CHAPTER 5 Discussions and Conclusions
5.1 The Summary of Results of Hypotheses
There are totally 24 hypotheses in this study, 9 of them that include H1-1, H1-2, H1-4, H3-2, H3-3, H3-5, H3-6, H4-2, H4-8 are supported, the others are not. The detailed statements and test results of hypotheses are listed in Table 5.1. This study will discuss these test results according to their category of variables one bye one.
5.1.1 The Category of Demographics of Hypotheses
According to Table 4.14 in section 4.5, this study finds the H1-1, H1-2, H1-4 are supported. There are some interesting findings that the female are more likely shopping online than male, the younger consumers are more likely shopping online, and the consumers with more personal disposable income are with more purchasing intention. But in educational level, past literature supported the higher education will be higher online shopping. Because of this study used the convenience samplings, the samples almost have degrees of university. Therefore, this study could not to test the
significant difference of H1-3. This part will be listed in research limits in Section 5.3.
5.1.2 The Category of Internet Using Motivations
According to the results of stepwise regression analysis, the social escapism motivation and control motivation are not significant, but others are significant. In the significant motivations, the transaction-based security and privacy concerns is the most effect to consumers’ purchasing intentions which are negatively relation. In other words, the consumers’ transaction-based security and privacy concerns are higher, the purchasing intentions online are lower. The information motivation and economic motivation are positively and significantly related to consumers’ purchasing intentions.
The significant motivation but different relation with original hypothesis is the socialize motivation. In the results of this study, the socialize motivation is negatively related to consumers’ purchasing intentions. This study infers that the Internet users though the Internet is a tool to connect with friends and relations. However, to shopping online is not a point to them. They spent most time to chat and connect, not to shop online.
5.1.4 The Category of Interactions of Hypotheses
According to the results of stepwise regression model, Figure 4.1, and Figure 4.2, this study finds two interactions between Internet using motivations and consumer characteristic. The first interesting finding is that when consumers’ transaction-based security and privacy concerns are stronger, the consumers with high price sensitivity are with higher purchasing intention, but if consumers with low price sensitivity, they
are with lower purchasing intention. The second interesting findings is that when consumers’ transaction-based security and privacy concerns are stronger, the consumers with high brand comparison inclination are with lower purchasing intention; however if consumers with low brand comparison inclination, they are with lower purchasing intention.
Table 5.1 Summary of Results of Hypotheses by Regression Analysis.
Variables Hypotheses Test Result
H1-1: Males are expected to be more likely to shop online than females.
Not support Females’ PI
>
Males’ PI H1-2: Younger people are expected to be more likely to purchasing
intention.
Support
H1-3: Purchasing intention will be positively related to education. Not Support Demographics
H1-4: Purchasing intention will be positively related to income. Support H2-1: Consumers’ price sensitivity will be positively related to
purchasing intention.
Not Support Consumer
Characteristic H2-2: Consumers’ brand comparison inclination will be positively related to purchasing intention.
Not Support
H3-1: Purchasing intention will be positively related to social escapism motivation.
Not Support
H3-2: Purchasing intention will be negatively related to transaction-based security and privacy concerns.
Support
H3-3: Purchasing intention will be positively related to information motivation.
Support
H3-4: Purchasing intention will be positively related to control motivation.
Not Support
H3-5: Purchasing intention will be positively related to socialization motivation.
H3-6: Purchasing intention will be positively related to economic motivation.
Support
Interaction between Consumer Characteristic and Internet Using Motivations Test Result H4-1: Purchasing intention will be positively related to the interactive
effect of the social escapism motivation and price sensitivity.
Not Support
H4-2: Purchasing intention will be positively related to the interactive effect of the transaction-based security and privacy concerns and price sensitivity.
Support
H4-3: Purchasing intention will be positively related to the interactive effect of the information motivation and price sensitivity.
Not Support
H4-4: Purchasing intention will be positively related to the interactive effect of the control motivation and price sensitivity.
Not Support
H4-5: Purchasing intention will be positively related to the interactive effect of the socialization motivation and price sensitivity.
Support
H4-6: Purchasing intention will be positively related to the interactive effect of the economic motivation and price sensitivity.
Not Support
H4-7: Purchasing intention will be positively related to the interactive effect of the social escapism motivation and brand comparison inclination.
Not Support
H4-8: Purchasing intention will be negatively related to the interactive effect of the transaction-based security and privacy concerns and brand comparison inclination.
Support
H4-9: Purchasing intention will be positively related to the interactive effect of the information motivation and brand comparison inclination.
Not Support
H4-10: Purchasing intention will be positively related to the interactive effect of the control motivation and brand comparison inclination.
Not Support
H4-11: Purchasing intention will be positively related to the interactive effect of the socialization motivation and brand comparison inclination.
H4-12: Purchasing intention will be positively related to the interactive effect of the economic motivation and brand comparison inclination.
Not Support