Effect of Consumer Beliefs on Online Purchase Behavior: The Influence of Demographic Characteristics and Consumption Values

The three most common beliefs that consumers have about shopping online are that it saves time, saves money and helps find products that best match needs. But how do these beliefs, either individually or in combination, influence online purchase behavior? The premise of the article is that the effect of beliefs on online purchase behavior is moderated by demographic characteristics such as income, education, and generational age, and by consumption values such as the inclination to consider many alternatives before making a choice, the enjoyment of shopping, and the tendency to research products prior to making a purchase. The findings on how beliefs and consumption values influence purchase behavior can assist online retailers formulate product positioning strategies that create more value for consumer segments through better customization, thereby enhancing retailer profits. The findings can also help public policy makers design communication strategies to help lower-income consumers realize the same benefits of e-commerce as their higher-income counterparts.

Research Highlights► The effect of beliefs on online purchase behavior is moderated by demographics and consumption values. ► The belief that online shopping helps find products that best match needs is more salient for consumers who enjoy shopping. ► The belief that online shopping saves time is less salient for consumers who have a tendency to research products. ► An understanding of these relationships can help retailers formulate online positioning and communication strategies.