Title

e-purchase intention of Taiwanese consumers : sustainable mediation of perceived usefulness and perceived ease of use

Document Type

Journal article

Source Publication

Sustainability

Publication Date

1-1-2018

Volume

10

Issue

1

First Page

no. 234

Publisher

MDPI AG

Keywords

Conscientiousness, Online purchase intention, Openness to experience, Perceived ease of use, Perceived usefulness

Abstract

This study proposes a new model by partially combining personality traits (PT) and Technology Acceptance Model (TAM) attributes to examine the influences of personality characteristics (conscientiousness, openness) and perception of technology (perceived usefulness, perceives ease of use) on e-purchase intention. We use truncate sampling technique and survey questionnaire to target the sample of Taiwanese online consumers and collect data. We find that consciousness (CON) (personality attribute) significantly influences perceived usefulness (PU) (technology perception attributes), perceived ease of use (PEOU) (technology perception attributes) and openness to experience (OPE) (personality attribute). PU, PEOU and OPE have significant impacts on e-purchase intention (INT). PEOU has the strongest positive impact on (INT). In addition, PU, PEOU and OPE combined together mediate the relationship between CON and INT. Further post hoc analysis of the mediation shows that both PU and PEOU are sustainable mediators. However, OPE is not a significant mediator.

DOI

10.3390/su10010234

E-ISSN

20711050

Funding Information

This research has been partially supported by Asia University, Banking University of Ho Chi Minh City, China Medical University Hospital, Hang Seng Management College, Lingnan University, the Research Grants Council (RGC) of Hong Kong (project number 12500915), and Ministry of Science and Technology (MOST), R.O.C. {12500915}

Publisher Statement

Copyright © 2018 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (http://creativecommons.org/licenses/by/4.0/). Access to external full text or publisher's version may require subscription.

Full-text Version

Publisher’s Version

Language

English

Recommended Citation

Moslehpour, M., Pham, V. K., Wong, W.-K., & Bilgiçli, I. (2018). e-purchase intention of Taiwanese consumers: Sustainable mediation of perceived usefulness and perceived ease of use. Sustainability, 10(1), no. 234. doi: 10.3390/su10010234

Share

COinS