e-Purchase Intention of Taiwanese Consumers: Sustainable Mediation of Perceived Usefulness and Perceived Ease of Use

Massoud Moslehpour (), Pham Van Kien, Wing-Keung Wong and İsmail Bilgiçli
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Pham Van Kien: International Economic Faculty, Banking University of Ho Chi Minh City, Ho Chi Minh 84, Vietnam
İsmail Bilgiçli: Tourism and Hotel Management, Sakarya Üniversitesi Esentepe Kampüsü, Serdivan/Sakarya 54050, Turkey

Sustainability, 2018, vol. 10, issue 1, 1-17

Abstract: This study proposes a new model by partially combining personality traits (PT) and Technology Acceptance Model (TAM) attributes to examine the influences of personality characteristics (conscientiousness, openness) and perception of technology (perceived usefulness, perceives ease of use) on e-purchase intention. We use truncate sampling technique and survey questionnaire to target the sample of Taiwanese online consumers and collect data. We find that consciousness (CON) (personality attribute) significantly influences perceived usefulness (PU) (technology perception attributes), perceived ease of use (PEOU) (technology perception attributes) and openness to experience (OPE) (personality attribute). PU, PEOU and OPE have significant impacts on e-purchase intention (INT). PEOU has the strongest positive impact on (INT). In addition, PU, PEOU and OPE combined together mediate the relationship between CON and INT. Further post hoc analysis of the mediation shows that both PU and PEOU are sustainable mediators. However, OPE is not a significant mediator.

Keywords: conscientiousness; openness to experience; perceived ease of use; perceived usefulness; online purchase intention (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (29)

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