The Determinants of Online Shopping Behavior

The rapid development of the Internet has increased the number of users shopping online. Many sellers thus focus on the shopping behavior on online environment. In this competitive environment, managers must understand factors that affect the online purchase behavior of customers to increase and maintain their competitive advantage. Therefore, this study aims to explore antecedents of online shopping behavior. Based on the social cognitive theory, this study proposes a research model of online shopping behavior. This study argues that trust positively affects online shopping behavior; perceived website complexity negatively and directly affects online shopping behavior, and indirectly affects trust online shopping behavior via trust. These research results can be seen as references by future scholars and practical suggestions for platform managers to improve their businesses.