Integrated Model of Actual Online Shopping Use Behaviour

Abstract

This chapter discusses and proposes an integrated model of actual online shopping use behaviour, with a moderating role of personal traits (openness to experience and agreeableness). Building on the TAM model, the proposed framework harnesses its factors from supported theories, namely social cognitive theory, source credibility theory, risk theory, and OCEAN model. A literature review approach is employed in which the author uses previous relevant studies to establish the relationship among the variables. Apart from direct relationships, the chapter conceptualises mediating role of Intention on the relationship between a set of predictors (internet self-efficacy, perceived channel credibility, financial and security risk) and actual online shopping usage behaviour. At the same time, the chapter explores the moderating role of openness to experience and agreeableness on the relationship between the TAM's belief constructs and intention. Finally, the chapter concludes with highlights on the framework's contributions, limitations, and plan for future empirical investigation.