Components of Online Shopping Attitude and the Effects of Website Design Characteristics

摘要

Although attitude represents a multicomponent construct with cognitive, affective, and behavioural components, the concept of attitude has been applied to online shopping settings as a general concept without accentuating its underlying components. As a result, empirical findings reported in the literature regarding the antecedents and outcomes associated with online shopping attitude have been mixed and inconsistent. To provide better insights into online shopping attitude and its constituent dimensions, this study examines the structure of online shopping attitude and focusses on its cognitive, affective, and behavioural components. Moreover, to empirically test and validate the tripartite structure of online shopping attitude, this study examines the effects of website design characteristics on the three components of online shopping attitude. The results provide ample support for the multicomponent structure of online shopping attitude and offer valuable implications for practice and research in online shopping behaviour.