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.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
