A Structural Equation Modeling of Perceived Authenticity, Attitude toward e-Purchasing, and e-Purchase Intention
Date Issued
2010
Date
2010
Author(s)
Lin, Yen-Chen
Abstract
Since the maturity of internet, e-purchasing action has been one of an important issue of electronic commerce in consumer behavior research. Meanwhile, global economy has changed from industrial economy, service economy to experience economy. According to Gilmore & Pine, the author of 「Authenticity: What Consumers Really Want」, consumers put emphasis on the authenticity of products in the state of experience economy. There are five factors in the product authenticity: natural, original, exceptional, referential, and influential authenticity. When products or services apply the concept of authenticity mentioned above, they will make consumers impressed more. Therefore, this article is focus on the relationship between product authenticity and e-purchasing attitude of consumers.
A questionnaire survey was conducted on 226 consumers familiar with online shopping. After the analysis with LISREL method, we found that: (1) There is positive interaction between consumers’ attitude about the concept of “authenticity,” with the concept of natural, original and influential authenticity. (2) There is positive interaction between consumers’ attitude toward e-purchase, and the trust of shopping websites and the profit of e-purchase. (3) There is positive interaction between consumers’ attitude toward authenticity and e-purchase. (4) Though there is no positive interaction between consumers’ e-purchasing intent and their attitude of authenticity, we could influence their shopping intent through the positive interaction between their attitude about authenticity and e-purchase.
By the results of this thesis, the author provides some management implications and a few future research directions.
Subjects
authenticity
e-purchase
e-purchasing intent
trust
perceived risk
SDGs
Type
thesis
File(s)![Thumbnail Image]()
Loading...
Name
ntu-99-R97724065-1.pdf
Size
23.32 KB
Format
Adobe PDF
Checksum
(MD5):afe84dee95a93019f536bc865e3f24ed