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consumer to purchase from the online store. In other words, as long as the TCs perceived by
the consumer are low enough, online buying will ensue. In this case, the risk-bearing
propensity cannot affect the consumer’s online purchasing behaviour.
For the moderating effect of consumers’ risk-bearing propensity
on the relationship between
TCs and loyalty (H7b), the results show that the TCs
loyalty relationship is significant in
both high- and low-risk-bearing groups with the relationship being significantly greater for
the low-risk-bearing group (
β
= -0.53, p < .001) than for the high-risk-bearing group (
β
=
-0.47, p < .001). The more risk-averse an individual is, the less willing he/she is to bear
uncertainties and risks posed by the online environments. In contrast, the more risk-taking an
individual is, the more willing he/she is to bear the uncertainties and risks the online shopping
poses. Thus, the finding indicates that risk-averse consumers are less likely to be loyal if they
perceive high TCs of purchasing products from the online store.
In contrast, risk-taking
consumers are more likely to be loyal even if they perceive high TCs of purchasing goods
from the online store.
One possible explanation would be that risk-averse consumers tend to keep away from risks
and uncertainties in the online shopping environment when they sense high TCs which arise
from the high levels of uncertainties and risks in the prior experience of online shopping that
exceed their acceptance level. Then they would be more likely to look for alternative online
vendors or simply abandon online shopping and purchase from the traditional stores. As such,
they are not likely to stay loyal towards the online store from which they previously
purchased goods.
On the contrary, risk-takers may realize that there are certain costs and risks
involved in online transactions, but still believe that they can handle these uncertainties
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themselves. Therefore, they would like to take the adventure and conduct the online
transaction with the online store again and find more potential benefits for doing so.
The results of testing the moderating effect of perceived enjoyment of online shopping on the
relationship between TCs and online purchase behaviour (H8a) indicate that the TCs
online purchase behaviour relationship is significant in both high-
and low-enjoyment groups
with the relationship being significantly greater for the low-enjoyment group (
β
= -0.82, p <
0.001) than for the high-enjoyment group (
β
= -0.65, p < 0.001). The finding suggests that
consumers who perceive low enjoyment surrounding online shopping are less likely to
purchase from an online store if they also face high TCs associated with the transaction with
the online store. In contrast, consumers who perceive high enjoyment of online shopping are
more likely to purchase from the online store even if high TCs exist. Previous studies
(Koufaris 2002, Parboteeah
et al.
2009, Domina
et al.
2012) reveal
that shopping enjoyment
can strongly predict consumers’ purchase intention. One plausible explanation is that
consumers oriented by the enjoyment of online shopping would be less concerned about
uncertainties and risks in online transactions and would show higher possibility to purchase
online.
For the moderating effect of perceived enjoyment on the relationship between TCs and
loyalty (H8b), the results demonstrate that the TCs
loyalty relationship is the same among
either low-enjoyment perception or high-enjoyment perception of online buyers although the
relationship is significant in both groups (p < 0.001). The results suggest that the relationship
between TCs and loyalty is not affected by perceived enjoyment.
This finding indicates that
regardless of the degree of enjoyment of online shopping perceived by a consumer, low TCs
perceived by the consumer during the transaction with an online store will make the
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consumer a repeated shopper. In other words, when perceived TCs are so low that consumer
will patronize in future, the perception of enjoyment cannot affect consumers’ loyal
behaviour.
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