A Model on the Online Buying Intention with Consumer Characteristics and Product Type

Cheol Park, Assistant Professor of E-Marketing, Department of Management Information Systems, Korea University, Jochiwon, Chungnam, 339-700, South Korea, Email: cpark@korea.ac.kr

Keywords

Internet marketing, online consumer behavior, e-retailer, shopping orientation, trust, search goods, product interest, product type, Korea, electronic commerce.

Abstract

The cyberspace through the Internet forms an enormous world marketspace. The B2C (Business to Consumer) electronic commerce has grown rapidly and its market size was $ 1.98 billion  in 2001. This study attempt to develop a model of online buying intention and test the model empirically. Through an online survey, 500 samples of Internet users were completed.  Regression was used to estimate the unique effect of product interest, product type, shopping orientations (entertainment, experiential, and convenience), experience of online buying, and Web-site trust on consumer's online buying intention level.  The regression coefficients for product interest, product type, entertainment shopping orientation, experience of online buying, and Web-site trust are statistically significant. However, the coefficients for experiential and convenience shopping orientation are statistically insignificant. Limitations and further research issues are suggested.