We report an empirical investigation of extrinsic and intrinsic factors influencing online consumer behavior and purchasing intention. The aim of this research was to identify the dimensional factors determined by a set of user characteristics that could moderate their consequent behavior. For this purpose, a conceptual model was created to identify personality traits useful in predicting purchasing consumer behavior online. To identify the influencing factors, an empirical study was conducted based on an online questionnaire. The data was collected mainly from a population consisting of college students. This population seems to be appropriate for this experiment because they generally spend considerable time on the Internet and represent the next generation of consumers. Moreover, these people have been using the latest information technology devices throughout their daily activities. We used factor analysis to ensure that factors previously defined in the literature hold for this population and that the questionnaire measured the appropriate variables. To synthesize the data, seven dimensions such as disposition to trust, impulsive behavior, security perception and others were identified describing the characteristics of the sample. This analysis of online consumer behavior reveals certain predictors that may contribute to analyze the perceptions, attitudes and preferences of consumers and their buying behavior to get a full understanding of their needs.
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