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Solving the omnishopperpuzzle : combining personality traits, consumer values and the theory of planned behavior to decrypt low, moderate and high online purchase intention product categories

Rau, T.T. (2017) Solving the omnishopperpuzzle : combining personality traits, consumer values and the theory of planned behavior to decrypt low, moderate and high online purchase intention product categories.

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Abstract:Objective: The objective was the development of an integrated model to find the underlying factors of online purchase intention across a wide array of product categories. In turn, this knowledge should ideally give insights how to help those product categories and industries by providing them with valuable findings, how to enhance their online conversion. Background: Despite the huge amount of scientific studies to investigate the underlying factors of online shopping, an overview across various services, product categories and industries is still missing. Hansen (2004, 2008) tried to shed some light on this issue, but restricted his research on online grocery shopping; still, his model inspired this research. Method: An online survey has been conducted on a sample with 1470 participants, who are representative for the German online population. Due to the high amount of product categories and industries, a clustering by explanatory data analysis was not successful, so a different approach has been chosen: A clustering by high, moderate, and low intention purchase has been done to structure the huge amount of data. The regression analyses have been done with these three intention clusters on the proposed model to shed some light on the differences between the various product categories and industries. The model combines the theory of planned behavior, consumer values, and personality traits (need for closure, maximizers vs. satisficers and the consumer susceptibility to interpersonal influence). Results: The results showed that the relevant factors often relevantly differed between the product categories. Further, the proposed model showed that with increasing purchase intention the explained variance also increased. The most influential and important factor is the attitude of the individual itself, rather than the influence of others or their own personality traits (e.g., need for closure or maximization). Furthermore, the approach to use values to explain the attitude toward online shopping was less promising and so, other determinants have to be tested. Conclusion: The proposed model proved useful, but personality traits had a smaller influence than expected. Nevertheless, for low online purchase intention product categories, the subjective norm and attitude positively influence the intention as well as the need for closure influences it negatively. For moderate online purchase intention products, again, the subjective norm, household income and attitude influence the intention positively, but the consumers’ susceptibility to interpersonal influences and need for closure exerts a negative influence on the intention. Furthermore, for high online purchase intention products, the most important positive factor is the attitude followed by household income, but also the need to maximize a decision, age and gender has a negative influence on the intention.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/72145
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