Antecedents and Moderators of Online Shopping Behavior in Undergraduate Students

The online shopping behaviors of 600 undergraduate students in Taiwan were explored in regard to the influences of perceived ease of use, perceived usefulness, attitude, trust, behavioral intentions, and actual behavior. The moderating effects of online experience were taken into account. A model depicting the mechanisms of an effective relationship with online shoppers was developed and a survey was conducted to gather information. Structural equation modeling was used to validate the measures developed and test the hypothesized model. All variables had a significant and positive impact, and experience online had a moderate impact.