Investigating the impact of Consumer’s Involvement, Risk-taking Personality, Internet Self-Efficacy, Life Style and Privacy Concern on Online Purchase Intention and Shopping Adoption

Wisal Ahmad, Saman Attiq, Ariba Ahmad, Aqsa Ilyas, Khadija Kulsoom, Wisal Ahmad


The purpose of this paper is to study the impact of consumer’s psychological traits, lifestyle and privacy concern on online purchase intention. The core issue is ‘to what extent consumer’s involvement, risk-taking personality, internet self-efficacy, life style and privacy concern determines online purchase intention and online shopping adoption’. In causal study design, 590 consumers with convenience sampling technique is used through structured questionnaire. Data analysis undertaken through SEM indicates a significant relation of lifestyle with involvement, risk-taking personality, internet self-efficacy and privacy concern. Whereas, online purchase intention holds significant relationship with internet self-efficacy, lifestyle and online shopping adoption, no significant relationship was proved between involvement, risk-taking personality and privacy concern. E-retailers should focus on building satisfaction in the potential and existing customers by investing in strategies to overcome the perceived risk of online-shopping.


Online shopping adoption, Online purchase intention, Privacy concern, Involvement, Risk-taking personality, Lifestyle


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