An online shopping behavior model integrating personality traits, perceived risk, and technology acceptance

• Wann-Yih Wu

  National Cheng Kung University

• Ching-Ching Ke

  National Cheng Kung University and Kao Yuan University

The popularity of electronic commerce is growing rapidly. However, previous studies regarding shopping online are rather fragmented in nature, and do not integrate their work into a comprehensive research framework to consider simultaneously the issues of motivation, risk, and trust. We conducted a meta-analysis to integrate the findings of previous researchers and to provide a more complete framework of online shopping behavior, based on the models of personality traits, perceived risk, and technology acceptance. We investigated the mediating effects of attitude and trust, and the direct and indirect effects on the 3 models showed different outcomes. Structural equation modeling was used to establish the relationships among the influential factors of personality traits, perceived risk, and technology acceptance with regard to online shopping intention.

1. Wann-Yih Wu, National Cheng Kung University
   Department of Business Administration
2. Ching-Ching Ke, National Cheng Kung University and Kao Yuan University
   Department of Business Administration, and Department of Information Communication

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