ONLINE PURCHASE PREFERENCE AND INDIVIDUAL CHARACTERISTICS: A MODERATION APPROACH

Q3 Computer Science

International Journal of Electronic Commerce Studies Pub Date : 2019-06-04 DOI:10.7903/IJECS.1694

Zhen Li, Avus C. Y. Hou

{"title":"ONLINE PURCHASE PREFERENCE AND INDIVIDUAL CHARACTERISTICS: A MODERATION APPROACH","authors":"Zhen Li, Avus C. Y. Hou","doi":"10.7903/IJECS.1694","DOIUrl":null,"url":null,"abstract":"This study posits that consumer characteristics affect behavioral outcomes through directly influencing purchase preference and moderating preference effects of other factors. To further clarify this mechanism, we perform a longitudinal survey to investigate the direct effects of consumer characteristics on online purchase preference, and the moderating effects of these characteristics on the influences of two online purchase goals (saving money and saving time) on purchase outcomes. Customers personal characteristics in this study mainly include gender difference, income, age, education, work status, and experience of online shopping. The results show that only age and online experience have direct effects on consumers’ online purchase preference. By contrast, an important finding suggests that most of those personal characteristics affect purchase outcomes mainly through moderating the preference effects of the two online purchase goals, rather than directly influencing purchase preferences. Management implications and future research directions are also presented at the end of the paper. To cite this document: Zhen Li and Avus CY. Hou, \"ONLINE PURCHASE PREFERENCE AND PERSONAL CHARACTERISTICS: A MODERATION APPROACH \", International Journal of Electronic Commerce Studies, Vol.10, No.1, pp.1-21, 2019. Permanent link to this document: http://dx.doi.org/10.7903/ijecs.1694","PeriodicalId":38305,"journal":{"name":"International Journal of Electronic Commerce Studies","volume":" ","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2019-06-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"3","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Electronic Commerce Studies","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.7903/IJECS.1694","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"Computer Science","Score":null,"Total":0}

引用次数: 3

Abstract

This study posits that consumer characteristics affect behavioral outcomes through directly influencing purchase preference and moderating preference effects of other factors. To further clarify this mechanism, we perform a longitudinal survey to investigate the direct effects of consumer characteristics on online purchase preference, and the moderating effects of these characteristics on the influences of two online purchase goals (saving money and saving time) on purchase outcomes. Customers personal characteristics in this study mainly include gender difference, income, age, education, work status, and experience of online shopping. The results show that only age and online experience have direct effects on consumers’ online purchase preference. By contrast, an important finding suggests that most of those personal characteristics affect purchase outcomes mainly through moderating the preference effects of the two online purchase goals, rather than directly influencing purchase preferences. Management implications and future research directions are also presented at the end of the paper. To cite this document: Zhen Li and Avus CY. Hou, "ONLINE PURCHASE PREFERENCE AND PERSONAL CHARACTERISTICS: A MODERATION APPROACH ", International Journal of Electronic Commerce Studies, Vol.10, No.1, pp.1-21, 2019. Permanent link to this document: http://dx.doi.org/10.7903/ijecs.1694

查看原文本刊更多论文

在线购买偏好和个人特征:一个适度的方法

本研究认为，消费者特征通过直接影响购买偏好和调节其他因素的偏好效应来影响行为结果。为了进一步阐明这一机制，我们进行了一项纵向调查，调查消费者特征对在线购买偏好的直接影响，以及这些特征对两个在线购买目标（省钱和省时）对购买结果影响的调节作用。在本研究中，顾客的个人特征主要包括性别差异、收入、年龄、教育程度、工作状态和网上购物体验。结果表明，只有年龄和网络体验对消费者的网络购买偏好有直接影响。相比之下，一项重要的发现表明，大多数个人特征主要通过调节两个在线购买目标的偏好效应来影响购买结果，而不是直接影响购买偏好。论文最后还介绍了管理学的意义和未来的研究方向。引用本文件：甄力和周厚，“网上购物偏好与个人特征：一种现代化的方法”，《国际电子商务研究杂志》，2019年第10卷第1期，第1-21页。本文件的永久链接：http://dx.doi.org/10.7903/ijecs.1694

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

International Journal of Electronic Commerce Studies Computer Science-Computer Science Applications

CiteScore

1.40

自引率

0.00%

发文量

期刊介绍： The IJECS is a double-blind referred academic journal for all fields of Electronic Commerce. To serve as an international platform, the IJECS encourages manuscript submissions from authors all around the world. As a multi-discipline journal, The IJECS welcome both technology oriented and business oriented electronic commerce research articles. The purpose of the International Journal of Electronic Commerce Studies is to promote electronic commerce research and provide worldwide scholars a place to publish their innovative work in electronic commerce. To be published in the journal, the manuscript must make strong empirical, theoretical, or practical contributions and highlight the significance of the contributions to the electronic commerce field. Thus, preference is given to submissions that test, extend, or build strong theoretical frameworks for electronic commerce theory, electronic commerce system development, and electronic commerce practice. The journal is not tied to any particular national context; the geographic distribution of authors publishing in the journal came from countries around the world. Articles introducing cases of innovative applications in electronic commerce around the world are also published in the journal. The journal provides scholars opportunities to realize the electronic commerce research and development around the world. Articles in the International Journal of Electronic Commerce Studies will include, but are not limited to the following areas.