Understanding online shopping behaviour using a transaction cost economics approach

Volume: 1, Issue: 1, Pages: 62 - 62
Published: Jan 1, 2004
Abstract
Building upon Transaction Cost Economics (TCE) theory, this paper hypothesises that consumers' transaction cost of online shopping is affected by six antecedents: product uncertainty, behavioural uncertainty, convenience, economic utility, dependability, and asset specificity. In turn, transaction cost has a negative relationship with consumers' willingness to buy online. We test the model using data gathered from the USA and China. The results...
Paper Details
Title
Understanding online shopping behaviour using a transaction cost economics approach
Published Date
Jan 1, 2004
Volume
1
Issue
1
Pages
62 - 62
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