Path analysis method to identify factors affecting consumer interest on online shopping

Abstract

Current research indicates that a novelty, exciting and engaging shopping experience can positively affect consumer buying behavior. Identifying factors that influence the consumer behavior on use a virtual world for shopping will help retailers to create and maintain a presence in a virtual world, while positive impacting purchases and returns intentions. Therefore, the objectives of this study are to understand what factors affect consumer intention to shop in a virtual world and to analyze the relationships among these factors. Particularly, this study explores consumer innovativeness (consumer novelty seeking and consumer independent judgment making) as an external variable that influences consumer intention indirectly through its effects on consumer experiences with the virtual world application (ease of use, control, concentration, and enjoyment). Path analysis method is used to identify the variable given significant influence to consumer intention to shop. The finding indicates that independent variables Consumer Novelty Seeking and Consumer Independent Judgment Making have influence to Perceived concentration, Perceived enjoyment, and Ease of Use. These three variables give significant influence to consumer intention to shop.