Self-Consciousness in Online Shopping Behavior

Self-consciousness can be considered as the internal disposition to direct attention oneself. This dispositional tendency focused on private aspects of self, but also public characteristics individual. We examine self-consciousness in online consumer behavior. concept has been poorly investigated research. The main objective this paper is analyze influence dimensions adoption shopping. study based a sample 725 Spanish undergraduates. Findings indicated that significant predictor shopping, and inversely affects perceived ease use usefulness. These results may have important implications segmentation users self-service technologies.