Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior
Tóm tắt
In this study, we consider the online consumer as both a shopper and a computer user. We test constructs from information systems (Technology Acceptance Model), marketing (Consumer Behavior), and psychology (Flow and Environmental Psychology) in an integrated theoretical framework of online consumer behavior. Specifically, we examine how emotional and cognitive responses to visiting a Web-based store for the first time can influence online consumers' intention to return and their likelihood to make unplanned purchases. The instrumentation shows reasonably good measurement properties and the constructs are validated as a nomological network.
A questionnaire-based empirical study is used to test this nomological network. Results confirm the double identity of the online consumer as a shopper and a computer user because both shopping enjoyment and perceived usefulness of the site strongly predict intention to return. Our results on unplanned purchases are not conclusive. We also test some individual and Web site factors that can affect the consumer's emotional and cognitive responses. Product involvement, Web skills, challenges, and use of value-added search mechanisms all have a significant impact on the Web consumer. The study provides a more rounded, albeit partial, view of the online consumer and is a significant steptowards a better understanding of consumer behavior on the Web. The validated metrics should be of use to researchers and practitioners alike.
Từ khóa
Tài liệu tham khảo
Andrews J. C., 1991, Advances in Consumer Research, 18
Anonymous, 1998, Internet World, 4
Assael Henry, 1992, Consumer Behavior and Marketing Action
Atkinson J. W., 1964, An Introduction to Motivation
Bagozzi Richard P., 1980, Causal Methods in Marketing
Berthon Pierre, 1996, J. Advertising Res., 36, 43
Blakney V. L., 1994, J. Managerial Issues, 6, 101
Chatterjee Samprit, 1995, A Casebook for a First Course in Statistics and Data Analysis
Clawson Pat, 1993, Electronic Media, 24
Cronbach L. J., 1971, Educational Measurement
Csikszentmihalyi Mihaly, 1977, Beyond Boredom and Anxiety
Dykema Evie Black, 1999, Forrester Res. Inc.
Eighmey John, 1997, J. Advertising Res., 37, 59
Engel James F., 1990, Consumer Behavior
Fishbein M., 1975, Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research
Forman Andrew M., 1991, J. Retailing, 67, 226
Ghani Jawaid A., 1991, Proc. 12th Internat. Conf. Inform. Systems, 229
Heijden Hans van der, 2001, Proc. 34th Hawaii Internat. Conf. System Sci.
Jarvenpaa Sirkka L., 1997, Electronic Marketing and the Consumer
Korgaonkar PradeepK., 1999, J. Advertising Res., 39, 53
Lohse Gerald L., 1998, CHI, 211
McQuarrie Edward F., 1992, Advances in Consumer Research, 19
Mehrabian Albert, 1974, An Approach to Environmental Psychology
Mitchell A. A., 1981, Advances in Consumer Research
Mittal Banwari, 1989, Advances in Consumer Research, 16
Morris Betsy, 1987, The Wall Street J., p. 13
Morrisette Shelley, 1999, The Forrester Rep.
Novak Thomas P., 1998, Abstr. INFORMS Marketing Sci. Internet Mini-Conf.
Nowlis Stephen M., 2000, Second Marketing Sci. Internet Conf.
Nunnally Jum C., 1967, Psychometric Theory
Park C. W., 1985, Research in Consumer behavior
Pedhazur E., 1991, Measurement, Design, and Analysis: An Integrated Approach
Pine Joseph B., 1995, Harvard Bus. Rev., 73, 103
Quelch John A., 1996, Sloan Management Rev., 37, 60
Quelch John A., 1981, Harvard Bus. Rev., 59, 75
Raman Niranjan V., 1997, Adv. Consumer Res., 24, 511
Raman Niranjan V., 1995, Proc. 1995 Conf. Amer. Acad. Advertising, 247
Reichheld Frederick F., 1990, Harvard Bus. Rev., 68, 105
Rice Marshall, 1997, Marketing News, 31, 12
Rotter J. B., 1966, Psych. Monographs: General and Appl., 80
Rowen Mark, 1999, Internet Retailing: The New Age of Retail
Shell Adam, 1994, Public Relations J., 50, 27
Sheth Jagdish N., 1997, Electronic Marketing and the Consumer
Tracy Bernadette, 1998, Avertising Age's Bus. Marketing, 83, 39
Xia Lan, 2000, Second Marketing Sci. Internet Conf.