The Research of the Effects of Consumer Traits on Online Purchasing Intentions

This study investigates the effect of four consumer traits - self-efficacy, consumer innovation, need of interaction, and self-consciousness on online purchasing intention according to the technology-based self-efficacy theory, and analyses the mediating effects of consumer trust between them. The result indicates that self-efficacy, consumer innovation and self-consciousness have a significantly positive correlativity with online purchasing intention. Consumer trust mediates the relationship between consumer traits and online purchasing intention.