The Effects of Individual Values on Online Shopping Spending

Although individual values have been found as important antecedents of human behaviour, their effects on online shopping behaviour remain poorly understood. In this study, we aim to address this gap in prior research by examining the effects of individual values on both total online shopping spending and the specific types of online shopping spending in terms of orders made (1) with traditional computers versus mobile devices, (2) from businesses versus other consumers, and (3) from domestic versus foreign online stores. The examination is based on the data from 565 Finnish online shoppers, which was collected via an online survey between February 2019 and March 2019 and is analysed by using structural equation modelling (SEM). The findings of the study suggest that stimulation and humility act as the most important antecedents of online shopping spending but there are also seven other individual values with interesting effects on specific types of online shopping spending.

[1]  Louise M. Hassan,et al.  An exploration of values in ethical consumer decision making , 2005 .

[2]  Lingfei Wu,et al.  Online shopping among Chinese consumers: an exploratory investigation of demographics and value orientation , 2011 .

[3]  Cheol Park,et al.  Two Faces of Mobile Shopping: Self-Efficacy and Impulsivity , 2014, Int. J. E Bus. Res..

[4]  Tero Vartiainen,et al.  What levels of moral reasoning and values explain adherence to information security rules? An empirical study , 2009, Eur. J. Inf. Syst..

[5]  Kallol Kumar Bagchi,et al.  Internet use and human values: Analyses of developing and developed countries , 2015, Comput. Hum. Behav..

[6]  Marianne Kinnula,et al.  Socializers, achievers or both? Value-based roles of children in technology design projects , 2018, Int. J. Child Comput. Interact..

[7]  Tiago Oliveira,et al.  Understanding individual-level digital divide: Evidence of an African country , 2018, Comput. Hum. Behav..

[8]  S. Schwartz,et al.  Extending the Cross-Cultural Validity of the Theory of Basic Human Values with a Different Method of Measurement , 2001 .

[9]  Gary Schwartz.  The Impulse Economy: Understanding Mobile Shoppers and What Makes Them Buy , 2011 .

[10]  D. Uzzell,et al.  An examination of the values that motivate socially conscious and frugal consumer behaviours , 2009 .

[11]  Patricio Ramírez-Correa,et al.  A Posteriori Segmentation of Personal Profiles of Online Video Games’ Players , 2020, Games Cult..

[12]  S. Schwartz.  Universals in the Content and Structure of Values: Theoretical Advances and Empirical Tests in 20 Countries , 1992 .

[13]  R. Riedl,et al.  Cultural values influencing project team success An empirical investigation in Ethiopia , 2013 .

[14]  S. Schwartz,et al.  Toward A Universal Psychological Structure of Human Values , 1987 .

[15]  Eldad Davidov,et al.  Refining the theory of basic individual values. , 2012, Journal of personality and social psychology.

[16]  Pramod Mohanlal,et al.  Structural Equation Modelling , 2013 .

[17]  R. A. Jones,et al.  Social Values and Social Change: Adaptation to Life in America. , 1985 .

[18]  Xenophon Koufteros,et al.  A paradigm for examining second-order factor models employing structural equation modeling , 2009 .

[19]  Arnold Mitchell,et al.  The Nine American Lifestyles: Who We Are and Where We're Going , 1983 .

[20]  Mari Ervasti,et al.  Understanding human values in adopting new technology - A case study and methodological discussion , 2011, Int. J. Hum. Comput. Stud..

[21]  Kallol Kumar Bagchi,et al.  The influence of individual values on internet use: A multinational study , 2019, Int. J. Inf. Manag..

[22]  Xiabing Zheng,et al.  Understanding impulse buying in mobile commerce: An investigation into hedonic and utilitarian browsing , 2019, Int. J. Inf. Manag..

[23]  M. Rokeach.  The Nature Of Human Values , 1974 .

[24]  Shiu-li Huang,et al.  Factors That Impact Consumers' Intention to Shop on Foreign Online Stores , 2017, HICSS.

[25]  C. Fornell,et al.  Evaluating structural equation models with unobservable variables and measurement error. , 1981 .

[26]  Michael R. Mullen,et al.  Structural equation modelling: guidelines for determining model fit , 2008 .

[27]  P. Bentler,et al.  Significance Tests and Goodness of Fit in the Analysis of Covariance Structures , 1980 .

[28]  Timo Saari,et al.  Understanding the most influential user experiences in successful and unsuccessful technology adoptions , 2015, Comput. Hum. Behav..

[29]  H J Muller,et al.  Human Values. , 1958, Science.

[30]  Oded Nov,et al.  Exploring motivations for contributing to open source initiatives: The roles of contribution context and personal values , 2008, Comput. Hum. Behav..

[31]  R. Bagozzi,et al.  On the evaluation of structural equation models , 1988 .

[32]  P. S. Raju.  Optimum Stimulation Level: Its Relationship to Personality, Demographics, and Exploratory Behavior , 1980 .

[33]  Steven N. Silverman,et al.  Adoption of Internet shopping: the role of consumer innovativeness , 2000, Ind. Manag. Data Syst..

[34]  Caroline Josephine Burns (Doran),et al.  The Role of Personal Values in Fair Trade Consumption , 2009 .

[35]  Torben Hansen.  Consumer values, the theory of planned behaviour and online grocery shopping , 2008 .

[36]  Bo Zhang,et al.  Predicting Buyers' Repurchase Intentions in Cross-Border E-Commerce: a Valence Framework Perspective , 2017, ECIS.

[37]  Straub,et al.  Editor's Comments: An Update and Extension to SEM Guidelines for Administrative and Social Science Research , 2011 .

[38]  Renushka Madarie,et al.  Hackers' Motivations: Testing Schwartz's Theory of Motivational Types of Values in a Sample of Hackers , 2017 .

[39]  Chanaka Jayawardhena,et al.  Personal values' influence on e-shopping attitude and behaviour , 2004, Internet Res..

[40]  Asuman E. Ozdaglar,et al.  Value of Information Systems in Routing Games , 2018, ArXiv.

[41]  Sari Kujala,et al.  Exploring the Role of Ten Universal Values in Using Products and Services , 2016, Interact. Comput..

[42]  Kaisa Väänänen-Vainio-Mattila,et al.  Value of Information Systems and Products: Understanding the Users’ Perspective and Values , 2009 .

[43]  Michael Groß.  Mobile shopping: a classification framework and literature review , 2015 .

[44]  J. Steenkamp,et al.  The Role of Optimum Stimulation Level in Exploratory Consumer Behavior , 1992 .

[45]  John Thøgersen,et al.  Human values and the emergence of a sustainable consumption pattern: A panel study , 2002 .

[46]  P. Bentler,et al.  Cutoff criteria for fit indexes in covariance structure analysis : Conventional criteria versus new alternatives , 1999 .

[47]  Lori N. K. Leonard,et al.  Consumer-to-Consumer e-Commerce Research in Information Systems Journals , 2010 .