E-Consumers' Attitude and Behaviour in the Online Commodities Market

George N. Lodorfos, Tom A. Trosterud, Chris Whitworth
2006 Innovative Marketing  
This paper investigates the factors determining e-consumers re-purchasing behaviour in the ebusiness to consumer market. The Theory of Planned Behaviour (TPB) is used as a theoretical framework to interpret consumers' behaviour in the online environment and to study the antecedents of e-purchasing decisions. This study adopted a quantitative methodological approach within the context of the online CD, Books, music, magazines and DVDs purchasing industry, surveying 211 consumers with prior
more » ... rs with prior purchasing experience in this range of products. The questionnaires were designed using local focus groups from a similar population to identify the most salient beliefs influencing consumers' attitude towards e-purchasing. Notably, these beliefs were found to be 'trust', 'security' and 'convenience'. The survey's results (n=211), revealed that consumers' attitude towards past e-purchases had significant impact on their intent to re-purchase and that the consumers' experience with an e-brand significantly affected their beliefs regarding the importance of trust, security and convenience in the online environment.
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