Understanding consumer online shopping behaviour from the perspective of transaction costs

3.7 CHAPTER SUMMARY 
This chapter proposed the conceptual framework of consumer TCs associated with shopping 
at an online store. It consisted of the discussion on the applicability of TCT in online context, 
conceptualization of consumer TCs associated with online transaction process, the integrative 
model of consumer TCs of online shopping, and the set of empirically testable hypotheses 
accompanied by arguments for each hypothesis. The model examined how antecedent factors 
affect consumer TCs of online shopping, which in turn affect online purchase behaviour and 
customer loyalty. It also explored the role of customer satisfaction as a mediator between TCs 
and customer loyalty, as well as the moderating roles of the consumer’s risk-bearing 
propensity and perceived enjoyment in the relationships between TCs and behavioural 
consequences. Finally, the study proposed the hypotheses in regard to the possible differences 
of hypothesized relationships shown in the research model (excluding the moderating effects) 
between search products and experience products. A summary of all hypotheses generated 
can be seen in Table 3.1. The next chapter will describe the methodology for this research.
 
 
 
 
 
 
 

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Table 3.1 Summary of Hypotheses 
Hypotheses about Antecedents 
Consumer-Related Characteristics:
 
 
H1a:
Internet access availability is negatively related to a customer’s perceived TCs associated 
with online shopping. 
H1b:
A customer’s perceived Internet expertise is negatively related to his/her perceived TCs 
associated with online shopping. 
H1c:
A customer’s online buying frequency is negatively related to his/her perceived TCs 
associated with online shopping. 
Online Store- and product-Related Characteristics: