Effects of Consumer Characteristics on their Acceptance of Online Shopping: A Survey in Faculty of Management, University of Tehran

Previous electronic commerce (EC) studies have found thatconsumer characteristics are important when considering issues related tothe acceptance of online shopping. However, most studies have focusedon a single product or similar products. The effects of different producttypes have been relatively neglected. To overcome this limitation, thepurpose of this study was to explore the effects of different product types.The Internet product and service classification grid proposed by Peterson,was employed to examine the effects of consumer characteristicdifferences on online shopping acceptance in the context of differentproducts and services. A survey-based approach was employed toinvestigate the research questions. Regression analysis demonstrated thatthe determinants of online shopping acceptance differ among product orservice types. Additionally, personal innovativeness of informationtechnology (PIIT), perceived Web security, personal privacy concerns,and product involvement can influence consumer acceptance of onlineshopping, but their influence varies according to product types.