors and OM strategy in the EC setting. Moreover, little empirical research has been performed outside Europe and the United States. Thus, the authors’ research fills this gap with a view of understanding the potential factors influencing Hong Kong consumers’ online shopping intentions. The authors collected data from Facebook users via a Web-based survey and their research results support the previous literature and behavioral models in that perceived usefulness and perceived convenience and inconvenience are significantly related to consumers’ online shopping intentions. Further, gender difference plays a role in predicting consumers’ attitudes toward the positive features of online shopping, as well as predicting personal innovativeness toward information technology. In the collectivist culture of Hong Kong, the findings show that men are positively associated with the subjective norm. Unlike gender, education can only explain consumers’ perceived usefulness.
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Literature Review And Research Model

In order to have a good grasp of the online shopping phenomenon, we conducted an extensive review of the relevant literature. Based on the review, we identified the key variables (constructs), developed a research model, and formulated several hypotheses for testing.

Human Behavioural Theories

Human adoption behaviour has long been a popular topic in behavioural science. The Theory of Reasoned Action (TRA) and the Technology Acceptance Model (TAM) provide a well developed theoretical framework for understanding human adoption behaviour. TRA argues that both behavioural attitude (AD) and subjective norm (SN) affect behavioural intention (INT), which in turn affects actual behaviour (Ajzen & Fishbein, 1980). According to TAM, perceived usefulness (PU) and perceived ease of use (PEOU) are the determinants of IT adoption and usage (Davis, 1989), and both have a direct effect on intention (Lu et al., 2009). Since these theories have been extensively used to study usage intention, they provide a suitable framework for exploring the relationships between Hong Kong consumers’ characteristics and the factors affecting their online shopping intentions.

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