A4 Article in conference proceedings
The Effects of Individual Values on Online Shopping Spending (2019)

Makkonen, M., Frank, L., & Kemppainen, T. (2019). The Effects of Individual Values on Online Shopping Spending. In A. Pucihar, M. Kljajic Borstnar, R. Bons, J. Seitz, H. Cripps, & D. Vidmar (Eds.), 32nd Bled eConference : Humanizing Technology for a Sustainable Society (pp. 969-994). University of Maribor. https://doi.org/10.18690/978-961-286-280-0.51

JYU authors or editors

Publication details

All authors or editors: Makkonen, Markus; Frank, Lauri; Kemppainen, Tiina

Parent publication: 32nd Bled eConference : Humanizing Technology for a Sustainable Society

Parent publication editors: Pucihar, Andreja; Kljajic Borstnar, Mirjana; Bons, Roger; Seitz, Juergen; Cripps, Helen; Vidmar, Doroteja


  • Bled eConference

Place and date of conference: Bled, Slovenia, 16.-19.6.2019

eISBN: 978-961-286-280-0

Publication year: 2019

Pages range: 969-994

Number of pages in the book: 1244

Publisher: University of Maribor

Place of Publication: Maribor

Publication country: Slovenia

Publication language: English

DOI: https://doi.org/10.18690/978-961-286-280-0.51

Persistent website address: http://press.um.si/index.php/ump/catalog/book/418

Publication open access: Other way freely accessible online

Publication channel open access:

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/65318


Although individual values have been found as important antecedents of human behaviour, their effects on online shopping behaviour remain poorly understood. In this study, we aim to address this gap in prior research by examining the effects of individual values on both total online shopping spending and the specific types of online shopping spending in terms of orders made (1) with traditional computers versus mobile devices, (2) from businesses versus other consumers, and (3) from domestic versus foreign online stores. The examination is based on the data from 565 Finnish online shoppers, which was collected via an online survey between February 2019 and March 2019 and is analysed by using structural equation modelling (SEM). The findings of the study suggest that stimulation and humility act as the most important antecedents of online shopping spending but there are also seven other individual values with interesting effects on specific types of online shopping spending.

Keywords: electronic commerce; mobile commerce; consumer behaviour; buying behaviour; values (conceptions); survey research

Free keywords: online shopping spending; individual values; mobile online shopping; business-to-consumer; consumer-to-consumer; domestic online stores; foreign online stores; online survey; Finland

Contributing organizations

Ministry reporting: Yes

Reporting Year: 2019

JUFO rating: 1

Last updated on 2023-10-01 at 15:25