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e-Purchase Intention of Taiwanese Consumers: Sustainable Mediation of Perceived Usefulness and Perceived Ease of Use

Author

Listed:
  • Massoud Moslehpour

    (Department of Business Administration, Asia University, Taichung 41354, Taiwan)

  • Van Kien Pham

    (International Economic Faculty, Banking University of Ho Chi Minh City, Ho Chi Minh 84, Vietnam)

  • Wing-Keung Wong

    (Department of Finance, Fintech Center, and Big Data Research Center, Asia University, Taichung 41354, Taiwan
    Department of Economics and Finance, Hang Seng Management College, Shatin 999077, Hong Kong, China
    Department of Economics, Lingnan University, Tuen Mun 999077, Hong Kong, China)

  • İsmail Bilgiçli

    (Tourism and Hotel Management, Sakarya Üniversitesi Esentepe Kampüsü, Serdivan/Sakarya 54050, Turkey)

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.

Suggested Citation

  • Massoud Moslehpour & Van Kien Pham & Wing-Keung Wong & İsmail Bilgiçli, 2018. "e-Purchase Intention of Taiwanese Consumers: Sustainable Mediation of Perceived Usefulness and Perceived Ease of Use," Sustainability, MDPI, vol. 10(1), pages 1-17, January.
    • Handle: RePEc:gam:jsusta:v:10:y:2018:i:1:p:234-:d:127383
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    References listed on IDEAS

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