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A Model of Consumer Behaviors in Electronic Commerce: Trust, Information Search, and Internet Shopping
Unformatted Document Text:  15 disagree to I definitely agree. Responses were reverse-coded. An additive index of Internet information search (M = 4.95, SD = 2.68, r = .70) combined two items measuring how often respondents are engaged in seeking information about products and services. Exogenous variables. Our final analyses included two types of exogenous variables- Internet-related characteristics and dispositional consumption orientations. This study focuses on two Internet-related characteristics-the self-confidence in Internet skill and the time spent on the Internet. Self-confidence in Internet skill was measured by an additive index including two items asking how respondents perceive their ability to use computer systems and the Internet (M = 7.33, SD = 2.15, r = .20). A single item asking how much time respondents spend on the Internet was used for the time spent on the Internet measure (M = 2.13, SD = 1.37). Rating were made on 1 6-point scale ranging from “don’t use” to 5+ hours.” Another set of exogenous variables is two types of consumer orientations-innovativeness and impulsiveness. Innovativeness was measured with an additive index containing two indicators, willingness and actual purchase to try new things (M=7.44, SD=2.07, r= .49). An additive index for impulsiveness was created from three indicators tapping unplanned shopping behaviors (M=8.24, SD=3.49, r= .45). Results To test our hypotheses, we employed a path modeling technique since it allows for the simultaneous estimation of all hypothesized direct and indirect effects in a model. In our analysis, the covariance matrix of the variables was used as input. In order to control for potential confounds, we residualized four demographic variables in this analysis. The path model was fit with LISREL 8.3 (Jöreskog & Sörbom). After we had tested some different

Authors: Keum, Heejo. and Cho, Jaeho.
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15
disagree to I definitely agree. Responses were reverse-coded. An additive index of Internet
information search (M = 4.95, SD = 2.68, r = .70) combined two items measuring how often
respondents are engaged in seeking information about products and services.
Exogenous variables. Our final analyses included two types of exogenous variables-
Internet-related characteristics and dispositional consumption orientations. This study focuses
on two Internet-related characteristics-the self-confidence in Internet skill and the time spent on
the Internet. Self-confidence in Internet skill was measured by an additive index including two
items asking how respondents perceive their ability to use computer systems and the Internet (M
= 7.33, SD = 2.15, r = .20). A single item asking how much time respondents spend on the
Internet was used for the time spent on the Internet measure (M = 2.13, SD = 1.37). Rating
were made on 1 6-point scale ranging from “don’t use” to 5+ hours.”
Another set of exogenous variables is two types of consumer orientations-innovativeness
and impulsiveness. Innovativeness was measured with an additive index containing two
indicators, willingness and actual purchase to try new things (M=7.44, SD=2.07, r= .49). An
additive index for impulsiveness was created from three indicators tapping unplanned shopping
behaviors (M=8.24, SD=3.49, r= .45).
Results
To test our hypotheses, we employed a path modeling technique since it allows for the
simultaneous estimation of all hypothesized direct and indirect effects in a model. In our
analysis, the covariance matrix of the variables was used as input. In order to control for
potential confounds, we residualized four demographic variables in this analysis. The path
model was fit with LISREL 8.3 (Jöreskog & Sörbom). After we had tested some different


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