Title: Consumer behaviour with negative emotion in e-tailing service environment

Authors: Cheng-Wen Yao; Te-Yi Lin

Addresses: Commerce Development Research Institute, 4F, No. 303, Sec. 1, Fu-Xing S. Rd., Taipei, Taiwan ' Department of Business Management, Tatung University, No. 40, Sec. 3, Zhong-Shan N. Rd., ZhongShan Dist., Taipei, Taiwan

Abstract: In this paper, we introduce a factor 'internet shopping anxiety' that influences the behaviours of online consumers while engaging in e-tailing services. In previous studies which deal with anxiety, consumer anxiety and its associated coping behaviours were of particular concern. Here, we explore and empirically validate the relationships between internet shopping anxiety and coping behaviour of online consumer, and use e-tailing service quality and trust in website (system) as moderating factors. All of the survey participants were screened with the shopping experience on retailers' websites and 221 questionnaires were returned. Internet shopping anxiety is found to have a negative relationship with active coping and expressive support-seeking, whereas it is positively associated with avoidance. The results also support our speculation of e-tailing service quality in interacting with internet shopping anxiety on online consumer coping.

Keywords: coping behaviour; internet shopping anxiety; e-tailing services; consumer behaviour; negative emotions; online shopping; online retailing; service quality; trust; shopping experience.

DOI: 10.1504/IJICT.2015.065990

International Journal of Information and Communication Technology, 2015 Vol.7 No.1, pp.73 - 87

Received: 06 Dec 2012
Accepted: 06 Dec 2013
Published online: 30 Nov 2014 *

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