The Impact of Self-Complexity on Attitudes towards Online Marketing and Buying Intentions: Using the Internet Addiction as a Moderator

Abstract

This study aims to examine the impact of self-complexity and Internet addiction on attitudes towards online marketing and buying intentions for online travelling products. Of 341 questionnaires distributed to subjects, 302 complete questionnaires were collected. This study uses the statistical package SPSS18.0- independent sample t-test, simple regression analysis, and two-way ANOVA to examine the hypotheses. The results are as follows: (1) Self-complexity and Internet addiction variables are positively related to attitudes toward online marketing and buying intention for online traveling products. (2) Attitudes toward online marketing are positively related to buying intentions for online traveling products. (3) There are interaction relationships between self-complexity and Internet addiction when examining their influences on attitudes toward online marketing for online traveling products and buying intention for online traveling products. Research findings in this study clarify the mutual relationships among attitudes towards online marketing, Internet addiction, self-complexity, and buying intentions. The findings also provide practitioners with rich marketing implication.

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