Investigation on the factors determining consumers' use of online intermediated shopping (OIS) : A behavioral intention perspective

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalNot applicablepeer-review

4 Scopus Citations
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Detail(s)

Original languageEnglish
Pages (from-to)77-97
Journal / PublicationJournal of Organizational and End User Computing
Volume27
Issue number1
StatePublished - 1 Jan 2015

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.

Research Area(s)

  • Behavioral Intentions, Confidence, Online Intermediated Shopping (OIS), Perceived Benefit, Perceived Risk, Theory of Planned Behavior (TPB), Trust

Citation Format(s)

Investigation on the factors determining consumers' use of online intermediated shopping (OIS) : A behavioral intention perspective. / Zhang, Wei; Yang, Xue; Wang, Quansheng; Zheng, Chengde; Sia, Choon Ling.

In: Journal of Organizational and End User Computing, Vol. 27, No. 1, 01.01.2015, p. 77-97.

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalNot applicablepeer-review