The role of individual factors on online shopping behavior

Abstract

Purpose: 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. Keywords: Online shopping, online purchase intention, relationship proneness, perceived usefulness, self-efficacy