CONSUMERS’ SHOPPING MEDIUM PROCLIVITIES FOR GOODS’ SCHEMA TESTED IN AN EMPIRICAL FRAME OF THEIR TRANSACTION COSTS AND RISK PROPENSITY
DOI: https://doie.org/10.10399/IJBE.2026217834
Dr. Framarz Byramjee
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Keywords:
Transaction Costs, Risk Propensity, Goods, Shopping Medium, Purchase Preference
Abstract:
This empirical inquiry elucidates the dynamics of consumers’ purchase process and patronage intention via shopping medium choice modeled as a function of their transaction costs and risk propensity. It adopts a nomologically validated research design for the buying scape articulated as respective combinations of search goods and experience goods with online shopping and traditional shopping modularity. The measures and measurement scales for the composite constructs were subject to validity and reliability assessments for empirical testing of their effects on shopping medium preference. Suited multivariate techniques like structural equations modeling, multiple regression, logistic regression, and moderator effects tests were utilized for the data analyses to ascertain the constituent roles of the consumers’ transaction costs and risk propensity explanans as parameters modeled within the spectrum of respective goods’ categories and purchase medium combinations to determine shopping medium preferences. The findings explicate congruent synergies among these factors influencing the confluence dynamics pertaining to interplays of goods and shopping medium. The statistically pertinent and substantively applicable implications of the results are discussed. Key limitations are noted which point to future research directive.