Asia pacific journal of information systems

  • 제30권3호
  • /
  • Pages.532-546
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  • 2020
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  • 2288-5404(pISSN)
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  • 2288-6818(eISSN)
한국경영정보학회 (The Korea Society of Management Information Systems)
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Online Young Consumer Shopping Self-Efficacy: An Indian Exploration

  • 투고 : 2019.12.06
  • 심사 : 2020.04.22
  • 발행 : 2020.09.30
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초록

The current study examined the Indian young consumer online shopping self-efficacy in an integrated model. Authors tested the study model (antecedents and consequences of online shopping involvement) with the help of 225 sample data by using first order structural equation modeling. Online shopping enjoyment was found most important predictor of online shopping involvement followed by online accessibility. Further, the impact of online shopping involvement on online shopping self-efficacy was quite high in comparison to online technical self-efficacy. We strongly recommend that the marketers must use internet strategically in establishing dialogue between seller and online shoppers.

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참고문헌

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