2019

Makkonen, Markus; Frank, Lauri; Kemppainen, Tiina

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.