Perceived behavioral control Purchase intention Product Marketing Activities

Perceived behavioral control purchase intention

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Perceived behavioral control Purchase intention Product Marketing Activities Web-Vendor Marketing Activities Product Price Risks Product Quality Risks Web-Vendor Quality Risks Web-Vendor Security Risks Product-Consumer Trust Web-Vendor Consumer Trust Intention to Purchase
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2007 USA 206 Online store perception Online shopping enjoyment Online shopping involvement Desire to stay at an online store Patronage intention towards an online store
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Key Findings In this study, satisfaction with prior online shopping exerted dominant influence on the continuance intention. Our findings support EDT’s contention that satisfaction with online shopping is a strong predictor of users’ continuance intention. A plausible explanation is that online shopping involves intensive confidential data, security issues and convenience concern, and thus users dissatisfied with initial use of online shopping are apt to discontinue using it. This result is consistent with many prior studies (e.g., Bhattacherjee, 2001; Bhattacherjee and Premkumar, 2004; Lin et al., 2005). The result confirms the role of satisfaction in shaping users’ continuance intention in the online shopping context. Second, our findings generally support the results of prior EDT-based studies (e.g., Anderson and Sullivan, 1993; Oliver, 1993; Bhattacherjee, 2001; McKinney et al., 2002; Bhattacherjee and Premkumar, 2004) and indicate that disconfirmation exerts the strongest effect (b ¼ 0.60) on satisfaction. Further, the effect of satisfaction on the continuance intention (b ¼ 0.30) is the second strongest among various determinants. This implies that online shopping retailers not only should acquire new customers, but also need to maintain high-quality Web sites to increase users’ satisfaction and retain their customer base. Third, disconfirmation is a new construct in the online shopping research. Conceptualizing this construct and incorporating it into TPB model to understand temporal variations in online shopping continuance is one of contributions of this study. In our findings, the large effect size of disconfirmation suggests that users view realizing their expectation as being critical in forming affect and intention to continue using online shopping. The results across the two studies suggest that, while the instrumental aspects of the new media are important predictors of online attitudes, the more immersive, hedonic aspects of the new media play at least an equal role. This is evidenced by the strong and consistent influence of enjoyment on attitudes in both studies. Alongside enjoyment, several variables that reflect perceptions of immersive, involving characteristics of the interactive experience (i.e., navigation, convenience, and substitutability for personal examination) were strong predictors as well
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Results suggest that consumers who decided not to consult a product recommendation during their online shopping have a less complex online shopping behavior than consumers who decided to consult the product recommendation. They were found to have a more linear
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  • Fall '17
  • online retailers

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