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http://dx.doi.org/10.14695/KJSOS.2016.19.4.41

Influence of Trust, Uncertainty, Transaction Cost, and Individual's Neuroticism on Continuous Purchase Intentions in the Context of Multi-channels Shopping  

Jeon, Hyeon Gyu (SKK Business School / Creativity Science Research Institute, Sungkyunkwan University)
Lee, Kun Chang (SAIHST (Samsung Advanced Institute of Health Sciences & Technology) / Creativity Science Research Institute / SKK Business School, Sungkyunkwan University)
Publication Information
Science of Emotion and Sensibility / v.19, no.4, 2016 , pp. 41-54 More about this Journal
Abstract
Recently, in the arena of online shopping, the gap between offline channel and online channel tends to be narrowed significantly. Though previous studies also represent this trend, it still remains ambiguous how much offline trust has a significant influence on user's online shopping behaviors. Furthermore, those research issues such as how individual neuroticism, uncertainty, and transaction cost plays an important role in explaining user's online shopping satisfaction and continuance intention. In this sense, this study aims to organize a new research model including offline trust, uncertainty, transaction cost, satisfaction, and continuance intention. Especially, we are interested in investigating how much moderating effects the individual neuroticism possesses for the paths among the rest of constructs. By using 406 valid questionnaires, we found empirically that transaction cost affects user's online shopping continuance intention, but it has no influence on satisfaction. The individual neuroticism has full moderating effects on the paths on the rest of constructs included in the proposed research model.
Keywords
Online Channel; Offline Channel; Uncertainty; Moderating Effects; Individual Neuroticism; Continuance Intention;
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