An Empirical Study on the Effects of Consumer Characteristics on their Acceptance of Online Shopping in the context of Different Product or Service Types

제품유형에 따른 고객의 온라인 쇼핑몰 수용 정도에 관한 실증적 연구

Most previous electronic commerce studies have focused on a single product or similar products. The effects of different product types have been relatively neglected. and so previous studies have limited the generalization. The purpose of this study was to explore the effects of different product types. The Internet product and service classification grid proposed by Peterson et al.(1997). A survey-based approach was employed to investigate the research questions. Regression analysis demonstrated that the determinants of online shopping acceptance differ among product or service types. As a result of analysis, personal innovativeness of information technology, perceived Web security, personal privacy concerns, and product involvement can influence consumer acceptance of online shopping, but their influence varies according to product or service types.