e-purchase intention of Taiwanese consumers : sustainable mediation of perceived usefulness and perceived ease of use

Massoud MOSLEHPOUR, Van Kien PHAM, Wing Keung WONG, Ismail BILGIÇLI

Research output: Journal PublicationsJournal Article (refereed)

12 Citations (Scopus)


This study proposes a new model by partially combining personality traits (PT) and Technology Acceptance Model (TAM) attributes to examine the influences of personality characteristics (conscientiousness, openness) and perception of technology (perceived usefulness, perceives ease of use) on e-purchase intention. We use truncate sampling technique and survey questionnaire to target the sample of Taiwanese online consumers and collect data. We find that consciousness (CON) (personality attribute) significantly influences perceived usefulness (PU) (technology perception attributes), perceived ease of use (PEOU) (technology perception attributes) and openness to experience (OPE) (personality attribute). PU, PEOU and OPE have significant impacts on e-purchase intention (INT). PEOU has the strongest positive impact on (INT). In addition, PU, PEOU and OPE combined together mediate the relationship between CON and INT. Further post hoc analysis of the mediation shows that both PU and PEOU are sustainable mediators. However, OPE is not a significant mediator.
Original languageEnglish
Article number234
Pages (from-to)no. 234
Issue number1
Publication statusPublished - 17 Jan 2018
Externally publishedYes



  • Conscientiousness
  • Online purchase intention
  • Openness to experience
  • Perceived ease of use
  • Perceived usefulness

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