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An Exploratory Study Of Consumer Adoption Of Online Shopping: Mediating Effect Of Online Purchase Intention, Songpol Kulviwat, Ramendra Thakur, Chiquan Guo

Marketing Faculty Publications and Presentations

An exploratory study was conducted to investigate consumer adoption of online purchase using a survey data set. Based upon the theory of innovation and self-efficacy theory, risk aversion, online proficiency, shopping convenience, and product choice variety were proposed to influence consumer intention to shop online, which, in turn, affects online purchases. Results of regression analyses revealed that all but shopping convenience were significant predictors of consumer intention to purchase online. In addition, consumer intention directly determines consumer purchases online. Finally, consumer intention to purchase online mediates the relationship of risk aversion, shopping convenience, and product choice variety to online shopping. …