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  • Thumbnail for The effect of various consumer characteristics on purchasing behaviors online
    The effect of various consumer characteristics on purchasing behaviors online by Schornack, Amy Nicole

    The purpose of this paper is to determine which factors will affect consumer purchasing behaviors online. While previous research has been conducted in this field, the present study aims to expand upon those papers and will include factors that have never before been analyzed. The eight determinants this paper focuses on include demographics, culture, employment information, allocation of money, risky behaviors, trust in others, place of residency, and time stress. It is hypothesized that each of these determinants will be significantly related to online purchasing behavior. Data was collected by the General Social Survey (GSS) in the year 2000 and was utilized to perform an Ordinary Least Squares regression. This paper hopes to provide insight that will not only increase the success rate of online retailers but also information that will lead to a more positive online experience for consumers.