FACTORS AFFECTING ONLINE PURCHASING BEHAVIOR

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16ThinkingFeelingHighInvolvementInformative (thinker)e-banking (80 percent)Books (65 percent)Financial services (44 percent)Affective (feeler)Jewelry (31 percent)Cosmetics (41 percent)Fashion Apparel (33 percent)Computer equipment (40 Luxury Watch (27 percent)percent)CDs (32 percent)House (24 percent)Autos (10 percent)House Furnishings (39 percent)LowHabit formation (doer)Food (46 percent)Self-satisfaction (reactor)Flowers (63 percent)Involvement Fast Food (33 percent)Household Items (50 percent)Shampoos (25 percent)Figure1: The FCB Planning Model adapted from Belch & Belch. 2004.Advertising and Promotion. An Integrated Marketing Communication Perspective.6 th Edition. Singapore: McGraw Hill. pgs 154 – 155.In order to test the hypothesis a spearman correlations coefficients wascomputed between the two variables (risk propensity variable and likelihood topurchase through cyber ads). The relationship between the two variables wasfound negative (r=-.100) and not significant. Therefore, hypothesis 1 was notsupported in the study. The negative relationships suggested that greater valuesin one variable are associated with lower values in the other. Although thefindings are in contrast with that of Kwak et al. (2002), yet the previous study hadalso found a weak impact of risk-taking tendencies to purchasing online. Thereis also a negative (r=-.087) relationships between risk propensity and purchasingthrough cyber ads. Therefore hypothesis 2 was rejected. The implication ofthese findings is that even risk takers are found as not likely to engage inpurchasing through cyber ad.Table 5: Relationship between personality variables and purchasing behaviorthrough cyber ads.Personality variablesPurchasingthrough cyber adsLikelihood topurchasethrough cyberadsr p r pRisk propensity -.087 .052 -.100 .026Convenience .231 .000 .364 .000Table 5 shows that there is a moderately-positive (r=.364) and significantrelationships between convenience and likelihood to purchase through cyber ads.
17This confirms the hypothesis 3. Convenience variable is found to be a significantpositive determinant of the likelihood to purchase through cyber ad. With respectto the convenience variable impacting purchasing through cyber ads, the findingsdemonstrate that there is a moderately-positive (r=.231) and significantrelationships between the two variables. Therefore, hypothesis 4 was supported.Personality variables explain a modest amount of variance in consumers’purchasing purchases outside of cyberspace. It is expected that the twovariables in the study will play an important role in virtual world. However, thisstudy demonstrated that only the convenience variable is significantly related tothe purchasing behavior.Table 6 presents the spearman correlations coefficients between the culturaldimensions and purchasing behavior through cyber ads. Hypothesis 5 proposedthat there is a significant relationship between individualism/ collectivism and thepurchasing behavior through cyber ads. The data shown in table 6 reports thatthere is a positive relationship between the variables individualism/ collectivismand purchasing through cyber ads (r=.014, p=.751). However, no significantrelationship was found between the two variables and therefore it can be saidthat the cultural dimension individualism/collectivism have no significance impacton purchasing behavior through cyber ads. Therefore the increase in theindividualism/ collectivism variable will not affect the purchasing behavior throughcyber ads.Hypothesis 6 suggested that there is a significant relationship between powerdistance and purchasing through cyber ads. The result showed a negativerelationship between the two variables. The table also showed that no significantrelationship was found between the power distance dimensions and purchasingthrough cyber ads (r=-.060, p=.186). Thus suggesting that the second culturalvariable have no significance impact on the behavior to either purchase a productor service through cyber ads or otherwise.Hypothesis 7 claimed that there is a significant relationship between uncertaintyavoidance and purchasing through cyber ads. Thus, suggesting that therespondents who have a high risk averse are less prone to purchase throughcyber ads. A positive relationship with no significance was formed between theuncertainty avoidance and purchasing through cyber ads (r=.080, p=.079)
Page 2 and 3: 2relationship between marketer and
Page 4 and 5: 4A Roper Starch survey of consumers
Page 6 and 7: 62001 from US $ 3.2 billion in June
Page 8 and 9: 8innovations. Indeed many researche
Page 10 and 11: 10component and the degree of accep
Page 12 and 13: 12of gender, the sample was almost
Page 14 and 15: 14It was also found that respondent
Page 18 and 19: 18Table 6: Relationship between cul
Page 20 and 21: 20watching television, shopping, an
Page 22 and 23: 22Korgaonkar, P. & Wolin. L.D. 2002

FACTORS AFFECTING ONLINE PURCHASING BEHAVIOR

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