ONLINE PURCHASE PREFERENCE AND PERSONAL CHARACTERISTICS: A MODERATION APPROACH

10.7903/ijecs.1694

Zhen Li；Avus CY. Hou

Online Purchase Preference ； Personal Characteristics ； Moderation Approach ； Moderating Effect

International Journal of Electronic Commerce Studies

10卷1期（2019 / 06 / 01）

1 - 21

英文

This study posits that personal characteristics affect behavioral outcomes through directly influencing purchase preference and moderating preference effects of other factors. To further clarify this mechanism, we perform a longitudinal survey to investigate the direct effects of personal characteristics on online purchase preference and the moderating effects of these characteristics on the influences of two online purchase goals (saving money and saving time) on purchase outcomes. Customers' personal characteristics in this study mainly include gender, income, age, education, work status, and experience of online shopping. The results show that only age and online experience have direct effects on online purchase preference. By contrast, an important finding suggests that most of those personal characteristics affect purchase outcomes mainly through moderating the preference effects of the two online purchase goals, rather than directly influencing purchase preferences. Management implications and future research directions are also presented at the end of the paper.

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