Innovativeness and uniqueness as motivations for online shopping tendency and the mediating role of information acquisition
by H. Adityan; K. Harikrishnan; S. Joseph Jeya Anand; B. Saju
International Journal of Business Innovation and Research (IJBIR), Vol. 13, No. 1, 2017

Abstract: Rapid developments in information technology have substantially changed the landscape of consumer shopping behaviour. Consumers' buying opportunities have expanded through an increased accessibility to products and services online with ease and convenience. Call for future research to understand the motives for online purchase behaviour emerges from literature review. Consumer behaviourally insightful model, first of this kind, with psychological traits information acquisition (IA), consumer innovativeness (CIN), consumers' need for uniqueness-creative choice counter-conformity - (CNFU-CCC) dimension and online shopping tendency (OST) was hypothesised and empirically tested for this research. Structural equation modelling (SEM) results indicated that the hypothesised model was consistent with data and the psychological antecedents CIN and CNFU-CCC and consequence OST constructs were having positive relationship with IA. Mediating role of IA has been established. The findings of this study will enable the marketers to evolve strategies to enhance online shopping tendency thereby resulting in enlarged online shopping.

Online publication date: Thu, 23-Mar-2017

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