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Predicting consumer intentions to shop online: An empirical test of competing theories
Abstract
The proliferation of commercial Web sites providing consumers with a new medium to purchase products and services has increased the importance of understanding the determinants of consumer intentions to shop online. This study compared the technology acceptance model and two variations of the theory of planned behavior to examine which model best helps to predict consumer intentions to shop online. Data were gathered from 297 Taiwanese customers of online bookstores, and structural equation modeling was used to compare the three models in terms of overall model fit, explanatory power and path significance. Decomposing the belief structures in the theory of planned behavior moderately increased explanatory power for behavioral intention. The results also indicate that the decomposed theory of planned behavior provides an improved method of predicting consumer intentions to shop online. Finally, the implications of this study are discussed.
... The convenience non-random sampling technique was used to obtain 468 respondents. Purchase intention can be measured using a measuring instrument from Hsiu-Fen Lin [42]. Celebrity endorsement is measured using a questionnaire from Rachbini [23] which uses three aspects, namely, attractiveness, source trustworthiness, and source expertise. ...
... Based on the Decomposed Theory of Planned Behavior model proposed by Lin [42], eWOM is part of external influences, one of which refers to mass media. Mass media channels are all means of transmitting messages involving mass media, such as radio, television, newspapers, and so on, which allow the source of one or several individuals to reach a large audience [46]. ...
... Various comments read by consumers will affect their perception regarding the product [41]. Lin (2007) revealed that subjective norms refer to consumer perceptions regarding the use of online shopping. In this study, subjective norms are consumer perceptions related to smartphone products or known as brand image. ...
Advertising and marketing face rapidly changing situations and conditions. The decline in the number of traditional media audiences combined with the increased use of the internet and social media has created a new order, including in marketing communications. The following paper presents two applied studies that link purchase intention with eWOM, brand image, and celebrity endorsement on social media in generation Z through online stores. Quantitative methods are used by distributing questionnaires through social media. The number of respondents in the first study was 394, and in the second study, it was 468. The result of the first study showed that (1) eWOM has a positive and significant relationship with purchase intention and (2) brand image does not function as a mediator between eWOM and purchase intention. The result of the second study was a significant relationship between celebrity endorsement and purchase intention with a correlation value of 0.312 and p < 0.05. From these two studies, discussion, conclusions, and implications are drawn.
... If a viewer's attitude toward an ad is positive, the viewer is more likely to plan to purchase the product or service. According to a study that was conducted on online websites, customers are likely to form a positive or favorable attitude toward an ad under specific circumstances, including the convenience of online shopping and customers' acceptance toward online shopping (Lin, 2007). The authors further explained that when the customer has a positive attitude, the customer is more likely to plan to purchase the product or services (Lin, 2007). ...
... According to a study that was conducted on online websites, customers are likely to form a positive or favorable attitude toward an ad under specific circumstances, including the convenience of online shopping and customers' acceptance toward online shopping (Lin, 2007). The authors further explained that when the customer has a positive attitude, the customer is more likely to plan to purchase the product or services (Lin, 2007). ...
... When the user perceives personalized ads as tailored and customized to match their preferences and needs, the user will trust the ad and perceive it as credible, leading to lower ad avoidance and a favourable ad attitude. Lin (2007) documented that when the online user has a positive ad attitude toward website ads, they are likely to plan to purchase the product or services. Xu ( 2006 ) also found that personalized ads are one of the most significant factors that affect the customer's attitudes toward the ad. ...
Due to the proliferation of social media, numerous opportunities are arising for marketers and businesses to market their products and services and effectively influence purchasing intentions through social media applications, including Instagram. Hence, the purpose of this study is to investigate the impact of Instagram personalized advertisements on the customer's purchasing intentions in the Saudi Market and to identify the factors that influence purchasing intentions upon exposure to personalized Instagram ads. These factors are ad credibility, ad avoidance, and ad attitude. The sample of this study was 500 participants (both males and females) who are active users of Instagram. The quantitative approach was used to collect and analyze the data in this study. The research data were obtained using an online questionnaire and analyzed using SPSS software. The findings indicated that Instagram personalized ads positively influence ad attitude, which positively affects the customer's purchasing intention. The finding of this study will be useful for marketers and businesses using personalized Instagram ads as a marketing tool to influence the customer's purchasing intention. It will help marketers create more effective personalized Instagram ads that increase ad credibility and reduce customers' tendency to avoid the ad, ultimately leading to enhanced purchasing intention.
... The DTPB was later developed by [9] by extending the theory of planned behavior (TPB) and identifying the beliefs and factors directly affecting ATT, SN, and PBC through BI. According to prior research by [9,14,17], the DTPB model outperforms other models such as TAM, TPB, and UTAUT because it better reflects potential adopters' intention to utilize Mobile banking services. Even though there have been numerous studies on accepting mobile banking, it is still uncommon to come across research that employs DTPB [14]. ...
... ATT refers to "an individual's positive or negative feelings toward performing the target behavior" [9]. [17] further proposed decomposing and viewed ATT as including three components, namely perceived usefulness (PU), perceived ease of use (PEOU) and compatibility (COMP). PU refers to the degree to which a person believes that using a specific system will improve his or her job performance [18], while PEOU refers to the degree to which the user expects the target system to be effortless [7,19]. ...
... The second dimension, FC evaluates the availability of resources required to perform specific activities, such as using mobile banking. Other studies, such as [17,20] validate the significance of the PBC structure (SEF and FC), increasing confidence in the validity and reliability of the proposed structure. This study includes examining PBC factors that promote the use of mobile banking services. ...
This study examines the factors of mobile banking adoption by 1162 bank customers during the Covid-19 pandemic. The data collection was analyzed using PLS-SEM with Smart PLS 4.0. This study extends the decomposed theory of planned behavior (DTPB) model by disease risk, trust, and a five-dimensional perceived risk. Based on the findings, disease risk, attitude, perceived behavior control, and trust influence customers' intention to use mobile banking, whereas subjective norm and perceived risk had little impact. Disease risk has the greatest influence indicating the danger posed by the pandemic in using cash as payment. As a result, banks must focus on mobile banking innovation tailored to customer needs, user-friendly, easier to navigate and enable banking services for daily use.
... The DTPB was later developed by [9] by extending the theory of planned behavior (TPB) and identifying the beliefs and factors directly affecting ATT, SN, and PBC through BI. According to prior research by [9,14,17], the DTPB model outperforms other models such as TAM, TPB, and UTAUT because it better reflects potential adopters' intention to utilize Mobile banking services. Even though there have been numerous studies on accepting mobile banking, it is still uncommon to come across research that employs DTPB [14]. ...
... ATT refers to "an individual's positive or negative feelings toward performing the target behavior" [9]. [17] further proposed decomposing and viewed ATT as including three components, namely perceived usefulness (PU), perceived ease of use (PEOU) and compatibility (COMP). PU refers to the degree to which a person believes that using a specific system will improve his or her job performance [18], while PEOU refers to the degree to which the user expects the target system to be effortless [7,19]. ...
... The second dimension, FC evaluates the availability of resources required to perform specific activities, such as using mobile banking. Other studies, such as [17,20] validate the significance of the PBC structure (SEF and FC), increasing confidence in the validity and reliability of the proposed structure. This study includes examining PBC factors that promote the use of mobile banking services. ...
This study examines the factors of mobile banking adoption by 1162 bank customers during the Covid-19 pandemic. The data collection was analyzed using PLS-SEM with Smart PLS 4.0. This study extends the decomposed theory of planned behavior (DTPB) model by disease risk, trust, and a five-dimensional perceived risk. Based on the findings, disease risk, attitude, perceived behavior control, and trust influence customers' intention to use mobile banking, whereas subjective norm and perceived risk had little impact. Disease risk has the greatest influence indicating the danger posed by the pandemic in using cash as payment. As a result, banks must focus on mobile banking innovation tailored to customer needs, user-friendly, easier to navigate and enable banking services for daily use.
... The Technology Acceptance Model (TAM) (Davis 1989) was mainly used by earlier studies investigating mobile banking adoption (Ha et al. 2012;Lin 2007;Sudarsono et al. 2022). However, previous studies also concluded that the decomposed theory on planned behavior (DTPB) framework outperformed other models such as TAM and the theory of planned behavior (TPB) by better explaining bank consumers' intentions in adopting mobile banking services (Giovanis et al. 2019;Lin 2007). ...
... The Technology Acceptance Model (TAM) (Davis 1989) was mainly used by earlier studies investigating mobile banking adoption (Ha et al. 2012;Lin 2007;Sudarsono et al. 2022). However, previous studies also concluded that the decomposed theory on planned behavior (DTPB) framework outperformed other models such as TAM and the theory of planned behavior (TPB) by better explaining bank consumers' intentions in adopting mobile banking services (Giovanis et al. 2019;Lin 2007). The TPB framework by Ajzen (1991) describes that Behavioral Intention (BI) influences actions to adopt technology services are influenced by Attitude (ATT), Subjective Norm (SN), and Perceived Behavior Control (PBC) (Lin 2007). ...
... However, previous studies also concluded that the decomposed theory on planned behavior (DTPB) framework outperformed other models such as TAM and the theory of planned behavior (TPB) by better explaining bank consumers' intentions in adopting mobile banking services (Giovanis et al. 2019;Lin 2007). The TPB framework by Ajzen (1991) describes that Behavioral Intention (BI) influences actions to adopt technology services are influenced by Attitude (ATT), Subjective Norm (SN), and Perceived Behavior Control (PBC) (Lin 2007). TPB was refined by Taylor and Todd (1995) into the DTPB model (Taylor and Todd 1995). ...
A new normal has been established as a result of the effects of the COVID-19 pandemic on social behavior, technology, and business. This has a significant effect on how technology is used, such as mobile banking services, which offer more hygienic and secure payment alternatives than cash. Mobile banking has been viewed as having the ability to enhance access to unbanked customers in developing economies such as Indonesia, where 100 million people remain unbanked. This study aims to develop strategies using importance-performance analysis (IPA) to improve adoption based on the perceived importance and performance of 1441 mobile banking users during the COVID-19 pandemic. Data were collected using an online questionnaire administered during the period of September 2022 to March 2023 using the mobile banking adoption attributes of Attitude, Perceived Usefulness, Perceived Ease of Use, Compatibility, Subjective Norm, Interpersonal Influence, External Influence, Perceived Behavior Control, facilitating conditions, self-efficacy, firm reputation, trust, disease risk, performance risk, financial risk, privacy risk, time risk, psychological risk, and perceived risk. IPA results were divided into four quadrants: “concentrate here”, “keep up the good work”, “low priority”, and “possible overkill” with a representation that respondents regard as important and well-addressed. The findings show that bank strategists seeking competitive advantage must push innovation efforts to protect users by improving privacy risk and financial risk and enhancing mobile banking security from potential cyberattacks. Digital banks and associated institutions need to educate mobile banking customers on the benefits of security measures for these services, which may improve confidence and trust, and consequently, accelerate mobile banking adoption.
... (Davis, 1986). In this study, perceived ease of use for online purchasing refers to the degree to which the prospective consumer expects the online purchases to be free of effort (Chiu et al., 2005); perceived ease of use affects both perceived usefulness (Casaló et al., 2010;Mohamad et al., 2021) and attitude (Lin, 2007). Hotel guests will develop positive attitudes toward using hotel websites if such systems are perceived as useful and easy to use (Morosan, 2010). ...
... Perceived usefulness for online purchases can be defined as the prospective consumer's subjective probability that using the internet will efficiently facilitate their purchasing (Chiu et al., 2005). Perceived usefulness can be one of the determinants to predict whether or not they will use online booking (Agag & El-Masry, 2016a); perceived usefulness also directly influences attitude (Lin, 2007). Perceived usefulness is a fundamental component of technology adoption in the hotel industry (Morosan, 2010). ...
... Online hotel booking intention is defined as the desire of consumers to book hotel rooms through a hotel website (Lien et al., 2015) or the condition in which customers are willing and have the intention to participate in an online transaction for booking a hotel room (Saw et al., 2015). Lin (2007) confirmed that the online booking behavior intention of tourists has a positive influence on the real/ actual online booking behavior. Real tourist behaviors are influenced not only by stimulations from the significant environment but also by the behavioral intention of the tourist (Lin et al., 2010). ...
The purpose of this study was to offer a new conceptual framework based on a combination of the TPB model, the TAM model, and two additional constructs consisting of eWOM and pricing value called the E-P-TAM-TPB model, and to assess the model's implications on hotel selection behavior. This study empirically examines the E-P-TAM-TPB model to evaluate and validate domestic tourists' online hotel booking intentions by using the partial least squares structural equation modeling (PLS-SEM) approach. The data was collected from 355 domestic tourists who booked the room via the hotel website. The major findings of this study indicated that the E-P-TAM-TPB model has a positive significant influence on online hotel selection behavior. The results revealed that all proposed hypotheses were declared supported. Future studies should build on the framework by incorporating potential moderators to better understand how different groups of customers behave online in different segments of the hospitality industry. Managers must not only develop an easy booking process but also provide price value information to attract or impress clients. Tourists can compare room rates with other hotel websites and OTAs.
... Here, attitude is defined as one's favorable and non-favourable intention to buy (Ajzen, 1991). In the realm of virtual shopping, Lin (2007) clarifies that attitude pertains to consumers' overall feelings of favorableness or unfavorable Ness concerning using the internet to buy products from retail websites. This alignment between consumer attitude and intention is supported by research indicating there is a positive significant behavior of attitude and buying intention with reference to online shopping (Ha, 2020;Ha et al., 2019;Yoh et al., 2003). ...
... This alignment between consumer attitude and intention is supported by research indicating there is a positive significant behavior of attitude and buying intention with reference to online shopping (Ha, 2020;Ha et al., 2019;Yoh et al., 2003). This correlation finds backing in many empirical studies as well (Ha, 2020;Ha et al., 2019;Lin, 2007;Pavlou & Fygenson, 2006). ...
Online shopping is a widely acknowledged phenomenon in the Kingdom of Saudi Arabia (KSA), with platforms like Noon and Amazon.sa serving as prominent destinations for millions of users. Driven by both utilitarian and hedonic motives, users in KSA actively engage in online shopping activities. While existing literature highlights the significance of self-escapism as a fundamental hedonic motivation, users' attitude towards online buying and purchasing behavior remain understudied. This study explores dimensions of users' self-escapism which includes self-suppression and self-expansion motivation in the context of online shopping in KSA and its direct and mediated effects on their attitude and buying behavior. The research is based on the collection of data from 219 users of noon.com and amazon.sa in KSA through an online survey. The findings of this study reveal that users' self-escapism motivation in online shopping engagement is a two-dimensional construct, encompassing self-suppression and self-expansion factors. This motivation directly influences customers' engagement with online shopping. The study identifies mediating roles of attitude toward online shopping intention during users' online buying experiences. This research provides valuable insights into the motivations of users who turn to online shopping as a means of self-regulation in the KSA context. Sellers can leverage these perceptions to create online shopping environments that cater to the self-escapism needs of users, thereby influencing and encouraging them to make online purchases.
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... In the first part, there are six statements to determine the demographic characteristics of the participants. In the second, third, and fourth parts of the questionnaire, there are scale questions belonging to the Theory of Planned Behavior, which was used in Lin [22] study and proved its validity and reliability to understand attitudes towards Turkish goods. The questions were asked of the participants by adapting them to Turkish goods. ...
... Planned behavior, behavioral intention and actual behavior scales in the questionnaire planned to be used in the research were taken from Lin [22]. In order to check the suitability of the three sub-dimensions of the planned behavior scale, a pre-test was conducted on a group of 50 people, and confirmatory factor analysis was applied to the scale with the data obtained. ...
Article History Keywords Consumer attitude Consumer behavior Immigrant Purchase behavior Regular immigrant Theory of planned behavior. This paper investigates the examination of Turkish-made products with the theory of planned behavior. The exploration of regular immigration, encompassing individuals relocating to other countries either temporarily or permanently for various reasons, stands as a prominent subject in current international research. This article examines the attitudes of regular immigrants towards products made in Turkey, employing the theory of planned behavior. In the research, where the quantitative research method was followed, regular immigrants residing in Turkey were selected as the research population. A survey was used as a data collection technique in the research, and the prepared survey form was applied online to regular immigrants currently residing in Turkey, and 444 responses were obtained. The obtained data were analyzed using AMOS and SPSS 26.0 statistical programs, and according to the research questions, correlation and regression analyses were applied. The findings showcase that the attitudes, subjective norms, and perceived behavioral controls of regular immigrants towards Turkish-made products significantly influence their behavioral intentions. Moreover, these intentions have a positive effect on their actual product usage or purchases. Notably, individuals exhibit favorable behavioral intentions towards Turkish products, which has a significant positive effect on their purchasing behavior. Since this study focuses specifically on Turkey, a host to one of the largest immigrant populations globally, and aims to dissect the impact of migrated country products on consumption preferences in multiple ways, it is important. Contribution/ Originality: Our originality is the study of Turkish-made products among regular immigrants in Turkey within the framework of the theory of planned behavior. The statistical findings obtained serve as a resource for companies and academia in Turkey, one of the countries that receives the most regular immigrants in the world.
... Giả thuyết này đã cho rằng thái độ ảnh hưởng đến ý định sử dụng công nghệ. Trong lĩnh vực thương mại điện tử, thái độ được hiểu là đánh giá theo chiều hướng tốt hoặc không tốt của người dùng khi mua hàng trực tuyến từ Website bán lẻ hoặc ứng dụng Internet (Lin, 2007). Với việc phát triển nhanh chóng của thời đại 4.0 cần phải lan tỏa, tạo ra hiệu ứng đám đông tạo ra được những sự chú ý và đánh giá tốt (thái độ) khi mua hàng online, và điều đó sẽ thúc đẩy ý định mua sắm trên sàn TMĐT (Nguyễn Quang Thu và Lưu Thị Kim Tuyến, 2018). ...
Tóm tắt. Nghiên cứu các nhân tố ảnh hưởng đến ý định lựa chọn sàn Thương mại điện tử (TMĐT) để kinh doanh của giới trẻ Việt Nam được thực hiện trong bối cảnh kinh doanh trực tuyến trên sàn TMĐT đang phát triển và có rất nhiều người, đặc biệt là giới trẻ muốn tham gia vào thị trường này. Mục tiêu của nghiên cứu là đánh giá số lượng và mức độ ảnh hưởng của các nhân tố đến ý định của giới trẻ Việt Nam trước khi chọn sàn TMĐT để kinh doanh. Dựa trên phương pháp nghiên cứu định tính và định lượng để khảo sát trực tuyến 500 bạn trẻ Việt Nam có ý định kinh doanh online và phân tích mô hình cấu trúc tuyến tính SEM bằng phần mềm SmartPLS. Kết quả cho thấy cả 10 giả thuyết đều được chấp nhận. Trong đó nhân tố hữu ích, nhận thức dễ sử dụng và thái độ được các bạn trẻ đánh giá cao hơn các nhân tố còn lại. Từ đó, đem đến cái nhìn tổng quan và hàm ý quản trị phù hợp cho cả giới trẻ và chủ sàn thương mại điện tử. Từ khóa. Giới trẻ Việt Nam, Sàn thương mại điện tử, Thương mại điện tử, Kinh doanh trực tuyến, ứng dụng Thương mại điện tử. Abstract. The study on factors influencing Vietnamese youth's intention to apply e-commerce platforms for business was conducted within the context of the growing online business on e-commerce platforms, attracting many individuals, particularly the young demographic, eager to enter this market. The research aims to evaluate the number and extent of these factors' influence on the intentions of Vietnamese youth when selecting an e-commerce platform for business. Employing both qualitative and quantitative research methods, an online survey of 500 young Vietnamese individuals intending to engage in online business was conducted, and the data was analyzed using Structural Equation Modeling (SEM) with SmartPLS software. The results indicate that all 10 hypotheses were accepted. Notably, the factors of perceived usefulness, perceived ease of use, and attitude were rated higher by the youth compared to other factors. Consequently, this provides an overview and appropriate managerial implications for youth and e-commerce platform owners. 1 GIỚI THIỆU Sự phát triển của Internet ngày nay phải ví nhanh như vũ bão, kéo theo đó là sự bùng nổ của các dịch vụ thông qua Internet trong đó không thể không nhắc đến lĩnh vực thương mại điện tử trên Internet. Điều đó đã hối thúc nhiều doanh nghiệp, bao gồm cả doanh nghiệp truyền thống hay mới nổi, các doanh nghiệp vừa và nhỏ, đều xem xét và thích nghi hoặc mở ra rộng hơn hoạt động kinh doanh của mình thông qua các nền tảng TMĐT. Không chỉ thế, kinh doanh qua mạng cũng là một nguồn cảm hứng lớn cho sự sáng tạo và tinh thần của giới trẻ nói chung và giới trẻ Việt Nam nói riêng. Với vốn khởi nghiệp thấp và khả năng tiếp cận đối tượng khách hàng lớn, nhiều thanh niên trẻ đã bắt đầu khởi nghiệp kinh doanh qua mạng. Trước bối
... The Perceived Usefulness scale was adapted from Siagian et al. [36] to capture students' beliefs regarding whether AI tools could enhance their English learning performance. Items address how effectively AI shortens task completion times, boosts language abilities, and improves overall course engagement. ...
This study specifically investigates the initiation phase of EFL learners' engagement with AI tools, focusing on how technology acceptance constructs perceived usefulness (PU), perceived ease of use (PEOU), and perceived self-efficacy (PSE) influence learning resilience. Drawing on an optimized Technology Acceptance Model (TAM) and integrating constructs from positive psychology, the study examines the chain-mediated effects of learning motivation (LM) and metacognitive strategies (MS) on resilience outcomes, operationalized through optimism (OP), psychological resilience (PR), and growth mindset (GM). A survey of first-year English majors (N = 730) was conducted, and structural equation modeling was employed to analyze the data. The findings indicate that favorable perceptions of AI tools are significantly associated with enhanced LM and MS, which in turn positively impact resilience measures. These results suggest that the interplay between technology acceptance and internal regulatory processes is vital in shaping EFL learners' early experiences with AI-assisted learning. Practical implications for educators and researchers are discussed, with an emphasis on promoting user-friendly and effective AI environments to support the development of adaptive learning behaviors.
... the individual's attitude, subjective norms or social pressure and perceived behavioural control. The TPB has been used in the consumer decision-making literature in a variety of contexts (Lin, 2007), including in the context of food choice, where it has been used to identify the motivational factors underlying the choice of one product over another (Nardi et al., 2019;Sogari et al., 2024) and to predict consumers' behaviour and intentions towards organic products (Armitage and Conner, 2001). ...
The increasing complexity of global food supply chains has heightened consumer concerns about food safety, quality and authenticity, and triggered a growing demand for transparency-enhancing technologies such as blockchain. This study examines the factors influencing consumers’ intention to purchase organic pasta with blockchain-based traceability using an extended Theory of Planned Behaviour (TPB) framework. In addition to the traditional TPB constructs (attitudes, subjective norms and perceived behavioural control), the study incorporates trust in quality certifications and attitudes towards blockchain technology to provide a comprehensive analysis of decision-making processes. The data was collected via an online survey of 190 Italian respondents and analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results show that subjective norms, perceived behavioural control and attitudes towards technology significantly influence purchase intentions, while trust in quality certifications and attitudes towards the traceability of blockchain are not significant. These findings suggest that while blockchain technology is recognised for its potential to improve transparency, its practical benefits are not yet fully understood or appreciated by consumers. This study contributes to the literature on consumer behaviour in the agri-food sector and provides practical insights for policy makers and marketers to promote blockchain-based traceability systems through consumer education, simplified technological interfaces and social acceptance strategies.
... [5] Pemerintah daerah harus menerapkan prinsip akuntabilitas dalam mengelola keuangan daerah karena mengingat daerah memiliki hak, wewenang dan kewajiban daerah untuk mengatur dan mengurus sendiri urusan pemerintahan dan kepentingan masyarakat setempat baik itu penerimaan maupun pengeluaran daerah, yang tertuan dalam pasal 1 ayat 6 UU 23 tahun 2014 tentang otonomi daerah. [16] Dalam mewujudkan tata kelola pemerintah daerah baik diperlukan sarana pendukung dan sumber daya manusia yang berkompeten serta teknologi informasi yang memadai dan dapat diandalkan [4] . Salah satu bentuk sistem informasi modern saat ini yang membantu terciptanya prinsip akuntabilitas, efisiensi dan mempermudah pelayanan publik di dalam pemerintah daerah Kabupaten Banyuwangi yaitu E-PAD (Sistem Elektronik-Pendapatan Asli Daerah) [22]. ...
This research aims to determine the effect of convenience on the implementation of E-PAD on hotel taxes by intervening taxpayer satisfaction, the influence of user perceptions on the implementation of E-PAD on hotel taxes in Banyuwangi district with the intervening variable taxpayer satisfaction. This research method uses a quantitative method with data collection techniques using a Google Form questionnaire. The collected data was analyzed with the help of the SmartPLS 4.0 software application. The research results show that the variables of convenience and user perception have a positive effect on the implementation of E-PAD on hoyel taxes by using taxpayer satisfaction interventions.
... Birçok araştırmacı daha önce geliştirilen ve geçerliliği ölçülen teorilerin İnternet üzerinden alışverişte de kullanılması ile ilgili görüş belirtirken (Ahuja vd., 2003;Turan, 2011;Kim, 2012;Kalia, Singh ve Kaur, 2016) diğer bir kısmı yeni yaklaşımlar üzerinde çalışmışlardır. İnternet alışverişin bütün avantajlarına rağmen, yine de tüketiciler tarafından geleneksel pazarlama tekniklerinin tercih edildiği de bir gerçektir (Lin, 2007;Turan, 2011). İnternet alışverişinin tercih edilmemesinin ana nedeni güven olarak gösterilmektedir. ...
In this study, it is aimed to search the expectations of consumers in the context of internet shopping behaviour. The research covers the groups of consumers who shop via internet. As the sampling method Convenience Sampling Method utilized in non-probability sampling has been selected as this method is simple and used widely. Research data were obtained from 391 consumers using face to face interview technique. In total, the research is based on three topics: “pre-shopping”, “shopping security and delivery” and “comparison of the post-shopping situation”. The results of the research can be summarized as follows: Considering the expectations regarding pre-shopping services; “the inclusion of technical specifications of the product”, “the product being a reliable brand”, “the customer service department providing satisfactory information about product features” and “the fact that the site enables ease usage possibilities” were considered as very important factors by the participants.
Considering the expectations regarding shopping security and delivery of the product; “the timely and complete delivery of the product”, “the possibility of other payment transactions (wire transfer, EFT, payment at the door, and etc.) except for credit card” and “shipping time” were found as very important factors by consumers.
While analyzing the expectations regarding post-shopping services; “quickness of feedback and prompt solution to customer complaints”, “the customer service department's good attitude towards customer complaint” and “free refund” was specified as very important factors by consumers. Considering the expectations regarding pre-shopping services; the level of participating to the expression “the presence of sales statistics of the product on the website” was medium size; thus, it is considered as one of the least important factors.
... Moslehpour 30 studied the intention to use online shopping platforms based on TAM and PT theory, the consequences exhibit that customers' satisfaction with the platform positively affects their perceived value and has a good sized influence on their intention to choose an online shopping platform. Lin's findings 31 indicate that customers' attitudes toward the platform have a significant effect on their willingness to choose that online shopping platform. ...
This study focuses on the newly created online shopping platform for cosmetics and skincare, and based on the perceived value theory and rational behavior theory. It constructs a mechanism model between platform satisfaction, customer perceived value, and personal subjective willingness. It also conducts regression analysis on the collected 540 sample data and finds that: platform satisfaction will have an impact on the willingness to use the new platform, and customer perceived value and individual subjective willingness play a mediating role. In addition, after empirical testing, it finds that: platform use cost has a higher impact on the willingness to use the new platform than platform use risk. Customer-perceived value plays a higher mediating role than individual subjective willingness. These conclusions can provide practical reference for the construction of new cosmetics and skincare platforms as well as the reform and innovation of traditional cosmetics and skincare platforms.
... Consequently, the more employees recognize that the systems will make their tasks easier to perform; the higher the probability that they will use it and accept the new technology as being useful (Dillon and Morris, 1996). TAM model was based on the theory of reasoned action which posits that social behavior is motivated by an individual attitude which is designed to predict information system use (Lin 2007). ...
The study examines the computerization of the service delivery of deposit money banks in Nigeria. Specifically, the study examines the effects of ATM, POS and Internet banking on the service delivery of deposit money banks in Nigeria. The researcher adopted an ex-post facto research design used in collecting data. Descriptive statistics and multiple linear regression tools with the aid of E-Views were used to analyse the data and the findings show that; ATM transactions had a significant negative relationship with the service delivery of deposit money bank in Nigeria(the P-value is 0.01707 while the t-statistics is 2.578346); POS transactions had no significant effect on the service delivery of deposit money bank in Nigeria(P-value is 0.3966 while the t-statistics-0.849849); and Internet banking had the non-significant positive effect the service delivery of deposit money bank in Nigeria (P-value is 0.009 while the t-statistics-3.649302). Overall, the findings suggest that Banks should focus on enhancing the reliability, security, and user experience of ATM and Internet banking services. Addressing common issues such as transaction failures, security concerns, and complicated interfaces could help mitigate the negative impact on customer deposits. The study's results highlight valuable insights for policymakers and bank management, aiding in the formulation of strategies to enhance electronic banking services in Nigeria.
... Research by Han et al. (2018) and Yulianita (2018) explain that subjective norms positively correlate with online shopping intentions. This shows that community encouragement, reference groups such as family members and friends, and various rules and regulations around individuals have an important role in consumers' intentions to shop online (Lin, 2007). ...
This study aims to integrate TAM and TPB to provide the best model to help predict the online shopping intentions of Shopee marketplace consumers. The sampling techniques in this study combine purposive and snowball sampling, in which 234 respondents were obtained from several islands in Indonesia. This research uses three software for data processing and testing: Microsoft Excel, IBM SPSS Statistics version 26, and IBM AMOS version 24. The findings of this study are: (a) perceived ease of use positively affects attitude, (b) perceived usefulness does not positively affect attitude, (c) perceived ease of use positively affects perceived usefulness, (d) attitude positively affects purchase intention, (e) subjective norms positively affect purchase intention, and (f) perceived behavioral control positively affects purchase intention. The findings indicate that the Technology Acceptance Model and Theory of Planned Behavior can be integrated to provide a better research model for predicting consumer intentions to shop online.
... According to the study's final hypothesis, the online risk factor perceived by the Z generation while shopping had no significant effect on their showrooming intention. According to the literature, consumers have reservations about shopping on the internet (trust, performance), so they prefer physical stores (Lin, 2007;Iqbal, 2019) However, no relationship between online risk and showrooming intention could be found in the current study. ...
The concept of showrooming is an important concept that has recently entered the marketing literature. Showrooming is defined as buying a product on a website after visiting a physical store and inspecting a product that consumers intend to buy. Showrooming behavior, which has grown in importance with the development of electronic commerce in recent years, has increased in line with opportunities such as lowering the performance and financial risks associated with the product to be purchased, as well as the possibility of purchasing the relevant product cheaper or in greater quantities on internet sites. As a result, the issue of showrooming must be highlighted, and academic research is required. The current study aims to reveal the effects of customer service, money saving and online risk factors on the showrooming intentions of university students, referred to as the Z generation. The convenience sampling method, one of the non-random sampling methods, was used in the research for this purpose, and the data were collected using the survey technique. The prepared survey form was converted into an online survey using Google Form, and the link to the online survey was sent to university students. It was determined that 441 students took the survey between January 1, 2022 and February 1, 2022, which was determined to be the data collection period. The data was analyzed using the SPSS and AMOS package programs. As a result of the analyses, it was discovered that customer service and money saving factors has positive and significant effects on showrooming intention; however, the online risk factor has no effect on showrooming intention. These findings contribute significantly to the literature and practice of understanding the showrooming intentions of the Z generation.
... The researcher adopted TAM, specifically a tailored model, to explain the potential influence of external variables on online purchase intention through perceived usefulness. Perceived usefulness is defined as the consumer belief that online pharmacy will be more beneficial than the traditional brick-and-mortar pharmacy system (Lin, 2007). Studies reveal that perceived usefulness directly impacts purchase intention for non-adopters of web shopping, which becomes insignificant in the case of experienced e-shoppers (Crespo et al., 2009). ...
Purpose
Despite the digital penetration in the larger consumer market, the adoption of e-pharmacy services is reported to be very low in emerging economies like India. In this context, the purpose of the current study is to examine the influence of consumers’ risk perception on their intention to purchase medicines/pharmaceuticals through online pharmacies. Furthermore, the study seeks to understand to what extent the perceived usefulness of online pharmacy mediates the relationship between different dimensions of perceived risk and purchase intention.
Design/methodology/approach
The study was conducted among a sample of 800 consumers in India who are familiar with online e-commerce. To ensure the homogeneity of the sample and hence the generalizations of results, inclusion criteria were set as not to include respondents who have made a prior purchase through e-pharmacy services. Self-reporting questionnaires were administered among the respondents, who were selected through a purposive and convenience sampling method. Measurement modeling and path analysis were done using IBM SPSS 23.0 and AMOS 24.0 to test the hypotheses and draw inferences.
Findings
Results revealed that consumers’ risk perceptions, such as financial, product, source and privacy risks, had a significant direct and indirect effect on their intention to purchase medicines through online pharmacies. India is the major universal provider of generic medicines. The insights gained from this study can help policymakers, corporates, consumers, distributors, retailers and marketing managers to frame effective strategies for improved usage of online platforms for procuring medications.
Originality/value
This study is pioneering in conceptualizing and testing a theoretical model linking consumers’ risk perceptions, perceived usefulness and intention to purchase through online pharmacies, particularly in the context of an emerging economy like India. Implications regarding facilitating and nurturing a conducive platform for online purchasing medicines and its outcomes are elaborated, thus striving to fill a gap in the existing literature. By examining the proposed framework through the lens of the technology acceptance model and theory of risk perception, this study seeks to add to the emergent literature on online pharmacies, especially in emerging economies with huge market potential.
... Fenomena yang terjadi saat ini ialah sayuran hidroponik yang dibeli melalui media sosial cenderung lebih mahal dibandingkan dengan membeli secara langsung; hal ini dikarenakan adanya tarif biaya ongkos kirim yang harus dikeluarkan oleh konsumen agar produk yang dibeli sampai ke tangan konsumen. Perilaku konsumen dalam berbelanja online berubah dibandingkan saat berbelanja secara offline (Lin, 2007). Alasan pentingnya berbelanja online bukan semata-mata hanya karena kemudahan saja tetapi juga dilihat dari faktor-faktor yang lain (Hansen et al., 2004;Purnamasari & Ismunandar, 2020;Rahmalia et al., 2022;Wang & Qu, 2017). ...
Hydroponics farming is an urban farming system that is being developed and marketed through social media.. The phenomenon that occurs is that hydroponic vegetables purchased via social media tend to be more expensive than those purchased directly due to shipping costs, however there are some consumers who choose to switch their purchases from conventional to online. The purpose of this study are to analyze the types of digital marketing platforms that are most widely used by consumers in purchasing hydroponic vegetable products at Binjai Hydroponics and to analyze the relationship between purchasing motivation, product quality, promotion, trust and perceived ease with consumer decisions in purchasing hydroponic vegetable products through online shopping at Hydroponics Binjai . The determination of Binjai Hydroponics, East Binjai District as the research location was determined purposively, because Binjai Hydroponics is the only hydroponic business that has marketed its products through social media in East Binjai Distict. Sampling method using Snowball Sampling, with a sample size of 60. The sample units used are consumers who have purchased Binjai Hydroponics Vegetables through online shopping. The method used in this research is descriptive qualitative analysis and Spearman’s rank test. The results of the analysis show that the type of Digital Marketing media platform most used by consumers in purchasing vegetable products at Binjai Hydroponics is Social Media W as many as 28 people or 46,7% and purchase motivation, product quality, promotion, trust and perceived ease have a significant correlation (relationship) with consumer decisions in buying hydroponic vegetable products through online shopping. Purchasing motivation has a low relationship strength, Product quality and promotion have a strong relationship strength, Trust and Perceived ease have a medium relationship strength.
... Media Shopping Behavior (SMSB) Lin. Patel et al.[10,75] SMSB1. I prefer buying fashion products from social media. ...
This study provides valuable insights into the impact of social media influencers (SMIs) on consumer shopping behavior through the lens of social influence theory. It focuses on the mediating role of shopping intentions and the moderating effects of brand credibility and individual shopping values in Pakistan. Using online questionnaires, data were collected from 988 individuals with first-hand experience of social commerce. To investigate a moderated mediation model, we used Smart-PLS 4, which examines how SMIs affect shopping behavior through shopping intention in the case of social media buying. The moderating effects of brand credibility and individual shopping values, specifically hedonic and utilitarian, are also examined. The results show that brand credibility significantly moderates the relationship between SMIs and shopping intentions. Utilitarian shopping value significantly moderates the conversion of shopping intentions into actual shopping behavior, while hedonic shopping value is found to be insignificant. This study uses social influence theory to emphasize the importance of critical variables in digital consumer behavior. The findings suggest that marketers should emphasize brand credibility and practical values to boost social commerce and engagement, providing a practical guide for their strategies.
... It is key for the customer that the solution can be used as widely as possible. As stated previously, the benefits of an application also depend strongly on its compatibility with other products and services (Lin, 2007). ...
The so‐called BigTech companies Amazon, Alphabet, Apple and Meta and are constantly attempting to grow into new business areas. Due to their expertise in data analysis, they have managed to quickly establish themselves in many industries as digital ecosystems and, as part of this strategy, are also expanding their footprint in financial services. However, the biggest challenge that BigTech companies are facing in financial services is customer acceptance. This paper contributes to the emerging field of digital ecosystems and the acceptance of sensitive services by users. Although the BigTech firms have gained much attention, only little empirical analysis is available. This paper aims to shed light on the determinants of customer acceptance of BigTech banking services. Based on a survey in Switzerland this research develops an analytic model to identify and test the relevant determinants. The results indicate that the strongest significant influences were found in subjective risk and trust which clearly demonstrates the still‐existing incumbents' advantage over the BigTech companies.
... Eticaret hacminin seviyesi ve tüketicilerin online alışveriş yapma isteklerinin artması dikkate alındığında, tüketicilerin online alışverişlerindeki davranışları ve harcama miktarlarını etkileyen faktörlerin belirlenmesi oldukça önemlidir (Marangoz vd., 2019: 3). Lin (2007), tüketicilerin internetten alışverişleriyle ilgili karar verme sürecinde etkili olan faktörleri anlamanın, online hizmetlerin kolaylaştırılması ve uygulamaların geliştirilmesi için önemli olduğuna vurgu yapmaktadır. ...
Online yiyecek ve içecek hizmeti veren işletmeler için müşteri memnuniyeti başta gelen önemli etkenlerden biridir. Müşteri memnuniyetini sağlamaları için kaliteli bir e hizmet sunulması gerekmektedir. Yaptığımız bu araştırma ile de Van ilindeki online hizmet kullanıcılarının tutum ve satın alma noktasında memnuniyetlerini etkileyen faktörleri belirlemek ve yiyecek-içecek işletmelerine ve sektördeki girişimcilere online tüketiciler konusunda yol göstermek amacıyla yapılmıştır. Bu araştırmada nicel araştırma yöntemi kullanılmıştır. Araştırma evrenini Van ilinde yaşayan tüketiciler oluşturmaktadır. Kolayda örnekleme yöntemi kullanılarak veriler Van ilinde yaşayan 425 tüketiciye online ve yüz yüze anket uygulanarak toplanmıştır. Araştırmada online yiyecek ve içecek siparişi kullanıcılarının tutumları ölçeği; kullanım kolaylığı, algılanan fayda, algılanan güven ve algılanan hijyen olarak 4 alt boyuttan oluşmaktadır. Satın alma memnuniyet ölçeği ise 6 sorudan oluşmaktadır. Çalışmada yapılan analizler sonucunda kullanım kolaylığı, algılanan fayda, algılanan güven ve algılanan hijyen ile satın alma memnuniyeti arasında bir ilişkinin olduğu tespit edilmiştir. Cinsiyet ve medeni durumun algılanan fayda ve algılanan güven boyutu üzerinde anlamlı bir fark oluşturduğu ortaya çıkmıştır. Araştırmada eğitim durumu ve gelir seviyesi ile satın alma memnuniyeti arasında istatiksel açıdan anlamlı bir farklılığın olduğu tespit edilmiştir. Yaş ile satın alma memnuniyeti arasında anlamlı bir farklılığın olmadığı sonucuna varılmıştır.
... Further studies have confirmed the DTPB's superior explanatory power (Lin, 2007;Taylor & Todd, 1995) regarding behavior intention, particularly for technological innovations. Thus, given its tailored focus on technological innovations and enhanced predictive capacity, the DTPB emerges as the most suitable theory for analysis in this investigation. ...
This study analyzes people's attitude and behavior toward the sharing economy (SE), with specialattention to virtual clothing exchange platforms (VCEPs) as an alternative proposal to fast fashion. Theobjective is to understand the factors and variables that influence the adoption of these SE practices anddevelop a model that explains this process, applying the Decomposed Theory of Planned Behavior(DTPB). For this purpose, the Structural Equation Model (SEM) methodology has been used as part ofthe empirical analysis of the variables. Based on the areas of consumer behavior and technologicalinnovations, the research delves into the background of consumer attitudes and intentions within theseplatforms and strives to discern whether usage motivations stem from economic, environmental, orsocial considerations. The proposed model has also considered the influence that COVID-19 may haveon behavioral intention. Likewise, the research contributes to knowledge in the field of human behaviorand offers a new perspective on the consumer in the SE. This research addresses an underexplored areaand is important for understanding and promoting the adoption of the SE in the fashion context.
(8) (PDF) Analyzing Behavioral Intention on Sharing Economy Platforms as an Alternative to Fast Fashion. Available from: https://www.researchgate.net/publication/380925787_Analyzing_Behavioral_Intention_on_Sharing_Economy_Platforms_as_an_Alternative_to_Fast_Fashion [accessed Jun 28 2024].
... Consequently, the study constructs, such as SMEs' sustainable growth (Chatterjee et al., 2021). actual use of digital marketing (Dahiya & Gayatri, 2017;Lin, 2007).behavioural intention to use digital marketing (Kazaure et al., 2020;Lee, 2009;Nimfa et al., 2021;Venkatesh et al., 2003) perceived behavioural control (Cheng et al., 2006;L. ...
... This is consistent with Cheung et al. (2014), who pointed out that peer consumer purchase and review would influence the purchase intention of other consumers. Furthermore, the reference group also impacted social influence, reflecting consumers' perceptions of online shopping decisions (Lin, 2007). This is supported by research by Tran (2021), who showed that the opinion of the reference group had a positive influence on the purchase intention of consumers via live streaming. ...
This research project explores the factors influencing consumers' purchase intention via live streaming in Malaysia, including trustworthiness, social influence, perceived ease of use, and attractiveness. The study utilized both primary and secondary data, with questionnaires administered through Google Forms to 207 respondents in the urban areas of Malaysia. This study used Smart PLS software (version 3.0), and the findings suggest that trustworthiness, peer or social influence, and perceived ease of use have a significant relationship with purchase intention via live streaming among consumers in Malaysia, whereas attractiveness does not support this hypothesis. The findings of this study can assist new startups and entrepreneurs in gaining a better understanding of the live-streaming selling concept using the Source Credibility Theory. JEL Classification: M11, M19
... Trong lĩnh vực thương mại điện tử, chuẩn chủ quan phản ánh nhận thức của người tiêu dùng về những ảnh hưởng của nhóm tham khảo xung quanh và phương tiện truyền thông khi mua sắm trực tuyến (H.F. Lin, 2007). Theo Nguyễn Thu Hà và Hoàng Đàm Lương Thủy (2020), chuẩn chủ quan là sự ảnh hưởng từ nhóm tham khảo xung quanh và từ các chính sách của chính phủ, phương tiện thông tin đại chúng của cơ quan truyền thông. ...
Nghiên cứu này nhằm xác định các yếu tố ảnh hưởng đến hành vi mua sắm sản phẩm thời trang trên ứng dụng di động của Gen Z tại Thành phố Hồ Chí Minh. Nghiên cứu này sửdụng phương pháp nghiên cứu định tính và phương pháp nghiên cứu định lượng. Nghiên cứu định lượng được thực hiện với số mẫu là 300 Gen Z đã và đang mua sắm sản phẩm thời trang trên ứng dụng di dộng tại TPHCM. Kết quả thu hồi được là 300 phiếu, trong đó có 284 phiếu hợp lệ(khoảng 94,67%) và 16 phiếu không hợp lệ. Với 284 mẫu hợp lệ, tác giảphân tích dữ liệu thông qua phần mềm SPSS 20.0 và AMOS 20.0. Từ kết quả nghiên cứu, yếu tố “Nhận thức dễ sử dụng” (DSD) bị loại bỏ trong nghiên cứu này và 5 yếu tố ảnh hưởng đến ý định mua sắm sản phẩm thời trang trên ứng dụng di động lần lượt là “Truyền miệng điện tử” (TMDT), “Nhận thức hữu ích” (HI), “Giá cả” (GC), “Chuẩn chủ quan” (CCQ), “Nhận thức rủi ro” (RR). Bên cạnh đó yếu tốý định mua sắm có tác động đến hành vi mua sắm sản phẩm thời trang trên ứng dụng di động của Gen Z tại TPHCM. Đồng thời, tác giả đề xuất một số hàm ý quản trị nhằm nâng cao hơn nữa mức độ mua sắm trực tuyến trên ứng dụng di động của Gen Z.
The Metaverse has rapidly emerged as a transformative technological frontier, accelerated by key events such as the COVID-19 pandemic and Facebook’s rebranding as Meta. However, the factors influencing Generation Y’s adoption of Metaverse services remain underexplored. This study investigates the psychological, motivational, and social drivers shaping Generation Y’s adoption intentions, positioning the Metaverse as a bridge between the pre-digital and post-digital eras. Applying the Decomposed Theory of Planned Behavior, the findings reveal that perceived behavioral control and attitude significantly influence adoption, highlighting the roles of self-efficacy, user confidence, and positive perceptions of the technology. In contrast, subjective norms, central to traditional adoption models, exert no significant effect, suggesting a generational shift toward digital autonomy. Based on a survey of 341 Generation Y respondents in Taiwan, the findings provide practical insights for developers to prioritize user-friendly interfaces, immersive features, and customization options. Marketers are advised to leverage influencer-driven strategies and personalized digital interactions. The research contributes to theoretical advancements by challenging established models, such as the Unified Theory of Acceptance and Use of Technology, and calls for further research on cross-cultural differences and digital communities.
This study specifically investigates the initiation phase of EFL learners' engagement with AI tools, focusing on how technology acceptance constructs—perceived usefulness (PU), perceived ease of use (PEOU), and perceived self-efficacy (PSE)—influence learning resilience. Drawing on an optimized Technology Acceptance Model (TAM) and integrating constructs from positive psychology, the study examines the chain-mediated effects of learning motivation (LM) and metacognitive strategies (MS) on resilience outcomes, operationalized through optimism (OP), psychological resilience (PR), and growth mindset (GM). A survey of first-year English majors (N = 730) was conducted, and structural equation modeling was employed to analyze the data. The findings indicate that favorable perceptions of AI tools are significantly associated with enhanced LM and MS, which in turn positively impact resilience measures. These results suggest that the interplay between technology acceptance and internal regulatory processes is vital in shaping EFL learners' early experiences with AI-assisted learning. Practical implications for educators and researchers are discussed, with an emphasis on promoting user-friendly and effective AI environments to support the development of adaptive learning behaviors.
Keywords: collective decision making, integrated model of technology acceptance and use, peer-to-peer lending, perceived risk. planned behavior model. Objective: This study investigates the factors affecting the intention to participate in peer-to-peer (P2P) lending using the Unified Theory of Acceptance and Use of Technology (UTAUT) and the Theory of Planned Behavior (TPB). Given the high failure rate of tech ventures globally and the inherent risks in financial activities, understanding the participation factors in this technology is crucial. Method: The study utilized standard questionnaires from 260 international cryptocurrency lending practitioners. Data were measured using a Likert scale and analyzed with PLS-SMAR software. Findings: The findings indicate that performance expectancy, effort expectancy, social influence, and facilitating conditions significantly impact the intention to use P2P lending platforms. Adding perceived risk and collective decision-making variables to the model enhanced prediction accuracy. Financial and time risks were identified as the main factors influencing P2P lending participation intention. Conclusion:The study suggests that managers and policymakers of P2P lending platforms should focus on improving facilitating conditions and reducing risks.
In the digital era, the preservation and dissemination of craftsmanship-related intangible cultural heritage (ICH) are undergoing profound transformations. The intricate manual processes and cultural transmission characteristics inherent in craftsmanship pose unique challenges and opportunities for digital dissemination. Augmented Reality (AR) technology, with its immersive and interactive features, has emerged as a vital tool for enhancing user experience and promoting cultural dissemination. However, systematic research on users' behavioral intentions and acceptance of AR games centered on craftsmanship ICH remains limited. This study systematically analyzes the key factors influencing users' adoption of AR games for craftsmanship ICH by integrating the Technology Acceptance Model (TAM) and Cognitive Load Theory (CLT). User perception data were collected through questionnaires. Structural Equation Modeling (SEM) was employed to analyze the path relationships among factors such as perceived usefulness, ease of use, and cognitive load, thereby validating the hypotheses and quantifying the influence of each factor on user intentions. The findings indicate that immersion, learning friendliness, interactivity, and visual appeal influence users' adoption intentions. Additionally, perceived usefulness, ease of use, and cognitive load significantly shape user intentions. These factors interact in complex ways, collectively influencing users' willingness to adopt AR technology in the craftsmanship ICH context. The significance of this study lies in identifying the core factors affecting users' adoption of AR technology for craftsmanship ICH and proposing user-oriented promotional strategies. These findings enrich the theoretical perspective on the digital dissemination of craftsmanship ICH and provide theoretical support and practical guidance for promoting other digital cultural heritage platforms. It also contributes to the long-term preservation and transmission of intangible cultural heritage.
Purpose: An investigation was conducted to understand how a group of undergraduate engineering students from Escola Universitària Salesiana de Sarrià (EUSS), Barcelona, Spain incorporate sustainability into their academic and professional journeys and the factors that influence their actions.
Study design/methodology/approach: Leveraging the Decomposed Theory of Planned Behavior (DTPB) (Taylor and Todd, 1995), the study surveyed 275 students from diverse engineering areas and programmatic trajectories. Using structural equation modeling (SEM), this research aimed to understand the complex interplay between various factors influencing students' attitudes and intentions toward sustainable practices.
Findings: The study's findings indicate that a positive attitude and a strong subjective norm (a person's perception of the social expectations to adopt a particular behaviour) directly and positively impact an individual's behavioural intention to act sustainably and responsibly in their future professional life. This validates two of the proposed hypotheses, examining the positive influence of a person’s attitude and subjective norm on behavioural intention. The results confirm that attitude is the most critical element among others so that universities can promote a positive attitude toward sustainability among students.
Originality/value: The final goal is to generate critical points for sustainability across the European Union, thereby showcasing originality and innovation beyond its geographical focus.
This study investigates the dynamics of Circular Economy (CE) practices in Small and Medium-sized Enterprises (SMEs), emphasizing their critical role in promoting sustainability. As we investigate the many implications on SMEs' adoption of CE, we pay special attention to the diverse consequences of internal and external stakeholder pressure. Furthermore, we underline the importance of positive managerial perceptions and offer a new perspective by viewing CE orientation as a mediating force. Our data collection was conducted in three phases using a survey methodology, yielding 196 responses from Estonian SMEs. The findings call into question the notion that stakeholder pressures are consistent, revealing varied influences on CE procedures. Significantly, increased CE orientation emerges as a driving element in improving organisational response to external stakeholder pressure. This study advances our understanding of the intricate relationships between stakeholder dynamics, managerial perceptions, and CE practices, providing valuable insights essential for SMEs to navigate the path towards sustainable practices. This study presents both theoretical and practical contributions and suggests avenues for future research to further explore the multifaceted nature of the relationships uncovered in this study.
Với sự phát triển của khoa học công nghệ và sự bùng phát của đại dịch Covid-19 từ cuối năm 2019 cho đến nay đã đẩy mạnh sự phát triển của thương mại điện tử, hành vi mua sắm của người tiêu dùng cũng chuyển nhanh sang trực tuyến. Sinh viên là một trong những nhóm đối tượng khách hàng lớn của các doanh nghiệp kinh doanh trực tuyến, họ khá năng động, hiểu và nắm bắt các xu hướng mua sắm trên Internet nhiều hơn các đối tượng khác. Bài báo này do đó tiến hành đánh giá hành vi mua sắm trực tuyến của sinh viên Trường Du lịch – Đại học Huế trong bối cảnh đại dịch Covid-19 xảy ra. Nghiên cứu dựa trên các lý thuyết về nhận thức rủi ro, lý thuyết về hành động hợp lý, lý thuyết hành vi có kế hoạch, mô hình chấp nhận công nghệ để đề xuất mô hình nghiên cứu. Kết quả nghiên cứu đã chỉ ra rằng đại dịch Covid-19 đã khiến sinh viên mua sắm trực tuyến nhiều hơn, các yếu tố “Nhận thức về tính hữu ích” và “Ảnh hưởng kinh nghiệm của những người đã từng mua” là hai nhóm yếu tố có tác động cùng chiều với hành vi mua sắm trực tuyến của sinh viên. Bên cạnh đó, nghiên cứu còn phân tích những vấn đề liên quan đến hành vi mua của sinh viên như tần suất mua hàng, kênh mua sắm, thiết bị sử dụng để mua sắm, sản phẩm, số tiền, yếu tố quan tâm nhất khi mua sắm… Từ đó, đề xuất một số giải pháp nhằm thúc đẩy hành vi mua sắm của sinh viên thuận tiện và phù hợp hơn trong bối cảnh Covid-19.
Cloud computing has become a prevalent
technology in recent years, with various types and deployment
models available. Although it has become ubiquitous in most
applications, there is still a significant number of individuals
who are hesitant to adopt this technology. Numerous studies
have been conducted to understand the factors influencing
individuals' adoption of cloud computing. In this regard, the
technology acceptance model (TAM) was employed as a
theoretical framework, which consists of two key components,
perceived usefulness and ease of use. The results of these studies
revealed that six variables, namely behavioral intention,
facilitating conditions, perceived cost, social influence,
robustness, and utilization, have a positive relationship with
both actual adoption and willingness to adopt cloud computing.
Furthermore, social influence, utilization, robustness, and
facilitating conditions have a positive impact on individuals'
behavioral intention to adopt cloud computing. However,
researchers suggest that future studies should investigate the
challenges of cloud computing adoption from the perspective of
cloud computing service providers.
This study examines shoppers’ attitudes toward online shopping in the United Arab Emirates (UAE). The researchers investigate the effects of perceived benefits, trust, electronic word of mouth (e-WOM) and perceived website quality as antecedents shaping buyer attitudes. The researchers also investigated the effect of e-WOM and perceived website quality on the development of trust in shopping websites. A sample of 236 online shoppers was included in the survey. Correlation and hierarchical regression analyses were used to test the hypothesized relationships. The findings reveal that perceived benefits, e-WOM, and trust are significant determinants of a positive attitude toward e-shopping. Perceived website quality and e-WOM are direct predictors of trust. This study deepens the understanding of online shoppers’ attitudes toward e-shopping and their perceptions of its benefits, e-WOM, website quality, and trust. Importantly, this study outlines and discusses practical implications for e-marketers in the UAE.
Consumer-generated advertising (CGA) campaigns have become a pivotal online marketing tool in light of the substantial increase in smartphone usage. As a result, there is a rising recognition of the importance of studying purchase intention (PI) within the realm of online CGA on consumer-to-consumer (C2C) platforms. The present study investigates the factors that influence individuals’ intention to make purchases on C2C platforms as a result of CGA.
The conceptual model was developed using the theory of planned behaviour (TPB) and quantitative data. Based on survey data, the model has been analyzed and tested using the structural equation modelling technique for each construct. According to this investigation, the ‘attitude’ of online shoppers is the main factor influencing ‘PI’ or ‘behavioural intention’ as a result of online CGA on a C2C marketplace. The two most important aspects of products and services that affect attitude are their ‘perceived usefulness’ and ‘perceived ease of use’. According to the study, online marketers should place greater emphasis on a product’s or service’s utility in order to improve online shoppers’ attitudes, which will then result in increased PI. The model, developed in conjunction with the primary study findings, will aid in the development of CGA strategies for C2C market in order to increase purchase intent.
This study examines the impact of chatbot usability on customer satisfaction in Jordanian commercial banks, focusing on the mediating role of customer empowerment. Using a quantitative approach, data was collected from bank customers in Jordan through surveys. Usability is evaluated through ease of use, responsiveness, reliability, and personalization. Customer empowerment is measured by perceived control, information accessibility, and decision-making autonomy. The findings offer insights for banks to enhance chatbot systems, improve customer satisfaction, and empower interactions. Results reveal that Reliability and Personalization significantly predict Customer Satisfaction directly and indirectly through Customer Empowerment. Ease of Use indirectly affects Satisfaction via Empowerment. Responsiveness may not significantly impact Satisfaction. These findings guide practitioners to enhance customer experiences, loyalty, and business success.
This study attempts to examine the role of health consciousness and Covid-19 protocol on attitude towards online shopping followed by its effect on purchase intention. The framework of the study is derived from TPB theory. Data for the study are collected from the online shoppers during the Covid-19 outbreak. Structural equation modelling (SEM) is used to test the relationship and to predict shopping behaviour. The results report that health consciousness and Covid-19 protocol have shown significant and positive effect on attitude towards online shopping. Further, attitude and Covid-19 are found the predictor of behaviour intention to purchase online. However, health consciousness has shown insignificant effect on behaviour intention. The outcome of the study may help retailers to understand consumer shopping behaviour and the changes occurred during Covid-19 outbreak. Findings may help retailers to rationalize their resources as per the change in customer preference.
The increase of product-harm crisis recently might lead to a huge concern for the company in any size. Product recall is a kind of product-harm crisis that brings along the tremendous direct and indirect cost. In this case, it is prior to understand the customer attitude toward the problem and determine the reasonable customer response. This paper was built on the case of A1300 iPhone chargers. The research model observed the direct effect of Responsible recall management (RES), Opportunistic recall management (OPP) and Customer empathy (CEM) on Customer attitude (ATT). Moreover, the mediating effect of Brand reputation (BRA) on those relationship was considered. The data analysis of 227 responses supported the proposed model. The result revealed that the affection mostly comes from RES regarding indirect effect and from BRA as well as RES in terms of direct effect.
Purpose
This study aims to explore the determinants of digital technology adoption within micro, small and medium enterprises (MSMEs) operating in a developing economy. Grounded in the theoretical frameworks of fit-viability and task-technology fit models, this study investigates the impact of environmental fit, task-technology fit and viability on the intention to adopt digital technologies among MSMEs.
Design/methodology/approach
This study validates the theoretical model using structural equation modeling, using data collected from 280 experienced respondents employed in the MSMEs in India.
Findings
The results indicate that both functional and symbolic benefits positively impact managers’ intention to adopt digital technology. However, subgroup analysis reveals that in the case of service enterprises, only functional benefits have a positive influence on managers’ intention to adopt digital technology. In addition, the findings underscore the crucial role of viability in shaping the intention to adopt digital technologies among MSMEs. This study highlights how functional and symbolic benefits motivate digital technology adoption in MSMEs.
Originality/value
There is a dearth of empirical studies investigating the factors influencing the adoption of digital technology by MSME firms, especially within the context of developing economies and specifically within the MSME domain. This study contributes to the theoretical discussion surrounding digital technology adoption among MSMEs in India. Through empirical research, it expands on the fit-viability model and formulates a technology adoption model within the MSME context.
Amaç: Kavramsal açıdan Fishbein ve Ajzen’in Planlı Davranışlar Teorisi’ni (1991) temel alan ve teknoloji kullanım davranışını açıklamak için geliştirilen Teknoloji Kabul Modeli’ne (Davis, 1989) dayanarak; bu modele güven, haz, kalite, niyet ve tutum gibi faktörler dahil edilerek ilerletilmiş bir model olan Genişletilmiş Online Alışveriş Kabul Modeli (GOAKM) kullanılan bu bilimsel araştırmanın hedefi; İstanbul ilinde ikamet eden tüketicilerin çevrimiçi kanallardan (web siteler, uygulamalar vs.) market alışverişi yapma davranışlarını hangi faktörlerin etkilediğini belirlemek ve çevrimiçi pazarlarda hem pazarlamacılar hem de perakendeciler açısından faydalı olabilecek bulgular ve öneriler ortaya koymaktır. Tasarım/Yöntem: Bu çalışmada kullanılan tasarım, Genişletilmiş Online Alışveriş Kabul Modeli (GOAKM) ile çevrimiçi market alışverişi yapan tüketicilerin davranışlarını belirlemeye yöneliktir. Araştırma modeli olan Genişletilmiş Online Alışveriş Kabul Modeli’nin teorik altyapısı ise Teknoloji Kabul Modeli (TKM) ve Online Alışveriş Kabul Modeli (OAKM)’ne dayanmaktadır. Veri toplama yöntemi olarak, İstanbul ilinde yaşayan ve çevrimiçi market alışverişi yapan 18 yaş ve üstündeki tüketiciler arasında kolayda örnekleme metodu kullanılmıştır. Çevrimiçi market alışverişinin kendi ekosistemi içerisindeki uygulamaları (online sipariş, tedarik vs.) açısından araştırma, tüm çevrimiçi kanalların aktif olarak hizmet verdiği yer olan İstanbul ilinde gerçekleştirilmiştir. Araştırmanın hedefi, tüketicilerin çevrimiçi market alışverişine yönelik tutumları, satın alma niyetleri ve bu niyetleri etkileyen faktörlerin belirlenmesidir. Ayrıca ilgi alanına özel yenilikçiliğin, çevrimiçi market alışveriş niyeti üzerine etkisi incelenmiştir. Veriler, 5’li Likert ölçeğine dayalı çevrimiçi anket aracılığıyla toplanmış ve istatistiksel analiz yöntemleri kullanılarak değerlendirilmiştir. Buna göre İstanbul ilinde çevrimiçi market alışverişi yapan 18 yaş ve üzerindeki katılımcılardan, kolayda örnekleme metoduyla toplanan 394 anket verisi, istatistiksel yöntemler kullanılarak analize tabi tutulmuştur. Sonuçlar: İstanbul ilinde yaşayan ve çevrimiçi market alışverişi yapan tüketiciler aracılığıyla gerçekleştirilen bu araştırmanın sonuçlarına göre; algılanan bilgi kalitesi ve algılanan servis kalitesi artığında, algılanan kullanım kolaylığının artacağı; algılanan sistem kalitesinin ise anlamlı bir etkisinin olmadığı belirlenmiştir. Algılanan kullanım kolaylığı arttığında, algılanan kullanışlılık düzeyi artarken algılanan niyet düzeyinin aksine azalacağı belirlenmiştir. Algılanan haz arttığında, algılanan kullanışlılık ve algılanan tutum düzeyinin artacağı görülürken; algılanan kullanışlılık arttığında, algılanan tutum ve algılanan niyet düzeyinin de artacağı elde edilmiştir. Ayrıca, algılanan güvenin, algılanan tutumu artıracağı tespit edilmiştir. Ancak algılanan güvenin, algılanan kullanışlılık ve algılanan niyete etkisi söz konusu değildir. Algılanan tutumun, algılanan niyeti artıracağı tespit edilmiştir. Çevrimiçi market alışverişi niyetinin, gerçek davranış üzerine pozitif yönde istatistiksel olarak anlamlı bir etkisi belirlenmiştir. İlgi alanına özel yenilikçilik geliştirildiğinde, çevrimiçi market alışveriş niyetinin artacağı tespit edilmiştir. Özgün Değer: Bu çalışmanın özgün değeri, İstanbul’daki çevrimiçi market pazarına odaklanarak, bu alandaki tüketici davranışlarını analiz eden Genişletilmiş Online Alışveriş Kabul Modeli (GOAKM)'nin kullanılmasında yatmaktadır. Çalışma, Fishbein ve Ajzen’in Planlanmış Davranış Teorisi’ni temel alarak üzerine inşa edilen, Teknoloji Kabul Modeli referans alınarak geliştirilen bir modeli, çevrimiçi market alışverişi alanında uygulayarak, çevrimiçi market alışverişine yönelik tüketicilerin tutumlarını, niyetlerini ve satın alma davranışlarını etkileyen faktörleri detaylı bir şekilde incelemiştir. Ayrıca, ilgi alanına özel yenilikçilik gibi yeni bir değişkenin eklenmesi, modelin kapsamını genişleterek çevrimiçi alışveriş niyeti üzerindeki etkilerini ölçmüştür. Bu özellikler, çevrimiçi market alışveriş davranışlarına yönelik stratejilerin geliştirilmesine yardımcı olan çalışmanın, çevrimiçi perakende ve pazarlama literatürüne katkıda bulunmasını sağlamaktadır.
Online retailing has been growing significantly. However, electronic retailers have still encountered some issues related to consumer psychology and potential risks besides the widely acknowledged advantages of the online channels. This current study extends the PPM (Push-Pull-Mooring) framework by adding customer psychological variables to explain the consumers’ switching intention to online channels. In detail, Push refers to limitations of traditional channel at physical stores, Pull and Mooring present pros and cons of online channel. The relationship of consumer psychology, including Perceived Risk, Attitude towards switching and Habit of buying goods at physical stores were integrated to adapt to the characteristics of buying consumer electronics goods. Conducting a survey of 1104 customers grouped in 3 big cities: Hanoi, Ho Chi Minh City, and Da Nang, the research results show that: consumer skepticism originating from Perceived Risk negatively influences Attitude towards switching (−0.192); Attitude towards Switching channels has the strongest influence (0.374) on Switching intention, while buying Habits at traditional stores lessens the Switching intention (−0.136). This is the new contribution to existing literature regarding switching from traditional channels to online channels for goods requiring consumer experiences.
This study aims to investigate the new generation’s behavior, influencing VR satisfaction and behavioral intention toward destinations. To this end, this paper investigated whether subjective norms, attitudes, perceived behavioral control, and VR satisfaction of the new generation positively impacted the behavioral intention to visit actual destinations. A convenient sampling method was used to collect data from students via an online survey by many universities in Thailand. The sample has been classified as people who used VR applications for tourism earlier answering the survey. The results revealed that attitude and perceived behavioral control had a positive and significant influence on VR satisfaction and an indirect effect on behavioral intentions. Moreover, VR satisfaction positively and significantly influenced behavioral intentions toward actual destinations. This study empirically investigates the influence of virtual reality on the new generation’s behavior by using VR applications and other devices to access destinations. However, the results are valuable insight for destination marketing organizations to enhance the sophisticated technology that develops sites for new generations of tourism destinations. The current study provides specific theoretical and practical implications for further study.
Background:
The global COVID-19 pandemic has forced people to obtain health products and services from home. Similar to other e-commerce, medicines are bought online and delivered using a courier service.
Objective:
By being fully concerned to patient safety, this study aims to determine development strategies to increase intention in purchasing prescription drugs through e-pharmacy.
Methods:
Two stages of measurement are employed in this study, namely confirmatory factor analyis using PLS-SEM and pairwise comparison using AHP method. To discover consumer perception in using e-pharmacy, the basic model of Theory of Planned Behavior (TPB) is employed with several extensions.
Results:
The results of PLS-SEM express that Trust has a major role as an intervening variable to enhance the indirect effect of Subjective Norms and Perceived Values on Purchase Intention. In general, PLS-SEM structural model is declared "fit" (GFI = 0.93 ≥ 0.90; RMSEA = 0.045 ≤ 0.08; SRMR = 0.033 ≤ 0.05). Measurement model test proves that all selected indicators are valid to represent their related constructs (Loading Factor ≥ 0.50), and all selected constructs are reliable to build the whole path model (CR ≥ 0.7; AVE ≥ 05). Meanwhile, the results of AHP indicate that strengthening government policies and regulations is prioritized to increase consumer intention of purchasing prescription drugs through e-pharmacy, followed by protection of user confidential data in the second place. Those two eigenvectors are 0.236 and 0.185 respectively.
Conclusion:
Future research is suggested to add perceived risk as latent variable in the study of consumer behavior for any high-risk products.
Research dealing with various aspects of* the theory of planned behavior (Ajzen, 1985,
1987) is reviewed, and some unresolved issues are discussed. In broad terms, the theory is
found to be well supported by empirical evidence. Intentions to perform behaviors of different
kinds can be predicted with high accuracy from attitudes toward the behavior, subjective
norms, and perceived behavioral control; and these intentions, together with perceptions of
behavioral control, account for considerable variance in actual behavior. Attitudes, subjective
norms, and perceived behavioral control are shown to be related to appropriate sets of salient
behavioral, normative, and control beliefs about the behavior, but the exact nature of these
relations is still uncertain. Expectancy value formulations are found to be only partly
successful in dealing with these relations. Optimal rescaling of expectancy and value
measures is offered as a means of dealing with measurement limitations. Finally, inclusion of
past behavior in the prediction equation is shown to provide a means of testing the theory*s
sufficiency, another issue that remains unresolved. The limited available evidence concerning
this question shows that the theory is predicting behavior quite well in comparison to the
ceiling imposed by behavioral reliability.
Computer systems cannot improve organizational performance if they aren't used. Unfortunately, resistance to end-user systems by managers and professionals is a widespread problem. To better predict, explain, and increase user acceptance, we need to better understand why people accept or reject computers. This research addresses the ability to predict peoples' computer acceptance from a measure of their intentions, and the ability to explain their intentions in terms of their attitudes, subjective norms, perceived usefulness, perceived ease of use, and related variables. In a longitudinal study of 107 users, intentions to use a specific system, measured after a one-hour introduction to the system, were correlated 0.35 with system use 14 weeks later. The intention-usage correlation was 0.63 at the end of this time period. Perceived usefulness strongly influenced peoples' intentions, explaining more than half of the variance in intentions at the end of 14 weeks. Perceived ease of use had a small but significant effect on intentions as well, although this effect subsided over time. Attitudes only partially mediated the effects of these beliefs on intentions. Subjective norms had no effect on intentions. These results suggest the possibility of simple but powerful models of the determinants of user acceptance, with practical value for evaluating systems and guiding managerial interventions aimed at reducing the problem of underutilized computer technology.
Intuition and previous research suggest that creating a compelling online environment for Web consumers will have numerous positive consequences for commercial Web providers. Online executives note that creating a compelling online experience for cyber customers is critical to creating competitive advantage on the Internet. Yet, very little is known about the factors that make using the Web a compelling experience for its users, and of the key consumer behavior outcomes of this compelling experience.
Recently, the flow construct has been proposed as important for understanding consumer behavior on the World Wide Web, and as a way of defining the nature of compelling online experience. Although widely studied over the past 20 years, quantitative modeling efforts of the flow construct have been neither systematic nor comprehensive. In large parts, these efforts have been hampered by considerable confusion regarding the exact conceptual definition of flow. Lacking precise definition, it has been difficult to measure flow empirically, let alone apply the concept in practice.
Following the conceptual model of flow proposed by Hoffman and Novak (1996), we conceptualize flow on the Web as a cognitive state experienced during navigation that is determined by (1) high levels of skill and control; (2) high levels of challenge and arousal; and (3) focused attention; and (4) is enhanced by interactivity and telepresence. Consumers who achieve flow on the Web are so acutely involved in the act of online navigation that thoughts and perceptions not relevant to navigation are screened out, and the consumer focuses entirely on the interaction. Concentration on the navigation experience is so intense that there is little attention left to consider anything else, and consequently, other events occurring in the consumer's surrounding physical environment lose significance. Self-consciousness disappears, the consumer's sense of time becomes distorted, and the state of mind arising as a result of achieving flow on the Web is extremely gratifying.
In a quantitative modeling framework, we develop a structural model based on our previous conceptual model of flow that embodies the components of what makes for a compelling online experience. We use data collected from a largesample, Web-based consumer survey to measure these constructs, and we fit a series of structural equation models that test related prior theory. The conceptual model is largely supported, and the improved fit offered by the revised model provides additional insights into the direct and indirect influences of flow, as well as into the relationship of flow to key consumer behavior and Web usage variables.
Our formulation provides marketing scientists with operational definitions of key model constructs and establishes reliability and validity in a comprehensive measurement framework. A key insight from the paper is that the degree to which the online experience is compelling can be defined, measured, and related well to important marketing variables. Our model constructs relate in significant ways to key consumer behavior variables, including online shopping and Web use applications such as the extent to which consumers search for product information and participate in chat rooms. As such, our model may be useful both theoretically and in practice as marketers strive to decipher the secrets of commercial success in interactive online environments.
This study develops an extended model to predict consumer acceptance of electronic-shopping (e-shopping) based on the theory of reasoned action (TRA) and the technology acceptance model (TAM). Our model was tested using data collected from 212 questionnaires and analyzed using multiple regression. The results show that individual attitudes toward e-shopping are strongly and positively correlated with user acceptance. The empirical results confirmed that perceived ease of use of trading on-line (PEOUT) and perceived usefulness (PU) significantly determine individual attitudes toward e-shopping, as well as confirming the significant effect of perceived ease of use of the Web on PEOUT, which in turn affects PU. However, PU was not found to affect user acceptance significantly. Additionally, user satisfaction with the Internet/WWW and perceptions of information, system and service were shown to affect user acceptance significantly. Overall, the proposed model could be used to predict consumer willingness to shop on the Web.
This paper develops and tests a model of consumer trust in an electronic commerce vendor. Building consumer trust is a strategic imperative for web-based vendors because trust strongly influences consumer intentions to transact with unfamiliar vendors via the web. Trust allows consumers to overcome perceptions of risk and uncertainty, and to engage in the following three behaviors that are critical to the realization of a web-based vendor's strategic objectives: following advice offered by the web vendor, sharing personal information with the vendor, and purchasing from the vendor's web site.Trust in the vendor is defined as a multi-dimensional construct with two inter-related components—trusting beliefs (perceptions of the competence, benevolence, and integrity of the vendor), and trusting intentions—willingness to depend (that is, a decision to make oneself vulnerable to the vendor). Three factors are proposed for building consumer trust in the vendor: structural assurance (that is, consumer perceptions of the safety of the web environment), perceived web vendor reputation, and perceived web site quality. The model is tested in the context of a hypothetical web site offering legal advice. All three factors significantly influenced consumer trust in the web vendor. That is, these factors, especially web site quality and reputation, are powerful levers that vendors can use to build consumer trust, in order to overcome the negative perceptions people often have about the safety of the web environment. The study also demonstrates that perceived Internet risk negatively affects consumer intentions to transact with a web-based vendor.
The process of information technology adoption and use is critical to deriving the benefits of information technology. Yet from a conceptual standpoint, few empirical studies have made a distinction between individuals' pre-adoption and post-adoption (continued use) beliefs and attitudes. This distinction is crucial in understanding and managing this process over time. The current study combines innovation diffusion and attitude theories in a theoretical framework to examine differences in pre-adoption and post-adoption beliefs and attitudes, The examination of Windows technology in a single organization indicates that users and potential adopters of information technology differ on their determinants of behavioral intention, attitude, and subjective norm. Potential adopter intention to adopt is solely determined by normative pressures, whereas user intention is solely determined by attitude. In addition, potential adopters base their attitude on a richer set of innovation characteristics than users. Whereas pre-adoption attitude is based on perceptions of usefulness, ease-of-use, result demonstrability, visibility, and trialability, post-adoption attitude is only based on instrumentality beliefs of usefulness and perceptions of image enhancements.
Several opinion polls have found that many consumers resist making purchases via the Internet because of their concerns about the privacy of the personal information they provide to Internet merchants. Using the theory of planned behavior as its basis, this study investigated the relationships among beliefs about Internet privacy and trustworthiness, along with beliefs about perceived behavioral control and the expectations of important others, and online purchasing behavior. Data were collected from 193 college students. Analysis of the data indicates that beliefs about trustworthiness positively affect attitudes toward buying online, which in turn positively affect purchasing behavior. Beliefs about self-efficacy regarding purchasing positively affect perceived behavioral control, which in turn affects online purchasing behavior. In short, respondents who believed in the trustworthiness of the Internet and in their own abilities to buy online were more likely to make Internet purchases than were those without such beliefs.
Adaptive Structuration Theory (AST) is rapidly becoming an influential theoretical perspective in research on advanced information technologies. However, there still exists a paucity of methods to capture critical AST constructs, This paper describes the development of an instrument to capture the extent to which users of an advanced information technology believe they have appropriated its structures faithfully, The development of such instruments is considered critical if the theoretical base provided by AST is to be fully exploited in understanding the use of advanced information technologies. The development procedure, which occurred in the context of the use of an electronic meeting system, was carried out in three phases that began with initial item development and proceeded through an exploratory to a confirmatory phase. Three experiments, two in the exploratory phase and one in the confirmatory phase, were performed. In the final phase, structural equation modeling techniques were used to confirm the convergent, discriminant, and nomological validity of the resulting five-item scale.
Valid measurement scales for predicting user acceptance of computers are in short supply. Most subjective measures used in practice are unvalidated, and their relationship to system usage is unknown. The present research develops and validates new scales for two specific variables, perceived usefulness and perceived ease of use, which are hypothesized to be fundamental determinants of user acceptance. Definitions for these two variables were used to develop scale items that were pretested for content validity and then tested for reliability and construct validity in two studies involving a total of 152 users and four application programs. The measures were refined and streamlined, resulting in two six-item scales with reliabilities of .98 for usefulness and .94 for ease of use. The scales exhibited high convergent, discriminant, and factorial validity. Perceived usefulness was significantly correlated with both self-reported current usage (r=.63, Study 1) and self-predicted future usage (r =.85, Study 2). Perceived ease of use was also significantly correlated with current usage (r=.45, Study 1) and future usage (r=.59, Study 2). In both studies, usefulness had a significantly greater correlation with usage behavior than did ease of use. Regression analyses suggest that perceived ease of use may actually be a causal antecedent to perceived usefulness, as opposed to a parallel, direct determinant of system usage. Implications are drawn for future research on user acceptance.
The statistical tests used in the analysis of structural equation models with unobservable variables and measurement error are examined. A drawback of the commonly applied chi square test, in addition to the known problems related to sample size and power, is that it may indicate an increasing correspondence between the hypothesized model and the observed data as both the measurement properties and the relationship between constructs decline. Further, and contrary to common assertion, the risk of making a Type II error can be substantial even when the sample size is large. Moreover, the present testing methods are unable to assess a model's explanatory power. To overcome these problems, the authors develop and apply a testing system based on measures of shared variance within the structural model, measurement model, and overall model.
We argue that attitudes and subjective norms are not sufficient determinants of intentions and that intentions are not a sufficient impetus for action, as maintained by leading theories of attitude. To deepen attitude theory, we address the role of cognitive and emotional self-regulatory mechanisms. The attitude-intention link is hypothesized to depend on conative processes and on certain coping responses directed at the emotional significance of evaluative appraisals. The subjective norm-intention relationship is hypothesized to be governed by certain cognitive activities inherent in perspective taking and by positive and negative emotional reactions associated with appraisals of the deviation and conformance of both the self and others to expectations concerning the shared social meaning of a focal act. Finally, the intention-behavior relationship, particularly for goal-directed behaviors, is posited to be conditioned on decision making with respect to the means needed to achieve a goal; with respect to implementation processes related to planning, monitoring, and guidance and control of instrumental acts; and with respect to motivational processs associated with commitment, effort, and affect toward the means.
In this study, an Online Prepurchase Intentions Model is proposed and empirically tested in the context of search goods. The focus of this research is to determine whether intent to search the Internet for product information is a key element for marketing researchers to employ in predicting consumers’ Internet purchasing intentions. Data were collected through a mail survey to computer users who resided in 15 U.S. metropolitan areas. Two-stage structural equation modeling was employed to test hypotheses. The results show that intention to use the Internet to search for information was not only the strongest predictor of Internet purchase intention but also mediated relationships between purchasing intention and other predictors (i.e., attitude toward Internet shopping, perceived behavioral control, and previous Internet purchase experience). Direct and indirect relationships between two antecedents (attitude toward Internet shopping and previous Internet purchase experience) and Internet purchase intention were also found. Theoretical and managerial implications are discussed.
In this study, an Online Prepurchase Intentions Model is proposed and empirically tested in the context of search goods. The focus of this research is to determine whether intent to search the Internet for product information is a key element for marketing researchers to employ in predicting consumers’ Internet purchasing intentions. Data were collected through a mail survey to computer users who resided in 15 U.S. metropolitan areas. Two-stage structural equation modeling was employed to test hypotheses. The results show that intention to use the Internet to search for information was not only the strongest predictor of Internet purchase intention but also mediated relationships between purchasing intention and other predictors (i.e., attitude toward Internet shopping, perceived behavioral control, and previous Internet purchase experience). Direct and indirect relationships between two antecedents (attitude toward Internet shopping and previous Internet purchase experience) and Internet purchase intention were also found. Theoretical and managerial implications are discussed.
An ongoing requirement in the 21st century is that marketers must understand the impact of the network economy on buyer behavior. Although new models will certainly be developed, it seems reasonable that existing models of buyer behavior will still apply. This study uses structural-equations modeling to test if three popular models of behavioral intent—the theory of reasoned action, the theory of planned behavior, and the technology acceptance model—work in a network context. It recommends the technology-acceptance model as superior to the others in the current network context, and also shows how to check and account for the presence of common method bias in a single source instrument. © 2002 Wiley Periodicals, Inc.
This article is concerned with measures of fit of a model. Two types of error involved in fitting a model are considered. The first is error of approximation which involves the fit of the model, with optimally chosen but unknown parameter values, to the population covariance matrix. The second is overall error which involves the fit of the model, with parameter values estimated from the sample, to the population covariance matrix. Measures of the two types of error are proposed and point and interval estimates of the measures are suggested. These measures take the number of parameters in the model into account in order to avoid penalizing parsimonious models. Practical difficulties associated with the usual tests of exact fit or a model are discussed and a test of “close fit” of a model is suggested.
In the rush to build Internet businesses, many executives mistakenly concentrate all their attention on attracting customers rather than retaining them. But chief executives at the cutting edge of e-commerce-from eBay's Meg Whitman to Vanguard's Jack Brennan-know that customer loyalty is an economic necessity: acquiring customers on the Internet is very expensive, and unless customers stick around and make lots of repeat purchases, profits will remain elusive. For the past two years, Frederick Reichheld and Phil Schefter have studied e-loyalty-analyzing the strategies and practices of many leading Internet companies and surveying thousands of their customers-with surprising results. Conrary to the popular perception that online customers are fickle by nature, they found that the Web is actually a very sticky space. Most of today's on-line consumers exhibit a clear proclivity toward loyalty, and Web technologies, if used correctly reinforce that inherent loyalty. In this article, the authors explain the enormous advantages of retaining online buyers. They warn that if executives don't quickly gain the loyalty of their most profitable existing customers and acquire the right new customers, they'll end up catering to the whims of only the most price-sensitive customers. They also describe what Grainger, Dell, America Online, and other Internet leaders are doing to gain their customers' trust and earn their loyalty. By encouraging repeat purchases among a core of profitable customers, companies can initiate a spiral of economic advantages. This loyalty effect enables them to compensate their employees more generously, provide investors with superior cash flows, and reinvest more aggressively to further enhance the value delivered to customers.
The statistical tests used in the analysis of structural equation models with unobservable variables and measurement error are examined. A drawback of the commonly applied chi square test, in addition to the known problems related to sample size and power, is that it may indicate an increasing correspondence between the hypothesized model and the observed data as both the measurement properties and the relationship between constructs decline. Further, and contrary to common assertion, the risk of making a Type II error can be substantial even when the sample size is large. Moreover, the present testing methods are unable to assess a model's explanatory power. To overcome these problems, the authors develop and apply a testing system based on measures of shared variance within the structural model, measurement model, and overall model.
It is recognised in marketing that the study of buyer behaviour includes analysis of instrumental acts: that is, acts necessary in obtaining the goal object and the acts involved in consuming it. A technology that eases the difficulty level of instrumental acts such as visiting a purchase outlet to purchase a product is the Internet. Technically, the Internet minimises customer’s transaction costs such as time spent travelling to a store to purchase a product. Yet, in spite of its benefits, only one-in-four Internet users shop online. An empirical analysis of surveyed beliefs, attitudes, and intentions regarding Internet purchase of air tickets revealed that security concerns about the Internet make consumers avoid online purchase of air tickets. It is suggested that Internet marketers focus on modifying the attitudinal structure of consumers.
Purpose
This paper develops a research model to examine the relationship among e‐service quality dimensions and overall service quality, customer satisfaction and purchase intentions.
Design/methodology/approach
Data from a survey of 297 online consumers were used to test the research model. Confirmatory factor analysis was conducted to examine the reliability and validity of the measurement model, and the structural equation modelling technique was used to test the research model.
Findings
The analytical results showed that the dimensions of web site design, reliability, responsiveness, and trust affect overall service quality and customer satisfaction. Moreover, the latter in turn are significantly related to customer purchase intentions. However, the personalization dimension is not significantly related to overall service quality and customer satisfaction.
Research limitations/implications
Future research can use different methodologies, such as longitudinal studies, focus groups and interviews, to examine the relationship between service quality and customer purchase behaviour in online shopping contexts.
Practical implications
This study suggests that to enhance customer purchase intentions, online stores should develop marketing strategies to better address the trustworthiness, reliability, and responsiveness of web‐based services. Online stores can devote valuable corporate resources to the important e‐service quality attributes identified by this study.
Originality/value
This study developed the instrument dimensions of e‐service quality by modifying the SERVQUAL model to consider online shopping context. Moreover, the results of this study provide a valuable reference for managers of online stores, as well as for researchers interested in internet marketing.
The proliferation of innovative and exciting information technology applications that target individual “professionals” has made the examination or re-examination of existing technology acceptance theories and models in a “professional” setting increasingly important. The current research represents a conceptual replication of several previous model comparison studies. The particular models under investigation are the Technology Acceptance Model (TAM), the Theory of Planned Behavior (TPB), and a decomposed TPB model, potentially adequate in the targeted healthcare professional setting. These models are empirically examined and compared, using the responses to a survey on telemedicine technology acceptance collected from more than 400 physicians practicing in public tertiary hospitals in Hong Kong. Results of the study highlight several plausible limitations of TAM and TPB in explaining or predicting technology acceptance by individual professionals. In addition, findings from the study also suggest that instruments that have been developed and repeatedly tested in previous studies involving end users and business managers in ordinary business settings may not be equally valid in a professional setting. Several implications for technology acceptance/adoption research and technology management practices are discussed.
Criteria for evaluating structural equation models with latent variables are defined, critiqued, and illustrated. An overall
program for model evaluation is proposed based upon an interpretation of converging and diverging evidence. Model assessment
is considered to be a complex process mixing statistical criteria with philosophical, historical, and theoretical elements.
Inevitably the process entails some attempt at a reconcilation between so-called objective and subjective norms.
The business-to-consumer aspect of electronic commerce (EC) is the most visible business use of the World Wide Web (WWW). A virtual store allows companies to provide product information and offer direct sales to their customers through an electronic channel. The fundamental problem motivating this study is that: in order for a virtual store to compete effectively with both physical stores and other online retailers, there is an urgent need to understand the factors that entice consumers to use it. This research attempted to provide both theoretical and empirical analyses to explain consumers’ use of a virtual store and its antecedents.By applying the technology acceptance model (TAM) and innovation diffusion theory (IDT), this research took an extended perspective to examine consumer behavior in the virtual store context. The data from a survey of online consumers was used empirically to test the proposed research model. Confirmatory factor analysis (CFA) was performed to examine the reliability and validity of the measurement model, and the structural equation modeling (SEM) technique was used to evaluate the causal model. The implication of the work to both researchers and practitioners is discussed.
Derived from the theory of reasoned action, the technology acceptance model (TAM) focuses on two specific salient beliefs—ease of use and usefulness. It has been applied in the study of user adoption of different technologies, and has emerged as a reliable and robust model. However, this has not discouraged researchers from incorporating additional constructs to the original model in their quest for increased predictive power. Here, an attempt is made in the context of explaining consumer intention to use on-line shopping. Besides ease of use and usefulness, compatibility, privacy, security, normative beliefs, and self- efficacy are included in an augmented TAM. A test of this model, with data collected from 281 consumers, show support for seven of nine research hypotheses. Specifically, compatibility, usefulness, ease of use, and security were found to be significant predictors of attitude towards on-line shopping, but privacy was not. Further, intention to use on-line shopping was strongly influenced by attitude toward on-line shopping, normative beliefs, and self-efficacy.
Although wireless application protocol (WAP) service acceptance has long attracted considerable interest, the problem of identifying the best theoretical model among the various prevalent models has been relatively neglected. Recently, a few studies have attempted to examine this issue using the decomposed TPB model. It is rare for one model to be superior to all of the other models in all criteria. WAP service acceptance involves competition among three well-established theoretical models, as follows: the Technology Acceptance Model (TAM), the Theory of Planned Behavior (TPB), and the decomposed TPB model. This study compares the effectiveness of these three models in understanding WAP services acceptance. Empirical data were obtained from a field survey in Taiwan. Notable findings were reported for the three competing models, as follows: (1) TPB and decomposed TPB are superior to TAM in terms of their ability to explain user acceptance of WAP services and (2) while the decomposed TPB model provided more easily understood and managerially relevant factors, the TPB model was more parsimonious and had very similar explanatory power to the decomposed TPB model. Finally, the implications of this study are discussed.
The proliferation of information technology (IT) in supporting highly specialized tasks and services has made it increasingly important to understand the factors essential to technology acceptance by individuals. In a typical professional setting, the essential characteristics of user, technology, and context may differ considerably from those in ordinary business settings. This study examined physicians’ acceptance of telemedicine technology. Following a theory comparison approach, it evaluated the extent to which prevailing intention-based models, including the technology acceptance model (TAM), the theory of planned behavior (TPB) and an integrated model, could explain individual physicians’ technology acceptance decisions. Based on responses from more than 400 physicians, both models were evaluated in terms of overall fit, explanatory power, and their causal links. Overall, findings suggest that TAM may be more appropriate than TPB for examining technology acceptance by individual professionals and that the integrated model, although more fully depicting physicians’ technology acceptance, may not provide significant additional explanatory power. Also, instruments developed and repeatedly tested in prior studies involving conventional end-users and business managers may not be valid in professional settings. Several interesting implications are also discussed.
The rapid growth in the electronic commerce over the Internet has fuelled predictions and speculations about what makes a business-to-consumer (B2C) web site effective. Yet, there are very few empirical studies that examine this issue. We examined the key characteristics of a B2C web site as perceived by online consumers. Based on a questionnaire survey of 214 online shoppers, we empirically derived four key dimensions of B2C web sites: information content, design, security, and privacy. Though all these dimensions seem to have an impact on the online purchase intent of consumers, security and privacy were found to have greater effect on the purchase intent of consumers. The implications of the findings for online merchants are discussed.
Mobile commerce is becoming increasingly important in business. Wireless application protocol (WAP) is one of the most widespread technical standards for mobile commerce. Following continuous technical evolution, WAP has now included various new features. However, WAP services continue to struggle for market share. Hence, understanding the adoption of WAP services is increasingly important for enterprises interested in developing mobile commerce. This study aims to: (i) identify the critical factors of WAP services adoption; (ii) explore the relative importance of each factor between WAP adopters and non-adopters; and (iii) examine the causal relationships among variables on WAP services adoption behavior. This study reports empirical test of the adoption of WAP services in Taiwan, based on the theory of planned behavior and innovation diffusion theory. The results indicate that the critical factors influencing the adoption of WAP services include connection speed, service costs, user satisfaction, personal innovativeness, ease of use, peer influence, and facilitating conditions. Some suggestions for subsequent researchers and practitioners seeking to understand WAP services adoption behavior are also provided.
This study examines (1) the relationship between the (dis) advantages of electronic grocery shopping, in comparison to traditional in-store shopping, and consumers’ perception of the innovation characteristics (i.e., relative advantage, compatibility and complexity) of electronic grocery shopping, and (2) the relationship between consumers’ perception of these characteristics and their intention to adopt electronic grocery shopping. These relationships are examined using a sample of 415 households in the Netherlands. The results indicate that the advantages and disadvantages of physical efforts and time pressure related to traditional in-store shopping positively influence consumers’ perception of the characteristics of electronic grocery shopping. The results further show that consumers’ perception of the relative advantage and compatibility of electronic grocery shopping positively influence their intention to adopt electronic grocery shopping. Consumers’ perception of the complexity of electronic grocery shopping negatively influences their intention to adopt electronic grocery shopping. It is also explored whether income, education and age moderate these relationships.
This paper analyses consumer attitudes towards Internet-based e-shopping. It aims to provide a theoretically and empirically grounded initial reference position, against which later research can explore and interpret the effects of changes in variables representing consumer preferences and shifts in these preferences on the success or failure of B2C e-commerce over the Internet. Because of the opportunity to sample at the outset and of ceteris paribus conditions following from the tendency for other factors such as e-transactions cost to remain small and constant, Singapore data were employed. Regression analysis shows that the life content of products, transactions security, price, vendor quality, IT education and Internet usage significantly affect the initial willingness of Singaporeans to e-shop on the Internet. Generalising, we suggest that Internet-based B2C e-commerce can profitably be introduced or promoted along similar dimensions in socio-geographically and technologically similar situations.
Using a “combine and conquer” strategy with the theory of planned behavior (TPB) and the technology acceptance model (TAM), we applied a series of loosely to tightly integrated models to the IT adoption decisions of small business executives regarding a web site. With application of structural equation modeling (SEM) techniques, we found that there were progressive improvements in fit as the models become more fully integrated. The results indicate that a “Collected” model representing the underlying categories of cognitions from the TPB and the TAM provided a better fit than either the TAM or the TPB alone.
This paper discusses the role of individuals' beliefs about their abilities to competently use computers (computer self-efficacy) in the determination of computer use. A survey of Canadian managers and professionals was conducted to develop and validate a measure of computer self-efficacy and to assess both its impacts and antecedents. Computer self- efficacy was found to exert a significant influence on individuals' expectations of the outcomes of using computers, their emotional reactions to computers (affect and anxiety), as well as their actual computer use. An individual's self-efficacy and outcome expecta- tions were found to be positively influenced by the encouragement of others in their work group, as well as others' use of computers. Thus, self-efficacy represents an important individual trait, which moderates organizational influences (such as encouragement and support) on an individual's decision to use computers. Understanding self-efficacy, then, is important to the successful implementation of systems in organizations. The existence of a reliable and valid measure of self-efficacy makes assessment possible and should have implications for organizational support, training, and implementation.
Previous research suggests that an eventual information technology (IT) success depends on both its initial adoption (acceptance) and subsequent continued usage (continuance). Theory of planned behaviour (TPB) has been successfully used to predict users' acceptance of IT. Yet, this theory has not been applied to the context of continuance of IT. This paper examines post-adoption cognitive beliefs and factors influencing one's intention to continue using (continuance) electronic services (e-services). Decomposed theory of planned behaviour (DTPB) is adapted from social psychology and integrated with theoretical and empirical findings from prior information systems (IS) usage research to theorize a model of e-service continuance. Specifically, the research model decomposes the perceived behavioural control components of TPB into Internet self-efficacy and perceived controllability, the subjective norm component into social influences and interpersonal influence, and the attitude component into perceived usefulness, perceived playfulness, and perceived risk. Nine research hypotheses derived from this model are empirically validated using a field survey of Web-based tax filing service users. The results suggest that users' continuance intention is determined by Internet self-efficacy and satisfaction. Satisfaction, in turn, is jointly determined by interpersonal influence, perceived usefulness, and perceived playfulness.
With the liberalization and internalization of financial markets, in terms of the entrance of the World Trade Organization, banks in Taiwan face pressures in service quality and administrative efficiency. Predicting customers’ intention to adopt Internet banking is an important issue. Attempts to understand how an individual's belief, embracing attitude, subjective norm and perceived behavioral control, can influence intention. Two versions of the model of the theory of planned behavior (TPB) – pure and decomposed – are examined and compared to the theory of reasoned action (TRA). Data are collected from approximately 425 respondents and structural equation modeling is used to analyze the responses. Results generally support TRA and TPB and provide a good fit to the data.
The Technology Acceptance Model and two variations of the Theory of Planned Behavior were compared to assess which model best helps to understand usage of information technology. The models were compared using student data collected from 786 potential users of a computer resource center. Behavior data was based on monitoring 3,780 visits to the resource center over a 12-week period. Weighted least squares estimation revealed that all three models performed well in terms of fit and were roughly equivalent in terms of their ability to explain behavior. Decomposing the belief structures in the Theory of Planned Behavior provided a moderate increase in the explanation of behavioral intention. Overall, the results indicate that the decomposed Theory of Planned Behavior provides a fuller understanding of behavioral intention by focusing on the factors that are likely to influence systems use through the application of both design and implementation strategies. Copyright © 1995 Institute for Operations Research and the Management Sciences.
Although electronic commerce (EC) has created new opportunities for businesses as well as consumers, questions about consumer attitudes toward Business-to-Consumer (B2C) e-commerce vis-à-vis the conventional shopping channels continue to persist. This paper reports results of a study that measured consumer satisfaction with the EC channel through constructs prescribed by three established frameworks, namely the Technology Acceptance Model (TAM), Transaction Cost Analysis (TCA), and Service Quality (SERVQUAL). Subjects purchased similar products through conventional as well as EC channels and reported their experiences in a survey after each transaction. Using constructs from the three frameworks, a model was constructed and tested to examine the determinants of the EC channel satisfaction and preference using the survey data.
Structural equation model analyses indicate that metrics tested through each model provide a statistically significant explanation of the variation in the EC consumers' satisfaction and channel preference. The study found that TAM components—perceived ease of use and usefulness—are important in forming consumer attitudes and satisfaction with the EC channel. Ease of use also was found to be a signi.cant determinant of satisfaction in TCA. The study found empirical support for the assurance dimension of SERVQUAL as determinant in EC channel satisfaction. Further, the study also found general support for consumer satisfaction as a determinant of channel preference.