Predicting consumer intentions to shop online: An empirical test of competing theories

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.     

Understanding the behavior of mobile data services consumers

Due to rapid advances in the Internet and wireless technologies, a ubiquitous computing world is becoming a reality in the form of mobile computing. At the center of this phenomenon is mobile data services which arise from the convergence of advanced mobile communication technologies with data services. Despite the rapid growth in mobile data services, research into consumers’ usage behavior is scarce. This study attempts to identify and empirically assess the factors that drive consumers’ acceptance of mobile data services. A research model based on the decomposed theory of planned behavior and incorporating factors that represent personal needs and motivations in using mobile data services is presented. The model is tested via an online survey of 811 consumers of four categories of mobile data services (i.e., communications, information content, entertainment, and commercial transactions) associated with different usage contexts. We found that attitude, social influence, media influence, perceived mobility, and perceived monetary value influence consumers’ intention to continue usage of mobile data services. In addition, perceived ease of use, perceived usefulness, and perceived enjoyment influence attitude toward continued usage of mobile data services. Finally, separate analysis of the different categories of mobile data services highlights the influence of individual usage context on consumers’ behavior.

Predicting unsafe behaviors at nuclear power plants: An integration of Theory of Planned Behavior and Technology Acceptance Model

Unsafe behaviors, including both errors and violations, have been identified as key contributors to accidents at nuclear power plants. However, the mechanisms behind such unsafe behaviors are not fully understood. This study aimed to investigate how workers' attitude and perception factors would predict errors and violations at nuclear power plants by proposing and validating an unsafe behavior model. The proposed model applied the Theory of Planned Behavior as the ground theoretical model and added factors from Technology Acceptance Model to capture workers’ perception of work regulations. To examine the validity of the proposed model, a total of 178 questionnaires were distributed at two nuclear power plants in China and 171 valid questionnaires were returned. The Structured Equation Modeling (SEM) analysis indicated that the proposed model fitted the data well. The results showed that perceived ease of use and perceived usefulness in following work regulations contributed to a positive attitude, which helped reduce the occurrence of both errors and violations. Moreover, errors were further affected by subjective norm while violations were not. Perceived behavior control was not a significant factor of either errors or violations.These findings suggest that to reduce errors and violations, policymakers should focus on methods to improve the perceived usefulness and perceived ease of use of work regulations, and promote a positive attitude towards safety.     

Predicting consumer intention to use mobile service

Abstract. Advances in wireless technology have increased the number of people using mobile devices and accelerated the rapid development of mobile service (m-service) conducted with these devices. However, although many companies are today making considerable investments to take advantage of the new business possibilities offered by wireless technology, research on mobile commerce suggests potential consumers may not adopt these m-services in spite of their availability. Thus, there is a need for research to identify the factors that affect consumer intention to use m-services. Based on the technology acceptance model (TAM), theory of planned behaviour (TPB) and Luarn & Lin's 2005 mobile banking acceptance model, the current research respecifies and validates an integrated model for predicting consumer intention to use m-service by adding one trust-related construct ('perceived credibility') and two resource-related constructs ('self-efficacy' and 'perceived financial resources') to the TAM's nomological structure and re-examining the relationships between the proposed constructs. Data collected from 258 users in Taiwan were tested against the research model using the structural equation modelling approach. The results strongly support the proposed model in predicting consumer intention to use m-service. Several implications for information technology/information system acceptance research and m-service management practices are discussed.     

Effects of consumer characteristics on their acceptance of online shopping: Comparisons among different product types

Previous electronic commerce (EC) studies have found that consumer characteristics are important when considering issues related to the acceptance of online shopping. However, most studies have focused on a single product or similar products. The effects of different product types have been relatively neglected. Previous studies have limited the generalizability of their results to a few products at best. To overcome this limitation, the purpose of this study was to explore the effects of different product types. The Internet product and service classification grid proposed by Peterson, Balasubramanian and Bronnenberg (Peterson, R. A., Balasubramanian, S., & Bronnenberg, B. J. (1997). Exploring the implications of the Internet for consumer marketing. Journal of Academy of Marketing Science, 25(4), 329–346) was employed to examine the effects of consumer characteristic differences on online shopping acceptance in the context of different products and services. A survey-based approach was employed to investigate the research questions. Regression analysis demonstrated that the determinants of online shopping acceptance differ among product or service types. Additionally, personal innovativeness of information technology (PIIT), perceived Web security, personal privacy concerns, and product involvement can influence consumer acceptance of online shopping, but their influence varies according to product types.     

Understanding factors affecting e-reverse auction use: An integrative approach

Using electronic-reverse auction (e-reverse auction) offers many advantages to companies such as price reduction, decrease in cycle time, standardization, and transparency in purchasing process. Despite its great advantages, some users do not want to use e-reverse auction technology for the procurement of products or services. This study aims to understand factors affecting e-reverse auction usage in companies by integrating three important theories. Key constructs of technology acceptance model (TAM), theory of planned behavior (TPB), and innovation diffusion theory (IDT) are integrated to explain behavioral intention to use and actual use of e-reverse auction. Using LISREL 8.54, data collected from 156 employees working in the procurement department of companies in 40 different countries were used to test the proposed research model. Results indicated that, 76% of employees’ intention to use e-reverse auction is explained by subjective norms, perceived behavioral control, and perceived usefulness. Among them, subjective norms have the strongest effect. Besides, actual use of e-reverse auction is directly predicted by behavioral intention to use. We conclude with managerial implications and recommendations for possible future research.     

The role of readiness for change in ERP implementation: Theoretical bases and empirical validation

Implementation of ERP systems continues to drive change in organizations. However, the effort is often considered a failure, partially because potential users resist the change. Readiness plays an active role in reducing resistance to such efforts. Therefore, we examined the formation of readiness for change and its effect on the perceived technological value of an ERP system leading to its use. We developed a model of readiness for change incorporating TAM and TPB. The model was then empirically tested using data collected from users of ERP systems in Korea. Structural equation analysis using LISREL provided significant support for all proposed relationships. Specifically, we found that readiness for change had an indirect effect on behavioral intention to use an ERP system. At the same time, readiness for change was found to be enhanced by two factors: organizational commitment and perceived personal competence.     

The impact of the online and offline features on the user acceptance of Internet shopping malls

Internet shopping mall has the dual nature of Web-based application system and traditional shopping mall. This paper explores online and offline features of Internet shopping malls and their relationships with the acceptance behaviors of customers. The results from a Web survey of 932 users show that the technology acceptance model (TAM) is valid in predicting the acceptance of the Internet shopping malls and that online and offline features have positive effects on the user acceptance. Both online and offline features have greater effects on the usefulness, attitude, and intention to use than either online or offline features separately. This study provides a domain-specific, integrative approach in evaluating the quality and antecedents of user acceptance for Internet shopping malls.     

An empirical test to measure the effectiveness of online advertising in online marketplaces using a hierarchical Bayes model

Online marketplace, taken the form of “open market” where a very large number of buyers and sellers participate, has occupied a rapid increasing position in e-commerce, which resulting in sellers’ increasing investment on online advertising. Hence, there is a growing need to identify the effectiveness of online advertising in the online marketplaces such as eBay.com. However, it is problematic to directly apply the existing online advertising effect models for click-through data of online marketplaces. Therefore, there is a need for developing a model to estimate the effectiveness of online advertising in online marketplace considering its characteristics. In this paper, we develop an analytical Bayesian approach to modeling click-though data by employing the Poisson-gamma distribution. Our results have implications for online advertising effect measurement, and may help guide advertisers in decision-making.     

Toward an understanding of the behavioral intention to use mobile banking

Although millions of dollars have been spent on building mobile banking systems, reports on mobile banking show that potential users may not be using the systems, despite their availability. Thus, research is needed to identify the factors determining users' acceptance of mobile banking. While there has been considerable research on the technology acceptance model (TAM) that predicts whether individuals will accept and voluntarily use information systems, limitations of the TAM include the omission of an important trust-based construct in the context of electronic/mobile commerce, and the assumption that there are no barriers preventing an individual from using an IS if he or she chooses to do so. Based on literature relating to the theory of planned behavior (TPB) and the TAM, this study extends the applicability of the TAM in a mobile banking context, by adding one trust-based construct (“perceived credibility”) and two resource-based constructs (“perceived self-efficacy” and “perceived financial cost”) to the model, while paying careful attention to the placing of these constructs in the TAM's existing nomological structure. Data collected from 180 users in Taiwan were tested against the extended TAM, using the structural equation modeling approach. The results strongly support the extended TAM in predicting users' intentions to adopt mobile banking. Several implications for IT/IS acceptance research and mobile banking management practices are discussed.     

Effect of online social networking on student academic performance

Online social networks (OSNs) have permeated all generations of Internet users, becoming a prominent communications tool, particularly in the student community. Thus, academic institutions and faculty are increasingly using social networking sites, such as Facebook and LinkedIn, to connect with current and potential students and to deliver instructional content. This has led to a rise in questions about the impact of OSN on academic performance and the possibility of using it as an effective teaching tool. To learn more about the impact on academic performance, we conducted a survey of business students at a large state university. Survey results were analyzed using structural equation modeling (SEM). The results revealed a statistically significant negative relationship between time spent by students on OSN and their academic performance. The time spent on OSN was found to be heavily influenced by the attention span of the students. Specifically, we determined that the higher the attention span, the lower is the time spent on OSN. Further, attention span was found to be highly correlated with characteristics that predict or influence student behavior, such as their perceptions about society’s view of social networking, their likes and dislikes of OSN, ease of use of OSN, etc.     

Predicting knowledge sharing practices through intention: A test of competing models

In knowledge management (KM)-related research, effective knowledge sharing is considered to be one of the most critical components of KM success. For the present research, the authors conducted a longitudinal, two-phased study to evaluate if the Theory of Reasoned Action (TRA) and three variations of the Theory of Planned Behavior—namely, TPB, decomposed TPB (DTPB), and revised TPB (RTPB)—can adequately predict knowledge sharing behaviors. The first TRA-based study shows a severe limitation in the ability of the intention to predict actual knowledge sharing behaviors collected from a knowledge management platform. In a subsequent study, three variations of TPB-based models were employed to show that, although the independent variables (i.e., attitude, subjective norm, and perceived behavior control that is decomposed into controllability and self-efficacy) give satisfactory explanations of variance in intention (R² > 42%), the intention–behavior gap still exists in each of the three models. Only the perceived self-efficacy in the revised TPB can directly predict knowledge sharing behaviors. This gap highlights the importance of knowledge sharing as a fundamentally social activity for which the actualization of intention into actions may be interrupted due to barriers such as a mistake-free culture or others’ deliberate misinterpretations that may in turn cause unanticipated negative consequences to the person. The theoretical implication of this study is that in applying TPB to study knowledge sharing practices, researchers must focus on control beliefs that reflect people’s capacity to overcome possible environmental challenges encountered in carrying out their knowledge sharing intentions.     

How to select search keywords for online advertising depending on consumer involvement: An empirical investigation

In paid search advertising on Internet, advertisers bid for specific keywords. Consumer involvement affects a consumer’s purchase intention. However, there has been no research on selecting keywords in paid search advertising depending on consumer involvement from the advertisers’ perspective. Our paper investigates the effects of several factors including impressions, click-through rate, conversion rate, the number of competitors and the quantity of online customer reviews on the performance of individual keywords. Our analysis shows that regardless of consumer involvement, the conversion rate and the number of reviews significantly affect to the performance of individual keywords but the click-through rate does not. In addition, the effects of impressions and the number of competitors partially exist depending on consumer involvement. This study provides managerial insights into paid search advertising and can give some assumptions in the theoretical modeling literature for allocating advertising budgets.     

Investigating the Antecedents of Customer Behavioral Intentions Using the Service Acceptance Model

In highly competitive markets, enterprises provide various services to attract and retain customers. However, even though they are able provide higher‐quality services to customers, there are still many companies that are unable to gain benefits because customers do want these services. With the integration of the theory of planned behavior and quality‐value‐satisfaction‐behavioral intention model proposed by Cronin, Brandy, and Hult ( 2000 ), the service acceptance model, an extended model based on the characteristics of the service industry, is proposed in this work to investigate the effects of attitude, social pressure, perceived behavioral control, service quality, and service value on behavioral intention. The empirical results show that the perceived behavioral control of the high‐income sample group is not correlated with customer behavioral intentions, which differs from the results for the overall and low‐income sample groups. The customers’ own financial resources are thus of great importance in this context. Service quality has a significantly positive impact on perceived value and attitude. This suggests that good service quality will be conducive to increasing perceived value and strengthening customers’ positive attitudes toward a service, indirectly affecting the behavioral intention to purchase a service.     

Effects of consumer visit to online community and product channel on local sales of large consumer goods: Evidence from real estate industry

Online intermediaries have become important information sources for consumers’ purchase decision making. However, the economic values of consumer visits to two online intermediaries, namely, online community and product channel, have not been well studied. By collecting a dataset on consumer visits from a large real estate website to match with local offline housing sales data, we empirically explore the respective, relative, and interaction effects of consumer visits to online communities and product channels on sales of large consumer goods. We control for relevant factors, account for potential endogeneity issues, and perform various robustness checks to validate the consistency of our findings. Our results show that consumer visits to online communities have a more significant effect than those to product channels in driving sales. However, the interaction effect of consumer visits to these two online intermediaries on sales is negative. We also find that consumer website-related experience has a significant moderating effect on the relationship between consumer visits to product channels and sales. Our findings provide important theoretical contributions and managerial implications.     

Consumer's decision to shop online: The moderating role of positive informational social influence

While much of the current literature tends to focus on the direct effect of social influence on consumer online shopping behavior, our study drew heavily on social influence theory and argued for an alternative theory focusing on the moderating role of social influence. In particular, we explored how positive messages in online discussion forums may affect consumers’ decisions to shop online. We used a laboratory experiment in which the treatment group was required to read positive messages about online shopping experience in an online discussion forum. Positive social influence was found to reinforce the relationship between beliefs about and attitude toward online shopping, as well as the relationship between attitude and intention to shop. We believe our alternative theory provides new insight into the complex processes through which social influence is brought to bear on consumers’ online shopping decisions. Implications of our work are discussed.     

Understanding customers' loyalty intentions towards online shopping: an integration of technology acceptance model and fairness theory

As with any other information system (IS), the success of online shopping depends largely on customer satisfaction and other factors that will eventually increase customers' loyalty intentions. This article integrates two major variables of technology acceptance model (TAM), trust, and fairness to construct a model for investigating the motivations behind customers' loyalty intentions towards online shopping. The hypothesised model is validated empirically using data collected from 311 customers of an online shopping store. The results indicated that distributive, procedural and interactional fairness were strong predictors of trust, which in turn influenced satisfaction. Distributive fairness and interactional fairness exhibited significant positive effects on satisfaction. Perceived usefulness and satisfaction influenced loyalty intention towards online shopping. Perceived ease of use acts indirectly on loyalty intention through the mediating effect of perceived usefulness. Implications for theory and practice and future research directions are discussed.     

Online environmental community members’ intention to participate in environmental activities: An application of the theory of planned behavior in the Chinese context

This study investigated the factors associated with online environmental community members’ intention to participate in environmental activities in the Chinese context, employing the framework of the theory of planned behavior (TPB). Using data from a survey of community members (N = 211), structural equation modeling analyses confirmed the roles of subjective norm and self-efficacy in affecting intention to participate in environmental activities. Unlike other TPB studies, however, the study discovered that attitude was not significantly associated with intention. In addition, other relevant factors, including ego involvement, group identification, perceived salience of environmental problems, perceived popularity of environmental activities, and perceived interactivity of the community websites, were found to be associated with the intention of participation, either directly or indirectly. The theoretical and practical implications were discussed.     

To buy or not to buy experience goods online: Perspective of innovation adoption barriers

The purpose of this study attempts to understand why consumers rarely shop online. Innovation resistance theory is employed in this study. Results of the survey utilizing a questionnaire among the members of study case indicated that value and tradition are major barriers toward use intention. Significant differences in usage barrier and image barrier exist between different non-adopted groups. On average, rejecters group have the highest barriers, followed by opponents, and postponers. Finally, there exist significant differences in usage, value, tradition, and image barriers between adopters and non-adopters toward buying experience goods online. These findings provide a better understanding of consumer’s attitude toward buying experience goods online.