Understanding consumer online shopping behaviour from the perspective of transaction costs

 
H2a:
A customer’s concern over the product quality in an online store is positively related to 
his/her perceived TCs associated with purchasing from the online store. 
H2b:
The site design of an online store is negatively related to a customer’s perception of TCs 
associated with purchasing from the online store. 
H2c:
A customer’s perception of the e-service quality of an online store is negatively related to 
his/her perceived TCs associated with purchasing from the online store.
 
H2d:
A customer’s perception of the reputation of an online store is negatively related to his/her 
perceived TCs associated with purchasing from the online store. 
Online Channel-Related Characteristics:
 
H3a:
The perceived convenience of online shopping is negatively related to a customer’s 
perception of TCs associated with online shopping. 
H3b:
A customer’s privacy and security concerns over online shopping are positively related to 
his/her perceived TCs associated with online shopping.
 
H3c:
Environmental uncertainty of online shopping is positively related to a customer’s 
perception of TCs associated with online shopping.
Hypotheses about Consequences 

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H4a.
 
A customer’s perception of TCs associated with purchasing from an online store is 
negatively related to his/her actual online purchase behaviour at the online store. 
 
H4b.
 
A customer’s perception of TCs associated with purchasing from an online store is 
negatively related to his/her loyalty towards the online store. 
Hypotheses about Mediator 
 
H4c.
A customer’s perception of TCs associated with purchasing from an online store is negatively 
related to his/her satisfaction with the online store.