ONLINE SHOPPING ORIENTATION AND PURCHASE BEHAVIOR FOR HIGH-TOUCH PRODUCTS

Abstract

The development of e-Commence means that many customers are familiar with this channel. While retailers have used the online channel to increase sales some items, such as socks, are less frequently purchased this way. In this study we examine the relationship between shopping orientation and online shopping behavior in the context of sock purchase. We sample 307 online shoppers. We examine whether shopping orientation affects the behavior to purchase socks online. Our analysis also considers whether the relationship between shopping orientation and purchase behavior differs according to sock types (i.e. general or specific). Recreation orientation positively, and price negatively relates to purchase behavior. Gender and sock types affect the relationship between consumer shopping orientation and purchase behavior. Males have a higher convenience orientation than females. Customers who purchase specific socks online are recreationally oriented and not concerned about price. The results indicate that when people experience more enjoyment shopping, they are more likely purchase socks online. Making online shopping interactive increases customers’ recreational value and purchase behaviors.

To cite this document: Nai-Hua Chen and Ya-Wen Hung, "Online shopping orientation and purchase behavior for high-touch products", International Journal of Electronic Commerce Studies, Vol.6, No.2, pp.187-202, 2015.

Permanent link to this document:
http://dx.doi.org/10.7903/ijecs.1401