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http://dx.doi.org/10.5850/JKSCT.2008.32.6.890

Online Purchase Intentions for Product Categories -The Functions of Internet Motivations and Online Buying Tendencies-  

Kim, Eun-Young (Dept. of Fashion Design Information, Chungbuk National University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.32, no.6, 2008 , pp. 890-901 More about this Journal
Abstract
This study explores an initial framework for online product categorization by examining the relationships among Internet motivations, buying tendencies, and online purchase intentions for product categories. A total of 217 usable questionnaires were obtained from respondents in a southwestern state in the United States. A path model using a correlation matrix with maximum likelihood was estimated using LISREL 8.53. Findings indicated that Internet motivations consisted of four factors: Diversion, Economic, Information, and Social motivations. In addition, online products were classified into three categories based on purchase intentions: Sensory, Cognitive, and Search products. Estimated path model showed that diversion and economic motivations affected impulse buying tendency, whereas economic, information and social motivations influenced planned buying tendency in the online context. Also, the buying tendencies were significantly related to online purchase intentions for the product categories. Purchase intentions for sensory products were more strongly affected by impulse buying tendency, whereas purchase intentions for cognitive and search products were more strongly affected by planned buying tendency. Theoretical and managerial implications were discussed for devising an appropriate e-market strategy for specific product categories.
Keywords
Buying tendencies; Internet motivation; Online purchase intentions; Product category;
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