Journal article
The joint moderating role of trust propensity and gender on consumers’ online shopping behavior
Computers in human behavior, Vol.43, pp.272-283
02/2015
DOI: 10.1016/j.chb.2014.10.020
Abstract
•Trust propensity moderates the relationship between perceived risk and overall satisfaction.•Gender moderates the relationship between consumers’ perceived benefit and re-purchase intention.•Gender and trust propensity have interactive moderating effects on consumers’ perceived benefit to re-purchase intention.•Male consumers with high trust propensity belief are the most benefit oriented consumer group.
We built a research model based on a benefit–risk paradigm, and tested the moderating effects of trust propensity and gender in relationship to the impacts of perceived benefits and risks on user online behavior. Results showed that gender moderated the impact of perceived benefit on one’s intention to purchase. Trust propensity was found to moderate the relationship between perceived risk and overall satisfaction. In addition, we found that the interaction of trust propensity and gender played a significant joint moderating role in affecting the impact of perceived benefit on intention to purchase. Men with high trust propensity belief are the most benefit oriented consumer group. Implications for both research and practice are discussed.
Details
- Title: Subtitle
- The joint moderating role of trust propensity and gender on consumers’ online shopping behavior
- Creators
- Yue Chen - School of Management, Harbin Institute of Technology, Harbin, ChinaXiangbin Yan - School of Management, Harbin Institute of Technology, Harbin, ChinaWeiguo Fan - Pamplin College of Business, Virginia Tech, Blacksburg, USAMichael Gordon - Ross School of Business, University of Michigan, Ann Arbor, USA
- Resource Type
- Journal article
- Publication Details
- Computers in human behavior, Vol.43, pp.272-283
- Publisher
- Elsevier Ltd
- DOI
- 10.1016/j.chb.2014.10.020
- ISSN
- 0747-5632
- eISSN
- 1873-7692
- Grant note
- name: National Natural Science Foundation of PRC, award: 71171067, 71328103
- Language
- English
- Date published
- 02/2015
- Academic Unit
- Business Analytics
- Record Identifier
- 9984083211202771
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