Personal values' influence on e-shopping attitude and behaviour

A value-attitude-behaviour model was applied to investigate the roles of personal values in e-shopping consumer behaviour. Structural equation modelling identified that personal values (self-direction values, enjoyment values and self-achievement values) were significantly related to positive attitudes toward e-shopping. Individual attitudes toward e-shopping were a direct predicator of e-shopping behaviour and mediated the relationship between personal values and behaviour. This hierarchical relationship among personal values, attitudes and behaviour may be exploited by e-tailers to position e-shops and provide a persuasive means for e-shoppers to satisfy their needs.