Understanding consumer online shopping behaviour from the perspective of transaction costs



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6.2.1.2 Perceived Internet Expertise 
For the link between perceived Internet expertise and TCs of online shopping (H1b), the 
result shows that a customer’s perceived Internet expertise has a significantly negative effect 
on his/her perceived TCs associated with purchasing from an online store (
β
= -.116, p 
< .001). It indicates that the more the Internet expertise obtained by the online shoppers, the 
lower will be their perception of the TCs for purchasing products/services online. Internet 
expertise is connected with human asset specificity which refers to the investment in time and 
effort to accumulate online shopping experience. The majority of consumers in China lack 
relevant Internet skills and knowledge. The finding is consistent with TCT (Williamson 1979) 
which dictates that TCs increase with a rise in the human asset specificity. The finding also 
coheres with Forsythe and Shi (2003) who propose that Internet expertise will cause a 
positive reception to the idea of online transaction, thus significantly lowing TCs, such as 
learning cost, searching cost and adaptation cost, and subsequently facilitating the 
development of website trust.
As noted by Chen et al. (2007), although many online stores have developed user-friendly 
websites, consumers still have to expend much time learning to buy online. Moreover, O'Cass 
and Fenech (2003) contend that Internet skills are invariably a necessary component for use 
of the Internet for purchasing products. With high expertise in the use of the Internet, 


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consumers feel more confident to use the Internet for online purchasing. They would have a 
belief in their capability to search for products online, evaluate products, make payment and 
adapt to the changing online environments, etc. Accordingly, the corresponding costs of 
learning to shop online, search for products, evaluate products/services quality, order, 
complete payment and adapt to online shopping environments will be mitigated.
6.2.1.3 Online Buying Frequency 
As expected, online buying frequency (H1c) represents a significant predictor of TCs. It 
negatively influences the perception of TCs (
β
= -.228, p < .001), which implies that online 
shoppers will sense less TCs with the increase of frequency of online purchase. The result is 
theoretically consistent with past findings (Williamson 1981b, Choudhury
 et al.
1998, Teo 
and Yu 2005, Kim and Li 2009b, Yen
 et al.
2013).
For example, Williamson (1985) suggests that there is a negative relationship between 
transaction frequency and TCs. Yen et al. (2013) explicate that the interaction frequency 
between bidder and seller is negatively associated with the bidder’s TCs. One explanation is 
the learning effect in the buying process. Consumers get used to the online transaction 
process once they have experience buying online (Teo and Yu 2005). They become familiar 
with the structure of the site, site aesthetics, navigation style, information content and 
product/price comparison features, etc., after the first few transactions. When they shop at the 
store again, they will be able to quickly locate the information they look for, use the live chat 
system on the web to contact the vendor if they have any inquires about product and delivery, 
and finish the payment without any technical difficulty. The learning process largely reduces 
their perceived TCs (Teo and Yu 2005), such as search cost, evaluation cost and payment 
cost associated with online buying.


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Moreover, repurchasing from the online store generally means that consumers are satisfied 
with the previously purchased products or services provided by the online vendor. When 
shopping next time, they probably will spend less time in checking the quality of the products 
and the reliability, competence and benevolence of the retailer because they have built trust in 
the vendor and tend to believe that the vendor will provide reliable products, superior 
customer services and the like as promised (Qureshi

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