Title: Web equity, internet anxiety and consumer's coping behaviour

Authors: Cheng-Wen Yao; Shu-ling Liao; Yu-Li Lan; Chung-Hung Tsai

Addresses: Tzu-Chi College of Technology, 880, Sec. 2, Chienkuo Rd., Hualien City, Taiwan ' Yuan-Ze University, 135, Yuandong Rd., Jhongli City, Taoyuan County, Taiwan ' Tzu-Chi College of Technology, 880, Sec. 2, Chienkuo Rd., Hualien City, Taiwan ' Tzu-Chi College of Technology, 880, Sec. 2, Chienkuo Rd., Hualien City, Taiwan

Abstract: This study aims to discuss the relationship among web equity, internet anxiety and consumer's coping behaviour. The study surveyed and collected the responses of 204 university consumers with internet usage experience from their role playing in scenario situations. The results indicated that web equity has a negative significant influence on consumer's internet anxiety as expected by the study. Further, the results showed that different degree of internet anxiety significantly contributes to the use of active coping, expressive support seeking and avoidance. As compared to consumers with high levels of internet anxiety, consumers with low levels of internet anxiety tend to adopt active coping or expressive support seeking. Finally, consumers with high levels of internet anxiety are found to have greater tendency in applying avoidance than those with low levels of internet anxiety.

Keywords: web equity; internet anxiety; coping behaviour; consumer behaviour; university consumers; support seeking; avoidance.

DOI: 10.1504/IJECRM.2012.051876

International Journal of Electronic Customer Relationship Management, 2012 Vol.6 No.3/4, pp.257 - 273

Received: 08 May 2021
Accepted: 12 May 2021

Published online: 29 Jan 2013 *

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