Understanding consumer online shopping behaviour from the perspective of transaction costs

 
 
 

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281
Table 5.30 Results of the Structural Model – Experience Products 
Note:
AVA: Average Variance Accounted for.
*** p < 0.001, ** p < 0.01 , * p < 0.05, ns: p > .05 
 
Equation Predicted 
Variables 
Predictor 
Variables 
Hypothesis 
Beta weight 
T value 
R
2
 
1 
Perceived Consumer TCs 
Internet Access Availability 
H1a(e) -.070 -2.481
*
.96 
Perceived Internet Expertise 
H1b(e) -.167 -5.036
***
Online Buying Frequency 
H1c(e) -.219 -6.645
***
Product Quality Concern 
H2a(e) .088 3.038
**
E- Service Quality 
H2c(e) -.407 -6.708
***
Reputation of Online Store 
H2d(e) -.063 
-1.917 
(n.s.) 
Perceived Convenience 
H3a(e) -.106 -3.365
***
Privacy and Security Concerns 
H3b(e) .077 2.292
*
Age
.047 
1.228 
(n.s.) 
Gender
-.016 
-.518 
(n.s.) 
Income
-.012 
-.324 
(n.s.) 
Education Level 
-.013 
-.375 (n.s.) 
2 
Online Purchase Behaviour 
Perceived Consumer TCs 
H4a(e) 
-.777 
-16.863
***
.60 
3 
Customer Loyalty 
Perceived Consumer TCs 
H4b(e) 
-.607 
-11.028
***
.73 
Customer Satisfaction 
H5(e) 
.283 
5.983
***
4 
Customer Satisfaction 
Perceived Consumer TCs 
H4c(e) 
-.821 
-17.777
***
.68 
AVA
.74 

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282
-.777 (-16.863
***
)
-.821 (-17.777
***
)
R
2
= 92%
R
2
= 60%
R
2
= 68% 
R
2
= 73% 
Figure 5.5 Model Results – Experience Products 
 
 
Note: 
*** p < 0.001, ** p < 0.01 , * p < 0.05 
-.607 (-11.028
***
)
Consumer-related characteristics 
Internet Access Availability 
Perceived Internet Expertise
Online Buying Frequency
Online store- and product-related 
characteristics 
Product Quality Concern 
E- Service Quality
Reputation of Online Store
Online channel-related 
characterises 
Perceived Convenience 
Privacy and Security Concerns
Perceived 
Consumer TCs of 
Online Shopping
Online 
Purchase 
Behaviour 
Customer 
Satisfaction 
Customer 
Loyalty 
-.167 (-5.036
***
)
-.070 (-2.481
*
)
.077 (2.292
*
)
.088 (3.038
**
)
-.407 (-6.708
***
)
-.063 (-1.917)
-.219 (-6.645
***
)
.283 (5.983
***
)
Age
Gender 
Income 
Education 
.047 (1.288) -.016 (-.518)
-.012 (-.324)
-.013 (-.375)
-.106 (-3.365
***
)

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283
5.10.3 Comparison of Models (Search Products vs. Experience Products) 
Having presented the SEM results for the search products and experience products separately, 
a comparative analysis is undertaken in order to determine if these two models are 
significantly different. To address H9a and H9b, a chi-square difference test was firstly 
conducted. The results indicate 
∆
χ
2
= 26.364, p < .01, thus supporting further exploration of 
parameter differences. Secondly, the search products model (Figure 5.4) and the experience 
products model (Figure 5.5) were visually examined to determine whether corresponding 
paths between exogenous and endogenous variables were either significant or not significant 
across the two models. Table 5.31 presents the results of this visual inspection by listing 
which relationships were significant in both models and then making a comparison of the 
corresponding relationships.