<abstract xmlns="http://www.w3.org/1999/xhtml"><p>This paper has explored a pioneer model for online shopping behavior for natural flowers in Mauritius. Further to the extensive literature review, a survey method was adopted whereby 200 questionnaires were distributed to respondents using a non-probability convenience sampling method. The empirical estimates of the study have depicted that price, trust, reputation of retailers; education and age have an impact towards online shopping behavior for natural flowers, whilst gender and income do not influence customers. Correlation analysis also revealed that perceived ease of use, perceived usefulness, subjective norms, behavioral intention and attitudes impacted on the online shopping behavior for natural flowers. A pioneer conceptual model was also proposed in this paper, whereby, policy makers and practitioners of online business can use the model as a reference to pave the way to encourage online purchases. This research represents a different way of understanding online shopping behavior for natural flowers.</p></abstract>

This paper has explored a pioneer model for online shopping behavior for natural flowers in Mauritius. Further to the extensive literature review, a survey method was adopted whereby 200 questionnaires were distributed to respondents using a non-probability convenience sampling method. The empirical estimates of the study have depicted that price, trust, reputation of retailers; education and age have an impact towards online shopping behavior for natural flowers, whilst gender and income do not influence customers. Correlation analysis also revealed that perceived ease of use, perceived usefulness, subjective norms, behavioral intention and attitudes impacted on the online shopping behavior for natural flowers. A pioneer conceptual model was also proposed in this paper, whereby, policy makers and practitioners of online business can use the model as a reference to pave the way to encourage online purchases. This research represents a different way of understanding online shopping behavior for natural flowers.

Developing and Testing a Pioneer Model for Online Shopping Behavior for Natural Flowers: Evidence from Mauritius

Studies in Business and Economics

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

This paper has explored a pioneer model for online shopping behavior for natural flowers in Mauritius. Further to the extensive literature review, a survey...

Developing and Testing a Pioneer Model for Online Shopping Behavior for Natural Flowers: Evidence from Mauritius

Published Online: May 08, 2018

Page range: 128 - 147

DOI: https://doi.org/10.2478/sbe-2018-0011

Keywords
Online Shopping, Natural Flowers, Pioneer Model, Mauritius

© 2018 Pudaruth Sharmila et al., published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Developing and Testing a Pioneer Model for Online Shopping Behavior for Natural Flowers: Evidence from Mauritius

Published Online: May 08, 2018

Page range: 128 - 147

DOI: https://doi.org/10.2478/sbe-2018-0011

KeywordsOnline Shopping, Natural Flowers, Pioneer Model, Mauritius

© 2018 Pudaruth Sharmila et al., published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
Online Shopping, Natural Flowers, Pioneer Model, Mauritius