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A Model of Consumer Behaviors in Electronic Commerce: Trust, Information Search, and Internet Shopping
Unformatted Document Text:  14 Measures The variables included in the present analysis can be categorized into four groups: (a) a final criterion variable predicted by other variables in the model, Internet shopping, (b) antecedent endogenous variables predicted by exogenous variables or other antecedent endogenous variables and predicting final endogenous variables, trust in electronic commerce and information searches on the Internet, (c) exogenous variables, trust in business, Internet skill, time spent on the Internet, consumers’ innovativeness, and impulsiveness, and (d) control variables, four demographics. A final criterion variable. Internet shopping was measured by 10 items asking how often during the past 12 months respondents had engaged in purchasing several types of products or services-book, clothing, music, videos or DVD’s, travel tickets, flowers, computer equipments, home furnishings, home electronics, and groceries-on the Internet. An additive index was created by summing the scores from these measures (M = 13.58, SD = 5.27, Cronbach’s α = .80). As can be seen in Figure 1, among Internet users, there are differences in online shopping activities. For online shoppers, books, clothes, and music are among the more popular products, while grocery, home furnishings, and home electronics are among the less popular products. Antecedent endogenous variables. Our final analyses included two variables – trust in elect commerce and information search on the Internet - as antecedent endogenous variables. Trust in electronic commerce was measured as an additive index of two items (M = 8.23, SD = 2.56, r = .47), tapping how much respondents are concerned about providing their personal information on the Internet. Each item was measured on a 6-point scale from I definitely

Authors: Keum, Heejo. and Cho, Jaeho.
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14
Measures
The variables included in the present analysis can be categorized into four groups: (a) a
final criterion variable predicted by other variables in the model, Internet shopping, (b)
antecedent endogenous variables predicted by exogenous variables or other antecedent
endogenous variables and predicting final endogenous variables, trust in electronic commerce
and information searches on the Internet, (c) exogenous variables, trust in business, Internet
skill, time spent on the Internet, consumers’ innovativeness, and impulsiveness, and (d) control
variables, four demographics.
A final criterion variable. Internet shopping was measured by 10 items asking how
often during the past 12 months respondents had engaged in purchasing several types of
products or services-book, clothing, music, videos or DVD’s, travel tickets, flowers, computer
equipments, home furnishings, home electronics, and groceries-on the Internet. An additive
index was created by summing the scores from these measures (M = 13.58, SD = 5.27,
Cronbach’s
α
= .80). As can be seen in Figure 1, among Internet users, there are differences in
online shopping activities. For online shoppers, books, clothes, and music are among the more
popular products, while grocery, home furnishings, and home electronics are among the less
popular products.
Antecedent endogenous variables.
Our final analyses included two variables – trust in
elect commerce and information search on the Internet - as antecedent endogenous variables.
Trust in electronic commerce was measured as an additive index of two items (M = 8.23, SD =
2.56, r = .47), tapping how much respondents are concerned about providing their personal
information on the Internet. Each item was measured on a 6-point scale from I definitely


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