Consumer behaviour with negative emotion in e-tailing service environment

In this paper, we introduce a factor 'internet shopping anxiety' that influences the behaviours of online consumers while engaging in e-tailing services. In previous studies which deal with anxiety, consumer anxiety and its associated coping behaviours were of particular concern. Here, we explore and empirically validate the relationships between internet shopping anxiety and coping behaviour of online consumer, and use e-tailing service quality and trust in website (system) as moderating factors. All of the survey participants were screened with the shopping experience on retailers' websites and 221 questionnaires were returned. Internet shopping anxiety is found to have a negative relationship with active coping and expressive support-seeking, whereas it is positively associated with avoidance. The results also support our speculation of e-tailing service quality in interacting with internet shopping anxiety on online consumer coping.