Effects of Consumer Characteristics on their Acceptance of Online Shopping: A Survey in Faculty of Management, University of Tehran

Previous electronic commerce (EC) studies have found that consumer characteristics are important when considering issues related to the acceptance of online shopping. However، most studies have focused on a single product or similar products. The effects of different product types have been relatively neglected. To overcome this limitation، the purpose of this study was to explore the effects of different product types. The Internet product and service classification grid proposed by Peterson، was employed to examine the effects of consumer characteristic differences on online shopping acceptance in the context of different products and services. A survey-based approach was employed to investigate the research questions. Regression analysis demonstrated that the determinants of online shopping acceptance differ among product or service types. Additionally، personal innovativeness of information technology (PIIT)، perceived Web security، personal privacy concerns، and product involvement can influence consumer acceptance of online shopping، but their influence varies according to product types.