IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v10y2018i1p234-d127383.html
   My bibliography  Save this article

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

Author

Listed:
  • Massoud Moslehpour

    (Department of Business Administration, Asia University, Taichung 41354, Taiwan)

  • Van Kien Pham

    (International Economic Faculty, Banking University of Ho Chi Minh City, Ho Chi Minh 84, Vietnam)

  • Wing-Keung Wong

    (Department of Finance, Fintech Center, and Big Data Research Center, Asia University, Taichung 41354, Taiwan
    Department of Economics and Finance, Hang Seng Management College, Shatin 999077, Hong Kong, China
    Department of Economics, Lingnan University, Tuen Mun 999077, Hong Kong, China)

  • İsmail Bilgiçli

    (Tourism and Hotel Management, Sakarya Üniversitesi Esentepe Kampüsü, Serdivan/Sakarya 54050, Turkey)

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.

Suggested Citation

  • Massoud Moslehpour & Van Kien Pham & Wing-Keung Wong & İsmail Bilgiçli, 2018. "e-Purchase Intention of Taiwanese Consumers: Sustainable Mediation of Perceived Usefulness and Perceived Ease of Use," Sustainability, MDPI, vol. 10(1), pages 1-17, January.
    • Handle: RePEc:gam:jsusta:v:10:y:2018:i:1:p:234-:d:127383
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/10/1/234/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/10/1/234/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Chen, Ying-Hueih & Hsu, I-Chieh & Lin, Chia-Chen, 2010. "Website attributes that increase consumer purchase intention: A conjoint analysis," Journal of Business Research, Elsevier, vol. 63(9-10), pages 1007-1014, September.
    2. Wing-Keung Wong & Sheung-Chi Chow & Tai-Yuen Hon & Kai-Yin Woo, 2018. "Empirical study on conservative and representative heuristics of Hong Kong small investors adopting momentum and contrarian trading strategies," International Journal of Revenue Management, Inderscience Enterprises Ltd, vol. 10(2), pages 146-167.
    3. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    4. Xiaoyong Wei & Sojin Jung, 2017. "Understanding Chinese Consumers’ Intention to Purchase Sustainable Fashion Products: The Moderating Role of Face-Saving Orientation," Sustainability, MDPI, vol. 9(9), pages 1-15, September.
    5. Garbarino, Ellen & Strahilevitz, Michal, 2004. "Gender differences in the perceived risk of buying online and the effects of receiving a site recommendation," Journal of Business Research, Elsevier, vol. 57(7), pages 768-775, July.
    6. Bernadette Szajna, 1996. "Empirical Evaluation of the Revised Technology Acceptance Model," Management Science, INFORMS, vol. 42(1), pages 85-92, January.
    7. Jae Kyu Myung & Yoon Hyuk Choi & Jong Dae Kim, 2017. "Effects of CEOs’ Negative Traits on Corporate Social Responsibility," Sustainability, MDPI, vol. 9(4), pages 1-21, April.
    8. Chen, James K.C. & Batchuluun, Amrita & Batnasan, Javkhuu, 2015. "Services innovation impact to customer satisfaction and customer value enhancement in airport," Technology in Society, Elsevier, vol. 43(C), pages 219-230.
    9. Jacky Chin & Shu-Chiang Lin, 2016. "A Behavioral Model of Managerial Perspectives Regarding Technology Acceptance in Building Energy Management Systems," Sustainability, MDPI, vol. 8(7), pages 1-13, July.
    10. Sarv Devaraj & Robert F. Easley & J. Michael Crant, 2008. "Research Note ---How Does Personality Matter? Relating the Five-Factor Model to Technology Acceptance and Use," Information Systems Research, INFORMS, vol. 19(1), pages 93-105, March.
    11. Bhatnagar, Amit & Ghose, Sanjoy, 2004. "A latent class segmentation analysis of e-shoppers," Journal of Business Research, Elsevier, vol. 57(7), pages 758-767, July.
    12. Liao, Ziqi & Shi, Xinping & Wong, Wing-Keung, 2014. "Key determinants of sustainable smartcard payment," Journal of Retailing and Consumer Services, Elsevier, vol. 21(3), pages 306-313.
    13. Thomas P. Novak & Donna L. Hoffman & Yiu-Fai Yung, 2000. "Measuring the Customer Experience in Online Environments: A Structural Modeling Approach," Marketing Science, INFORMS, vol. 19(1), pages 22-42, May.
    14. Yongrok Choi & Jingwen Jin, 2015. "Is the Web Marketing Mix Sustainable in China? The Mediation Effect of Dynamic Trust," Sustainability, MDPI, vol. 7(10), pages 1-21, October.
    15. Massoud Moslehpour & Wing-Keung Wong & Yi Hsin Lin & Thi Huyen Nguyen, 2018. "Top purchase intention priorities of Vietnamese low cost carrier passengers: expectations and satisfaction," Eurasian Business Review, Springer;Eurasia Business and Economics Society, vol. 8(4), pages 371-389, December.
    16. Bruner, Gordon II & Kumar, Anand, 2005. "Explaining consumer acceptance of handheld Internet devices," Journal of Business Research, Elsevier, vol. 58(5), pages 553-558, May.
    17. Bosnjak, Michael & Galesic, Mirta & Tuten, Tracy, 2007. "Personality determinants of online shopping: Explaining online purchase intentions using a hierarchical approach," Journal of Business Research, Elsevier, vol. 60(6), pages 597-605, June.
    18. Z Liao & W K Wong, 2008. "The determinants of customer interactions with internet-enabled e-banking services," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 59(9), pages 1201-1210, September.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Gao, Tao (Tony) & Rohm, Andrew J. & Sultan, Fareena & Pagani, Margherita, 2013. "Consumers un-tethered: A three-market empirical study of consumers' mobile marketing acceptance," Journal of Business Research, Elsevier, vol. 66(12), pages 2536-2544.
    2. Nguyen Huu Hau & Tran Trung Tinh & Hoa Anh Tuong & Wing-Keung Wong, 2020. "Review of Matrix Theory with Applications in Education and Decision Sciences," Advances in Decision Sciences, Asia University, Taiwan, vol. 24(1), pages 28-69, March.
    3. Wann-Yih Wu & Phan Thi Phu Quyen & Adriana A. Amaya Rivas, 2017. "How e-servicescapes affect customer online shopping intention: the moderating effects of gender and online purchasing experience," Information Systems and e-Business Management, Springer, vol. 15(3), pages 689-715, August.
    4. Chia-Lin Chang & Michael McAleer & Wing-Keung Wong, 2018. "Big Data, Computational Science, Economics, Finance, Marketing, Management, and Psychology: Connections," JRFM, MDPI, vol. 11(1), pages 1-29, March.
    5. Suhail Ahmad Bhat & Mushtaq Ahmad Darzi, 2019. "Exploring the Influence of Consumer Demographics on Online Purchase Benefits," FIIB Business Review, , vol. 8(4), pages 303-316, December.
    6. Arijit Bhattacharya & Manjari Srivastava, 2020. "A Framework of Online Customer Experience: An Indian Perspective," Global Business Review, International Management Institute, vol. 21(3), pages 800-817, June.
    7. Avornyo, Philip & Fang, Jiaming & Antwi, Collins Opoku & Aboagye, Michael Osei & Boadi, Evans Asante, 2019. "Are customers still with us? The influence of optimum stimulation level and IT-specific traits on mobile banking discontinuous usage intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 348-360.
    8. Roberto P. Q. Falcao & J. B. Ferreira & Murilo Carrazedo Marques da Costa Filho, 2019. "The influence of ubiquitous connectivity, trust, personality and generational effects on mobile tourism purchases," Information Technology & Tourism, Springer, vol. 21(4), pages 483-514, December.
    9. Chia-Lin Chang & Michael McAleer & Wing-Keung Wong, 2018. "Decision Sciences, Economics, Finance, Business, Computing, and Big Data: Connections," Tinbergen Institute Discussion Papers 18-024/III, Tinbergen Institute.
    10. Tran Thai Ha Nguyen & Massoud Moslehpour & Thi Thuy Van Vo & Wing-Keung Wong, 2020. "State Ownership and Risk-Taking Behavior: An Empirical Approach to Get Better Profitability, Investment, and Trading Strategies for Listed Corporates in Vietnam," Economies, MDPI, vol. 8(2), pages 1-21, June.
    11. Chia-Lin Chang & Michael McAleer & Wing-Keung Wong, 2018. "Decision Sciences, Economics, Finance, Business, Computing, And Big Data: Connections," Advances in Decision Sciences, Asia University, Taiwan, vol. 22(1), pages 36-94, December.
    12. Nedra, Bahri-Ammari & Hadhri, Walid & Mezrani, Mariem, 2019. "Determinants of customers' intentions to use hedonic networks: The case of Instagram," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 21-32.
    13. Christophe Bezes, 2011. "Types de risques perçus et réducteurs de risques dans le commerce électronique : le cas du site Fnac.com," Post-Print hal-02086726, HAL.
    14. Muhammad Rizwan & Hamna Sultan & Sadia Parveen & Shumaila Nawaz & Samreen Sattar & Maryam Sana, 2013. "Determinants of Online Shopping and Moderating Role of Innovativeness and Perceived Risk," Asian Journal of Empirical Research, Asian Economic and Social Society, vol. 3(2), pages 142-159, February.
    15. Laukkanen, Tommi, 2016. "Consumer adoption versus rejection decisions in seemingly similar service innovations: The case of the Internet and mobile banking," Journal of Business Research, Elsevier, vol. 69(7), pages 2432-2439.
    16. Doris Morales-Solana & Irene Esteban-Millat & Alejandro Alegret Cotas, 2022. "Experiences in consumer flow in online supermarkets," Electronic Commerce Research, Springer, vol. 22(4), pages 1195-1226, December.
    17. Barta, Sergio & Flavián, Carlos & Gurrea, Raquel, 2021. "Managing consumer experience and online flow: Differences in handheld devices vs PCs," Technology in Society, Elsevier, vol. 64(C).
    18. Marios Koufaris, 2002. "Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior," Information Systems Research, INFORMS, vol. 13(2), pages 205-223, June.
    19. Lu, Qiang (Steven) & Pattnaik, Chinmay & Xiao, Junji & Voola, Ranjit, 2018. "Cross-national variation in consumers' retail channel selection in a multichannel environment: Evidence from Asia-Pacific countries," Journal of Business Research, Elsevier, vol. 86(C), pages 321-332.
    20. Yuan Li & Jiaqi Liang & Jingxiong Huang & Mengsheng Yang & Runyan Li & Huanxia Bai, 2022. "Would You Accept Virtual Tourism? The Impact of COVID-19 Risk Perception on Technology Acceptance from a Comparative Perspective," Sustainability, MDPI, vol. 14(19), pages 1-22, October.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:10:y:2018:i:1:p:234-:d:127383. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.