An Empirical Study of Predicting Hong Kong Consumers’ Online Shopping Intentions

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.

Determinants of using online shopping in European Union countries

“…The search for determinants of online shopping is also described from the point of view of selected product and service categories. These are, for example, beauty and cosmetics (Nguyen, 2020), personal hygiene products (Cheng & Chung, 2010), clothing and jewelry (Young Kim & Kim, 2004), digital products (Fang, 2011) or grocery products (Bauerova & Klepek, 2018;Saphores & Xu, 2021). A study by Xiong et al (2021), which compares housing, food, and beverage vs wearing, recreation, and education expenses in the context of COVID-19 and its impact on the growth of online shopping, is very specific.…”

“…Online shopping using only smartphones and laptops was also investigated, not including tablets and desktop computers (Pšurný et al, 2022). The technical aspects of online shopping have also been reflected in research on experience in technology (Eboli & Mazzulla, 2013), especially internet use capability (Mehrotra et al, 2020) and variously defined personal innovativeness (Atchariyachanvanich et al, 2007;Cheng & Chung, 2010). Guo et al (2012), Hossain et al (2020, Li (2011) and Yeh et al (2011) devoted their work to the safety of online shopping, both from the technical and psychological point of view.…”