Understanding consumer online shopping behaviour from the perspective of transaction costs

H5.
A customer’s satisfaction with an online store is positively related his/her loyalty towards the 
online store. 
H6.
A customer’s satisfaction with an online store partially mediates the effect of his/her 
perception of TCs on loyalty towards the online store. 
 
Hypotheses about Moderators 
H7a.
A customer’s risk-bearing propensity moderates the relationship between his/her perception 
of TCs associated with purchasing from an online store and his/her online purchase behaviour from 
the online store. 
 
 
H7b.
A customer’s risk-bearing propensity moderates the relationship between his/her perception 
of TCs associated with purchasing from an online store and his/her loyalty towards the online store.
H8a.
A customer’s perceived enjoyment of online shopping moderates the relationship between 
his/her perception of TCs associated with purchasing from an online store and his/her online 
purchase behaviour from the online store. 
H8b.
A customer’s perceived enjoyment of online shopping moderates the relationship between 
his/her perception of TCs associated with purchasing from an online store and his/her loyalty 
towards the online store. 
Hypotheses about Product Comparison 
H9a.
The effects of antecedent factors on a customer’s perceived TCs associated with purchasing 
from an online store are different between experience products and search products. 
H9b.
The effects of a customer’s perceived TCs associated with purchasing from an online store on 
his/her behavioural consequences are different between experience products and search products. 

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CHATER 4: METHODOGLY 
 
4.1 CHAPTER OVERVIEW 
 
This chapter presents the major aspects of the research methodology utilized to undertake this 
study. The chapter begins with a discussion of research methods. The second section depicts 
the sample used in this study. Then, data collection and the process of questionnaire 
development are delineated in sections three and four, respectively. Instrument development 
is detailed in the fifth section. The sixth section presents the instrument’s validity and 
reliability, followed by discussion on common method variance. Then, the data analysis 
technique employed for testing the research hypotheses - structural equation modelling - is 
described and discussed with reference to any specific issues that need to be understood for 
the sound application of this technique and the interpretation of the results. The chapter 
concludes with a summary.