Abstract
With the perspective of Transaction Cost Economics, this chapter modeled inexperienced online consumers' window shopping behavior. An empirical study was conducted in China to test the model. The results indicated that most Chinese inexperienced online consumers searching information online but not shopping online because they perceived high transaction costs during e-shopping which induce them to stop more involving. This chapter also proved that when inexperienced online consumers perceived less uncertainty and asset specificity, or held more trust propensity toward online shopping, they would prefer to shop online and tend to complete the whole shopping process online. Moreover, if inexperienced online consumers cultivated more and more trust during e-shopping, they would be willing to spend more transaction costs in e-shopping. © 2011 by Nova Science Publishers, Inc. All rights reserved.
| Original language | English |
|---|---|
| Title of host publication | Handbook of Contemporary Marketing in China: Theories and Practices |
| Publisher | Nova Science Publishers |
| Pages | 225-262 |
| ISBN (Print) | 9781617616891 |
| Publication status | Published - 2011 |
Bibliographical note
Publication details (e.g. title, author(s), publication statuses and dates) are captured on an “AS IS” and “AS AVAILABLE” basis at the time of record harvesting from the data source. Suggestions for further amendments or supplementary information can be sent to [email protected].Research Keywords
- E-shopping Process
- Transaction cost
- Window shopping behavior