Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
10498162 | Omega | 2005 | 15 Pages |
Abstract
Using a transaction cost economics perspective, this paper presents a model for understanding consumers' on-line buying behavior. An empirical study was conducted in Singapore to test the model. The results indicate that consumers' willingness to buy online is negatively associated with their perceived transaction cost, and perceived transaction cost is associated with uncertainty, dependability of online stores and buying frequency. When consumers perceive more dependability of online stores and less uncertainty in online shopping and have more online experiences, they are more likely to buy online. Implications of the results are discussed.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Strategy and Management
Authors
Thompson S.H. Teo, Yuanyou Yu,