Personal traits, value perceptions and online buying intention

: an empirical study of chinese E-generation

Abstract

The explosive growth of E-shopping has brought drastic changes to consumers' lives, which has raised a significant challenge to study about how E-shopping fits in people's lives and what has induced people to adopt E-shopping. A theoretical model (Figure 3.1) is developed in accordance with theories such as the theory of reasoned action, technology acceptance model and flow theory. Literature review of consumer behavior of this study largely focuses on the examination of individual traits such as domain-specific knowledge, psychological risk and E-social identity and their impacts on online buying intention. The effects of a consumer's personal traits on online buying intention are identified to be mediated by the person's perceived usefulness and enjoyment of E-shopping. This study conducts an empirical investigation of these factors in the China business context. With the deployment of both qualitative and quantitative research methods, pretest and surveys are used to collect data. Finally, the study analyzes data using a series of statistical methods such as validity and reliability tests, multiple regression analysis, correlation analysis, principal exploratory test and structure equation modeling (SEM).

Date of Award	15 Feb 2012
Original language	English
Awarding Institution	City University of Hong Kong
Supervisor	Mingping Yanni YAN (Supervisor)