Working Paper: 1967

Modeling Authenticity in Online Shopping: Purchase Behavior

Trademe Consumers and Traders: www.trademe.co.nz

By Robert Davis and Kevin Sheriff

Robert Davis: Associate Professor: drradavis@gmail.com orrdavis@unitec.ac.nz, Unitec Institute of Technology, Auckland, New Zealand.

Kevin Sheriff: Lecturer, Auckland, New Zealand.

Introduction

The aim of this research is to model and measure the consumers’ perceptions of authenticity when they are shopping and trading (buying and selling) online. The research will also include results on their:

1. Overall shopping and trading behavior and frequency.
2. Their perceptions of what motivates them when shopping and trading in terms of rational thinking (utilitarian) and/or experiential thinking (hedonic).

The aim of these short papers is to release to a managerial audience, key results of the percentage and frequency results.  The overall results are to be published in an academic journal and cannot be released at this time. This future paper will complete a full confirmatory factor analysis and structural equation modeling process to model and confirm the results. This mini-paper focuses only on:

1. The purchase behavior of trademe customers.
2. Purchase behavior will not be related in authenticity in this paper.

Download the paper here : Modeling Consumer Authenticity – Blog Mini Paper – 1967 – 25 September 2013