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A Model of Consumer Behaviors in Electronic Commerce: Trust, Information Search, and Internet Shopping
Unformatted Document Text:  18 Respondents who trust in electronic commerce tended to shop much on the Internet ( = .08, p < .001) providing support for hypothesis 6. Even though there was no direct association between perception of Internet skill and online shopping, a moderate indirect link between the two variables emerged (indirect effect of .03, p < .01), mediated by trust in electronic commerce and information search on the Internet providing some support for hypothesis 7-1. As expected, time spent on the Internet showed significant direct and indirect effects through trust in e- commerce and information search on online shopping. Respondents who spend more time on the Internet were more likely to shop online (direct effect: = .15, p < .001, indirect effect: = .03, p < .001). Thus, hypothesis 7-2 was strongly supported. As expected, respondents who actively search information on the Internet displayed significantly higher level of online shopping ( = .08, p < .001). Hypothesis 8 was supported. Between two types of consumer orientations, innovativeness was directly and indirectly through information search linked to Internet shopping providing strong support for hypothesis 9-1. Respondents who rated themselves as innovative consumers displayed significantly higher levels of Internet shopping (direct effect: = .06, p < .01, indirect effect: = .01, p < .01). In contrast, we found that impulsiveness jus had a marginally significant total positive effect on Internet shopping providing partial support for hypothesis 9-2, even though the indirect effect was negative (direct effect: = .05, p < .10, indirect effect: = -.01, p < .10; total effect: = .04).

Authors: Keum, Heejo. and Cho, Jaeho.
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18
Respondents who trust in electronic commerce tended to shop much on the Internet ( =
.08, p < .001) providing support for hypothesis 6. Even though there was no direct association
between perception of Internet skill and online shopping, a moderate indirect link between the
two variables emerged (indirect effect of .03, p < .01), mediated by trust in electronic commerce
and information search on the Internet providing some support for hypothesis 7-1. As expected,
time spent on the Internet showed significant direct and indirect effects through trust in e-
commerce and information search on online shopping. Respondents who spend more time on
the Internet were more likely to shop online (direct effect: = .15, p < .001, indirect effect: =
.03, p < .001). Thus, hypothesis 7-2 was strongly supported.
As expected, respondents who actively search information on the Internet displayed
significantly higher level of online shopping ( = .08, p < .001). Hypothesis 8 was supported.
Between two types of consumer orientations, innovativeness was directly and indirectly
through information search linked to Internet shopping providing strong support for hypothesis
9-1. Respondents who rated themselves as innovative consumers displayed significantly higher
levels of Internet shopping (direct effect: = .06, p < .01, indirect effect: = .01, p < .01). In
contrast, we found that impulsiveness jus had a marginally significant total positive effect on
Internet shopping providing partial support for hypothesis 9-2, even though the indirect effect
was negative (direct effect: = .05, p < .10, indirect effect: = -.01, p < .10; total effect: =
.04).


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