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Sustainability 2018, 10(1), 234; https://doi.org/10.3390/su10010234

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

1
Department of Business Administration, Asia University, Taichung 41354, Taiwan
2
International Economic Faculty, Banking University of Ho Chi Minh City, Ho Chi Minh 84, Vietnam
3
Department of Finance, Fintech Center, and Big Data Research Center, Asia University, Taichung 41354, Taiwan
4
Department of Economics and Finance, Hang Seng Management College, Shatin 999077, Hong Kong, China
5
Department of Economics, Lingnan University, Tuen Mun 999077, Hong Kong, China
6
Tourism and Hotel Management, Sakarya Üniversitesi Esentepe Kampüsü, Serdivan/Sakarya 54050, Turkey
*
Author to whom correspondence should be addressed.
Received: 27 October 2017 / Revised: 2 January 2018 / Accepted: 11 January 2018 / Published: 17 January 2018
(This article belongs to the Special Issue Risk Measures with Applications in Finance and Economics)
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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. View Full-Text
Keywords: conscientiousness; openness to experience; perceived ease of use; perceived usefulness; online purchase intention conscientiousness; openness to experience; perceived ease of use; perceived usefulness; online purchase intention
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Moslehpour, M.; Pham, V.K.; Wong, W.-K.; Bilgiçli, İ. e-Purchase Intention of Taiwanese Consumers: Sustainable Mediation of Perceived Usefulness and Perceived Ease of Use. Sustainability 2018, 10, 234.

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