Purchase Intention in the Online Open Market: Do Concerns for E-Commerce Really Matter?

This study aims to investigate motivational factors and motivation hindering factors of online shopping via online open market platforms. For a comprehensive exploration, the response data were collected from a total of 417 Korean consumers before conducting a hierarchical regression analysis. The results showed that the effects of motivation factors on purchasing intention were all supported. As for moderating effects of concerns for e-commerce, privacy concerns by time saving, perceived ease of use, and security concerns by cost saving were found to be statistically significant. Privacy concerns by cost saving and business integrity concerns by time saving were also found to be statistically significant, but had a positive effect as opposed to an initial prediction. The finding denotes that, in order to reduce concerns for e-commerce, consumers may prefer using the online shops they can trust based on their previous shopping experience. Various concerns identified and analyzed in this study are clues to better understanding what potentially motivates or obstructs consumers to shop online, thereby helping businesses thrive in the online open market.