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transaction at the disaggregated level.
In the present study, the researcher further suggests
that they can be viewed as the antecedents of consumer TCs in online shopping. This notion
is supported by the findings of Teo et al., (2004) that product quality uncertainty and
convenience are the antecedent variables of consumer TCs. In addition, this view gains some
support from Kim and Li (2009b) who indicate that personal security
and buying frequency
are the antecedents of consumer TCs in the online tourism environment. The logic underlying
the relationship between each antecedent variable and consumer TCs will be detailed in the
section on Hypotheses Development.
These ten antecedents of consumer TCs of online shopping are actually linked to consumer-
related characteristics, online store- and product-related characteristics,
and online channel-
related characteristics (see more detains in Appendix A, B and C), therefore, they are grouped
under these three broad categories, namely consumer-related characteristics,
online store- and
product-related characteristics, and online channel-related characteristics, to examine the
impacts of these antecedents on consumer TCs associated with online transaction process, as
displayed in Figure 3.1 in the next section on the Conceptual Model.
Specifically, consumer-related characteristics refer to a consumer’s perception of online
shopping requirements and his/her transaction-related attributes.
In this study, three
antecedents associated with consumer-related characteristics are derived to test their effects
on TCs: Internet access availability, perceived Internet expertise and online buying frequency.
Online store- and product-related characteristics refer to a consumer’s direct transactional
experience with an online store and his/her perception of the product,
the online vendor and
the site. Four antecedents falling in this category include: product quality concerns, site
design, e-service quality and reputation of the online store. Online channel-related
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characteristics are defined as a consumer’s general perception of online shopping and online
environment. Three potential antecedents to consumer TCs falling into this category are
examined: perceived convenience,
privacy and security concerns, and environmental
uncertainty. By analysing from the three categories, it will be easier to explain the details of
the dimensions of online transaction and their effects on consumer TCs.
It is important to note the list of antecedents is not exhaustive nor does the researcher assume
that these antecedent variables are independent. The conceptual model represents a subset of
important and interesting antecedents that may impact consumer TCs associated with online
shopping. The study acknowledges some of these antecedents
may be interconnected;
however, in the interest of parsimony, the study limits its focus to the effects of identified-
antecedents on consumer TCs rather than expanding to include all interrelationships between
these variables. The proposed model not only offers a cohesive view of antecedents of
consumer TCs but also serves as a salient guide for researchers in the online shopping area.
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