2018 Volume 14 Pages 53-65
Due to the broad variety of network resources and the fast pace of day-to-day living, more and more consumers are switching to the network for shopping. In this context, characteristics of network consumption behaviors are studied in this paper. The Howard & Sheth pattern is modified based on the S-O-R model (stimulus-organism-response). Human behavior is usually following the S-O-R model, which was first set up by Reynolds in 1974. This paper adjusts the Howard and Sheth theory based on the S-O-R model and classifies the factors influencing online consumption behaviors into five categories: individual consumers, risk awareness, retailer characteristics, marketing, and consumption intentions. Hypotheses regarding the factors which influence network consumption behaviors are proposed. A questionnaire survey is then performed to collect sample data. The structural equation model is then adopted to test each of the hypotheses.