The Moderating Role of Consumer Education on the Intention to Buy a High Risk Product Online

A survey of 1,606 currently registered U. S. boat owners was conducted to determine their likelihood of purchasing a major durable (boat) in an online format along with the various factors and preferences to be considered in consummating such a purchase. Data from each respondent was gathered for the purpose of assessing their perceived personal risk in making such a purchase and to determine their personality traits with respect to technology, curiosity, and openness to new experiences. Respondents intention to buy this high risk product online was measured prior to and after providing education on the online purchase process that specifically addressed key risk factors. The results indicate that consumer education can change the likelihood of buying online but that the impact of education is mediated by the personality of the respondent. Specifically, a significantly greater change in interest in buying online was observed for personality types who are higher in openness to new experiences and curiosity as well as more comfortable with technology.