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ONLINE SHOPPING ORIENTATION AND PURCHASE BEHAVIOR FOR HIGH-TOUCH PRODUCTS

International Journal of Electronic Commerce Studies

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Title ONLINE SHOPPING ORIENTATION AND PURCHASE BEHAVIOR FOR HIGH-TOUCH PRODUCTS
 
Creator Chen, Nai-Hua; Chienkuo Technology University
Hung, Ya-Wen; Chienjuo Technology University
 
Subject Shopping Orientation; Purchase Behavior; Online Shopping
 
Description The development of e-Commence means that many customers are familiar with this channel. While retailers have used the online channel to increase sales some items, such as socks, are less frequently purchased this way. In this study we examine the relationship between shopping orientation and online shopping behavior in the context of sock purchase. We sample 307 online shoppers. We examine whether shopping orientation affects the behavior to purchase socks online. Our analysis also considers whether the relationship between shopping orientation and purchase behavior differs according to sock types (i.e. general or specific). Recreation orientation positively, and price negatively relates to purchase behavior. Gender and sock types affect the relationship between consumer shopping orientation and purchase behavior. Males have a higher convenience orientation than females. Customers who purchase specific socks online are recreationally oriented and not concerned about price. The results indicate that when people experience more enjoyment shopping, they are more likely purchase socks online. Making online shopping interactive increases customers’ recreational value and purchase behaviors.To cite this document: Nai-Hua Chen and Ya-Wen Hung, "Online shopping orientation and purchase behavior for high-touch products", International Journal of Electronic Commerce Studies, Vol.6, No.2, pp.187-202, 2015.Permanent link to this document: http://dx.doi.org/10.7903/ijecs.1401 
 
Publisher Academy of Taiwan Information Systems Research
 
Contributor —
 
Date 2015-04-30
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
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Format application/pdf
 
Identifier http://academic-pub.org/ojs/index.php/ijecs/article/view/1401
 
Source International Journal of Electronic Commerce Studies; Vol 6, No 2 (2015); 187-202
2073-9729
 
Language eng
 
Relation http://academic-pub.org/ojs/index.php/ijecs/article/view/1401/291
 
Rights Copyright (c) 2015 International Journal of Electronic Commerce Studies