DigitalCC


NOTICE: DigitalCC is down for emergency maintenance. Please contact Cate Guenther, Digital Scholarship and Repository Librarian, (719)389-6875 for assistance.


1 hits

  • Thumbnail for Determinants of recent online purchasing and the percentage of income spent online
    Determinants of recent online purchasing and the percentage of income spent online by Hannah, Brendan , Lybecker, Kristina M.

    The recent stagnation of electronic commerce highlights the need to understand contemporary online consumer behavior. This study incorporates current user demographics and emerging Internet activities to dynamically model the determinants of two key measurements of recent online shopping, a purchase within the last year and the novel dependent variable, percentage of income spent online in the last three months. Logistic regression is applied to a nationally representative 2007 survey of the U.S. online population. Determinants of a recent online purchase include, ownership of a credit card, an online payment account (PayPalTM), listening to podcasts, participating in online auctions, and for the first time, female gender. In a second regression, positive determinants for the percentage of income spent online include male gender, educational attainment, online auctions, instant messenging and online dating. Online spending increases with time online and appears to compete with other forms of online entertainment and social networking.