Consumer acceptance and use of online charity shops in the UK

This thesis explores the factors influencing consumer acceptance and use of online charity shops in the United Kingdom. The study extends the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) by replacing the Price Value construct with Perceived Value and incorporating three additional constructs: Altruistic Motivation, Need for Autonomy, and Need for Relatedness, derived from Self-Determination Theory (SDT). The research provides an understanding of behavioural intention (BI) and use behaviour (UB) within the emerging context of online charity shopping, contributing both theoretically and practically to the fields of consumer behaviour and charity sector (third sector).

Drawing on a conceptual framework informed by UTAUT2 and SDT, the study employed a quantitative research design, collecting data through an online survey distributed to a diverse sample of UK consumers. Structural equation modelling (SEM) using AMOS v28 was utilised to test hypotheses and assess relationships between variables. The measurement and structural models demonstrated strong fit indices (e.g., CFI = 0.980 for the CFA model, RMSEA = 0.045), indicating robust validation of the constructs and model.

Key findings reveal that Performance Expectancy (PE), Effort Expectancy (EE), Facilitating Conditions (FC), Social Influence (SI), Hedonic Motivation (HM), Perceived Value (PV), Altruistic Motivation (AM), and Need for Relatedness (NR) all have significant positive effects on Behavioural Intention (BI). Additionally, Facilitating Conditions (FC) and Behavioural Intention (BI) significantly influence Use Behaviour (UB). However, Habit (HT) and Need for Autonomy (NA) do not exhibit significant effects on BI or UB, suggesting that these factors may be less relevant in the altruistic and context-specific domain of online charity shopping. The thesis concludes by addressing the limitations of the research and offering valuable contributions to academia and policy makers.