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Descripción
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| The profile of the average e-shopper has been changing as Internet increases its presence as a source of revenue for businesses across the globe. Thus, although the average e-shopper from the origins of e-commerce corresponded to that of a middle-aged male with high income and high educational level, it is now more difficult to define such a precise average profile, as the socio-demographic characteristics of online shoppers are now more heterogeneous. Because of this, the study of the influence of gender and age in e-shoppers? behavior is a topic of increasing interest; nevertheless, this interest does not seem to include the study of the influence of other socio-demographic segmentation variables, such as income level, a topic where the scarcity of research is alarming. This research investigates the moderating role of income level in e-shopping behavior, by proposing a model based on UTAUT2 and considering the influence of seven antecedents of purchase intention and purchase behavior, and validates the proposed model with an empirical study of 817 Spanish e-shoppers, divided into four ranges of income level. In order to assess the role of income level in e-shopper behavior the PLS analysis of the resulting structural models was followed by a multigroup comparison using four different methods. The findings from the data analysis showed that there are significant differences in e-shopping behavior which are contingent on income level, and concluded that there are mainly three type of online shopping behaviors associated to higher, intermediate and lower incomes. | |
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Internacional
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Si |
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Nombre congreso
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3rd Global Innovation and Knowledge Academy (GIKA 2014) |
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Tipo de participación
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960 |
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Lugar del congreso
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Valencia |
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Revisores
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Si |
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ISBN o ISSN
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978-84-695-9949-5 |
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DOI
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Fecha inicio congreso
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07/07/2014 |
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Fecha fin congreso
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09/07/2014 |
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Desde la página
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1 |
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Hasta la página
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15 |
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Título de las actas
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Proceedings of the 3rd Global Innovation and Knowledge Academy (GIKA 2014) |