Online buying innovativeness: effects of perceived value, perceived risk and perceived enjoyment

Norazah Mohd Suki, and Norbayah Mohd Suki, (2007) Online buying innovativeness: effects of perceived value, perceived risk and perceived enjoyment. International Journal of Business and Society, 8 (2). pp. 81-93. ISSN 1511-6670


Download (46kB) | Preview


This paper proposes a model using the Structural Equation Modeling technique to identify the influence of perceived value, perceived risk and perceived enjoyment on online shoppers' innovativeness in relation to adoption of online shopping. A self-administered questionnaire was used to gather information from 554 respondents. Results from Structural Equation Modeling reveals that perceived risk was an important indicator not to be overlooked by e-retailers to evaluate Malaysian Internet users' innovative behaviour in online shopping with respect to their attitude toward online shopping. Consideration of perceived risk factor by e-retailers could improve the Malaysian online shoppers' innovative behaviour and thus create added value in their decision to shop through virtual stores than traditional/physical shopping stores. When consumers enjoy positive experience in shopping for products via the Internet, they will increase the amount of online purchases. Results from this study would greatly aid online marketing managers in developing successful targeting and positioning strategies to gain better insights about the purchase behaviour of innovative online shoppers, and constitute a future research foundation area for a more scrupulous analysis by both information systems analysts and marketing researchers.

Item Type: Article
Uncontrolled Keywords: Innovativeness, Online shopping, Attitude, SEM, Perceived value, Perceived risk, Perceived enjoyment
Subjects: H Social Sciences > HG Finance
Divisions: FACULTY > Labuan Faculty of International Finance
Depositing User: Unnamed user with email
Date Deposited: 30 Dec 2015 04:33
Last Modified: 13 Oct 2017 06:46

Actions (login required)

View Item View Item