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Shopping in Cyberspace: Adolescent Technology Acceptance Attitude with Decision-Making Styles

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  • Han-Jen Niu

    (Management Science Department, Tamkang University, New Taipei City, Taiwan ROC)

Abstract

Researchers have explored adolescents' online buying habits as the internet has developed and teenagers' incomes have increased. In this study, that tries to understand adolescent buying behavior, and adolescent decision-making styles as input variable and online shopping behavior as output variable. The Technology Acceptance Model (TAM) is included as a moderating variable. A total of 1,614 adolescents aged 16 to 30 in Taiwan were participants. Correlation, regression, and covariance analyses were used. Results show a positive correlation between adolescents' consumer decision-making styles and purchasing behavior (including planned and unplanned purchases). In addition, compulsive purchases under unplanned purchases showed a positive moderating effect. Recognition of ease of use in TAM had a positive moderating effect on compulsive purchases categorized under unplanned purchases. This research examined the moderating effect of variables in TAM, verifying their effects.

Suggested Citation

  • Han-Jen Niu, 2014. "Shopping in Cyberspace: Adolescent Technology Acceptance Attitude with Decision-Making Styles," International Journal of Technology and Human Interaction (IJTHI), IGI Global, vol. 10(3), pages 1-18, July.
    • Handle: RePEc:igg:jthi00:v:10:y:2014:i:3:p:1-18
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    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/ijthi.2014070101
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    Cited by:

    1. Han-Jen Niu, 2017. "Cyber purchasing behavior of adolescents: family communication relationships and parental influence," Electronic Commerce Research, Springer, vol. 17(3), pages 495-519, September.

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