The Antecedents of E-Commerce Purchase Behaviors

Abstract

The primary focus of online shopping website vendors is to increase consumers' online purchase behaviors. Through perceived privacy protection (PPP) and perceived security protection (PSP), this study identifies the antecedents of e-commerce purchase behaviors to investigate the factors that influence consumers' online purchases. In addition, we included ability, benevolence, and integrity in the trust model to construct a relational model for perceived risk. Using structural equation modeling (SEM) to test 413 valid questionnaires, the results indicated that both PPP and PSP positively influence ability, benevolence, and integrity, respectively. Furthermore, PPP negatively influenced perceived risk. In the trust model, both benevolence and integrity positively influenced purchase through purchase intentions, and perceived risk negatively influenced purchase through purchase intentions. This study developed a model for e-commerce purchase behavior to provide practical suggestions.