Moderating effect of price perception on factors affecting attitude towards online shopping

Subhro Sarkar () and Arpita Khare ()
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Subhro Sarkar: Indian Institute of Management Rohtak
Arpita Khare: Indian Institute of Management Rohtak

Journal of Marketing Analytics, 2017, vol. 5, issue 2, No 4, 68-80

Abstract: Abstract The purpose of the present study is to examine the impact of consumers’ personality traits such as value consciousness and coupon proneness on attitude towards online shopping. A self-administered questionnaire was used to collect data from 300 online shoppers. Structural equation modeling was used to analyze the data. χ 2 difference test was used to test the moderating effects. The results indicate that perceived usefulness and perceived risk influenced attitude towards online shopping. Value consciousness and coupon proneness significantly moderate the impact of perceived usefulness and perceived risk on attitude towards online shopping. Consumers having high value consciousness and coupon proneness are likely to be influenced by perceived usefulness and risk towards online shopping. As these consumers are experienced in redeeming coupons and rebates, ease of use does not influence their attitude towards online shopping. The study makes a significant contribution to the literature of online retailing by identifying the role of personality traits on attitude towards online shopping. The present research is one of the few to consider both value consciousness and coupon proneness.

Keywords: Value consciousness; Coupon proneness; Technology acceptance model; Online shopping attitude; India (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (6)

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DOI: 10.1057/s41270-017-0018-2

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