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Investigation on the Factors Determining Consumers' Use of Online Intermediated Shopping (OIS): A Behavioral Intention Perspective

Investigation on the Factors Determining Consumers' Use of Online Intermediated Shopping (OIS): A Behavioral Intention Perspective

Wei Zhang, Xue Yang, Quansheng Wang, Chengde Zheng, Choon Ling Sia
Copyright: © 2015 |Volume: 27 |Issue: 1 |Pages: 21
ISSN: 1546-2234|EISSN: 1546-5012|EISBN13: 9781466675452|DOI: 10.4018/joeuc.2015010104
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MLA

Zhang, Wei, et al. "Investigation on the Factors Determining Consumers' Use of Online Intermediated Shopping (OIS): A Behavioral Intention Perspective." JOEUC vol.27, no.1 2015: pp.77-97. http://doi.org/10.4018/joeuc.2015010104

APA

Zhang, W., Yang, X., Wang, Q., Zheng, C., & Sia, C. L. (2015). Investigation on the Factors Determining Consumers' Use of Online Intermediated Shopping (OIS): A Behavioral Intention Perspective. Journal of Organizational and End User Computing (JOEUC), 27(1), 77-97. http://doi.org/10.4018/joeuc.2015010104

Chicago

Zhang, Wei, et al. "Investigation on the Factors Determining Consumers' Use of Online Intermediated Shopping (OIS): A Behavioral Intention Perspective," Journal of Organizational and End User Computing (JOEUC) 27, no.1: 77-97. http://doi.org/10.4018/joeuc.2015010104

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Abstract

While consumers have increasingly exploited online intermediated shopping (OIS) to facilitate electronic shopping through the assistance of online intermediaries, many remain hesitant to do so for various perceptual reasons. This paper thus applies agency theory, the theory of planned behavior (TPB), perceived risk, and trust, to propose a research model for consumers' behavioral intention in using OIS. Empirical data was collected through a survey and analyzed using regression models. Results showed that constructs of perceived benefit, trust, subjective norms, and perceived behavioral control are related to behavioral intention to engage in OIS; consumer experience has a moderating role. Theoretically speaking, this study enriches and extends the original TPB by relating it to the emerging phenomenon of OIS behavior from the consumer's perspective. This study also offers important practical implications for OIS intermediaries and platforms that aim to better attract and serve existing and potential consumers.

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