{"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
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.