Effects of Consumer Characteristics on their Acceptance of Online Shopping: A Survey in Faculty of Management, University of Tehran

Abstract

Previous electronic commerce (EC) studies have found that<br />consumer characteristics are important when considering issues related to<br />the acceptance of online shopping. However, most studies have focused<br />on a single product or similar products. The effects of different product<br />types have been relatively neglected. To overcome this limitation, the<br />purpose of this study was to explore the effects of different product types.<br />The Internet product and service classification grid proposed by Peterson,<br />was employed to examine the effects of consumer characteristic<br />differences on online shopping acceptance in the context of different<br />products and services. A survey-based approach was employed to<br />investigate the research questions. Regression analysis demonstrated that<br />the determinants of online shopping acceptance differ among product or<br />service types. Additionally, personal innovativeness of information<br />technology (PIIT), perceived Web security, personal privacy concerns,<br />and product involvement can influence consumer acceptance of online<br />shopping, but their influence varies according to product types.