Abstract
This study aims to discuss the relationship among web equity, internet anxiety and consumer’s coping behaviour. The study surveyed and collected the responses of 204 university consumers with internet usage experience from their role playing in scenario situations. The results indicated that web equity has a negative significant influence on consumer’s internet anxiety as expected by the study. Further, the results showed that different degree of internet anxiety significantly contributes to the use of active coping, expressive support seeking and avoidance. As compared to consumers with high levels of internet anxiety, consumers with low levels of internet anxiety tend to adopt active coping or expressive support seeking. Finally, consumers with high levels of internet anxiety are found to have greater tendency in applying avoidance than those with low levels of internet anxiety.
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