An Empirical Study of Predicting Hong Kong Consumers’ Online Shopping Intentions: Personal Hygiene Products

The digital technologies that have made electronic commerce (EC) a reality have changed the landscape of operations management (OM). Past OM studies have focused on the relationship between information systems (IS) and OM strategy, however, there is a lack of investigation into the environmental factors and OM strategy in the EC setting. Moreover, little empirical research has been performed outside Europe and the United States. Thus, the authors’ research fills this gap with a view of understanding the potential factors influencing Hong Kong consumers’ online shopping intentions. The authors collected data from Facebook users via a Web-based survey and their research results support the previous literature and behavioral models in that perceived usefulness and perceived convenience and inconvenience are significantly related to consumers’ online shopping intentions. Further, gender difference plays a role in predicting consumers’ attitudes toward the positive features of online shopping, as well as predicting personal innovativeness toward information technology. In the collectivist culture of Hong Kong, the findings show that men are positively associated with the subjective norm. Unlike gender, education can only explain consumers’ perceived usefulness.