Understanding consumer online shopping behaviour from the perspective of transaction costs

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6.2.3 The Mediating Role of Customer Satisfaction
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6.2.4 The Moderating Roles of Risk-Bearing Propensity and Perceived 
Enjoyment
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6.2.5 Product Category Comparison
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6.3 IMPLICATIONS
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6.3.1 Theoretical Implications
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6.3.2 Practical Implications
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6.4 LIMITATIONS
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6.5 RECOMMENDATIONS FOR FUTURE STUDY
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6.6 OVERALL CONCLUSIONS
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REFERENCES
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APPENDICES
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APPENDIX A Summary of the Findings of the Consumer Characteristics on 
Online Shopping Adoption
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APPENDIX B Summary of the Findings of the Online Vendor and Product 
Characteristics on Online Shopping Adoption
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APPENDIX C Summary of the Findings of the Perceived Online Channel 
Characteristics on Online Shopping Adoption
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APPENDIX D The Mean, Stand Deviations, Skewness and Kurtosis of All 
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