Effects of consumer characteristics on their acceptance of online shopping: Comparisons among different product types

Abstract

Previous electronic commerce (EC) studies have found that consumer characteristics are important when considering issues related to the acceptance of online shopping. However, most studies have focused on a single product or similar products. The effects of different product types have been relatively neglected. Previous studies have limited the generalizability of their results to a few products at best. To overcome this limitation, the purpose of this study was to explore the effects of different product types. The Internet product and service classification grid proposed by Peterson, Balasubramanian and Bronnenberg (Peterson, R. A., Balasubramanian, S., & Bronnenberg, B. J. (1997). Exploring the implications of the Internet for consumer marketing. Journal of Academy of Marketing Science, 25(4), 329–346) was employed to examine the effects of consumer characteristic differences on online shopping acceptance in the context of different products and services. A survey-based approach was employed to investigate the research questions. Regression analysis demonstrated that the determinants of online shopping acceptance differ among product or service types. Additionally, personal innovativeness of information technology (PIIT), perceived Web security, personal privacy concerns, and product involvement can influence consumer acceptance of online shopping, but their influence varies according to product types.

Introduction

The development of the Internet has increased the popularity of online shopping. However, many Internet users avoid shopping online due to security and privacy concerns. Despite this though, online sales continue to grow as Internet-based businesses become more sophisticated; indeed many users remain interested in online shopping. Understanding potential markets is thus important for businesses investing in electronic commerce (EC). Amichai-Hamburger (2002) indicated that the personality of Internet users plays an important role in their online behavior. Moreover, Hills and Argyle (2003) reached similar viewpoints. They found that individual Internet use correlates with individual personality differences. Kotler (2003) asserted that personal factors are the main influence on buyer behavior. Thus, understanding the personality differences between these two groups (Internet shoppers and non-Internet shoppers) is extremely important to businesses. Understanding the characteristics of potential online customers can help businesses accurately target potential markets.

Peterson, Balasubramanian, and Bronnenberg (1997) indicated that owing to the special characteristics of the Internet, its suitability for marketing depends on the characteristics of the products and services being marketed. Thus, considering the differences among product types is essential to fully understanding the influence of online shopping. Liang and Huang (1998) expressed a similar opinion, noting that when dealing with electronic markets, increased attention must be paid to understanding which products are suitable for marketing online. Notably, they indicated that different product types influence consumer online shopping acceptance. Phau and Poon (2000) also obtained similar findings and found that product type affects consumer decisions when choosing between traditional or online channels.

Previous studies found that consumer characteristics are important when considering online shopping acceptance-related issues. However, most studies neglect the effects of different product types. The generalizability of these studies thus was limited to only a few products. To overcome this limitation, the purpose of this study explores the effects of different product types.