Abstract
Self-consciousness can be considered as the internal disposition to direct attention to oneself. This dispositional tendency can be focused on private aspects of the self, but also on public characteristics of the individual. We examine self-consciousness in online consumer behavior. This concept has been poorly investigated in consumer research. The main objective of this paper is to analyze the influence of the dimensions of self-consciousness in consumer adoption of online shopping. This study is based on a sample of 725 Spanish undergraduates. Findings indicated that public self-consciousness is a significant predictor of the adoption of online shopping, and inversely affects perceived ease of use and usefulness. These results may have important implications in the segmentation of users of self-service technologies.
Highlights
The internet has been a relevant distribution channel and promotion tool for organizations for several years
As Arce-Urriza and Cebollada-Calvo [1] indicate, online shopping sales are still low compared to offline sales, their growth rates are much higher, which suggests that the proportion of online sales will be even higher in the future
This paper focuses on the study of self-consciousness and its influence on the adoption of online shopping
Summary
The internet has been a relevant distribution channel and promotion tool for organizations for several years. This paper focuses on the study of self-consciousness and its influence on the adoption of online shopping. The self-consciousness of the person discusses the predisposition or willingness to direct one’s attention inside or outside of oneself. Fierro [2] points out that this concept is one of the integral phenomena of the “self” system. As Jiménez [3] explains, the philosophical, anthropological and psychological fields show the importance of this self-ownership, that is, reflexivity: the ability to use oneself as an object of attention. There is a dichotomy regarding objects of conscious attention, so that the attention of the person considered, at any time, is absolutely directed to give importance to an internal point of view of oneself, or to external events of the subject, without the possibility of attention being focused on both aspects at the same time
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