The role of individual factors on online shopping behavior

Abstract

Based on the rapid growth of e-commerce and online shopping, this study explores behavioral intention of consumers of online shopping websites. Methodology: Consumer's individual factors' effect on consumer perceived usefulness of online shopping and user satisfaction are modelled and examined in terms of effects on behavioral and purchase intention toward online shopping websites. Data were collected via Internet survey and 318 usable surveys of consumers were gathered. Findings: The results suggest that consumer's relationship proneness of online shopping websites among individual factors has the strongest effect on consumer purchase/behavioral intention of online shopping websites. Besides, consumer perceived usefulness has the strongest effect on consumer's purchase intention. Conclusion:The effect of relationship proneness of consumers with online shopping firms on consumers' purchase intentions can be used to draw consumer attention. Likewise, firms can plan their marketing communications such as advertising strategies and promotional strategies in a way that appeal to their target customers' personality.

Sustaining Continuous Engagement in Value Co-creation Among Individuals in Universities Using Online Platforms: Role of Knowledge Self-Efficacy, Commitment and Perceived Benefits

“…The study also has some practical implications. First, although previous studies found that perceived benefits motivate potential participation in value co-creation (McElroy et al, 2007;Alan et al, 2017), the findings of this study imply that HEIs should pay more attention to fostering and engaging individuals with knowledge self-efficacy and commitment as they are very significant stimuli for engaging in value cocreation. This can be implemented via workshop training, seminars, and gatherings within the HEI community designed to encourage individuals to practice affective commitment and gain knowledge self-efficacy through continual participation in value co-creation activities.…”

“…These studies have mostly focused on the customers' perceived benefits as the main factor motivating customer online engagement behavior in value co-creation. However, few studies have investigated customer personal factors and their impact on customer online behavior (McElroy et al, 2007;Alan et al, 2017). To this end, the aim of this study is to empirically examine customer-personal factors that lead to value co-creation engagement, considering HEI technological capabilities that guarantee such useful interactions occur.…”