Personal values’ influence on e‐shopping attitude and behaviour
- 1 April 2004
- journal article
- research article
- Published by Emerald in Internet Research
- Vol. 14 (2), 127-138
- https://doi.org/10.1108/10662240410530844
Abstract
A value‐attitude‐behaviour model was applied to investigate the roles of personal values in e‐shopping consumer behaviour. Structural equation modelling identified that personal values (self‐direction values, enjoyment values and self‐achievement values) were significantly related to positive attitudes toward e‐shopping. Individual attitudes toward e‐shopping were a direct predicator of e‐shopping behaviour and mediated the relationship between personal values and behaviour. This hierarchical relationship among personal values, attitudes and behaviour may be exploited by e‐tailers to position e‐shops and provide a persuasive means for e‐shoppers to satisfy their needs.Keywords
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