Effect of Consumers’ Perceived Financial Constraint on Online New Product Purchase Intention

The study reported here examined the relationship between online consumers’ perceived financial constraint and online new product purchase intention by focusing on the mediating effect of online consumers’ risk-taking tendency and moderating effect of online consumers’ online shopping impulsivity. Data from a survey of 209 students in three undergraduate classes and one professional master student class was used to conduct empirical study. Results found that the perceived financial constraint was negatively related to consumers’ online new product purchase intention while risk-taking tendency mediated this relationship significantly. In additional, consumers’ online shopping impulsivity was negatively moderating the relationship between online consumers’ perceived financial constraint and risk-taking tendency. Moreover, consumers’ online shopping impulsivity had a significant negative impact on perceived financial constraint. Finally, implications of the findings were discussed for preventing or reducing the perceived financial constraint from the perspective of online merchants and online consumers.