Susceptibility to Online Shopping Influence and Online Shopping Advocacy Behavior: Role of Trust in Online Retailers

Despite the significant increased pace of online shopping, there remains a lack of insights on individual personality factors that drive consumers’ online shopping behaviors and their online shopping advocacy. Consequently, this research project introduces the concept of <em>consumer susceptibility to online shopping influence</em> (CSOSI) and explores its role in driving consumer online shopping advocacy intentions and behavior. The conceptual model contends that CSOSI drives online shopping enjoyment and satisfaction, which in turn affect consumer online shopping disposition; this disposition leads consumers to engage in greater levels of online shopping advocacy. The proposed research study also investigates the moderating role of trust in online retailers in key relationships in the conceptual model.