Gender differs: assessing a model of online purchase intentions in e‐tail service

Abstract

Purpose – This study proposes a model of online purchase intentions. Four exogenous constructs – namely, personal awareness of security, personal innovativeness, perceived ease of purchasing, and perceived usefulness – have not only direct influences on attitudes and online purchase intentions, but also have indirect influences on online purchase intentions through the mediation of attitudes.Design/methodology/approach – Data were collected via questionnaires from customers of the leading internet service provider (ISP) in Taiwan. Structural equation modeling (SEM) was used to examine the model.Findings – The influences of personal innovativeness and perceived usefulness on attitudes and online purchase intentions are similar for males and females. The influences of personal awareness of security on both attitudes and online purchase intentions are strong for males, while no such effects exist for females. The influences of perceived ease of purchasing on both attitudes and online purchase intentions are ...