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http://www.asgatechshop.com/en /. http://ovistore.com. Sustaining Online Shopping Moderating Role of Online Shopping Motives. Chuanlan Liu Sandra Forsythe. Presented to: Dr Dina Rateb

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  1. http://www.asgatechshop.com/en/ http://ovistore.com

  2. Sustaining Online Shopping Moderating Role of Online Shopping Motives Chuanlan Liu Sandra Forsythe Presented to: Dr Dina Rateb Presented by : Amira Omar MOIS 466-01

  3. Keywords to know: • E-tailing (online selling) • E-shoppers (online buyers) • Online shopping • Post-adoption • Technology Acceptance Model (usefulness,enjoy,ease) • Prospect Theory (approach benefits vs. Risks avoidance) • Moderating effects • Shopping motivations(utilitarian-hedonic)

  4. What’s the article about? • Tests the effects of Technology Acceptance Model factors (usefulness, enjoyment, and ease of use) on the use of the online channel for : • Applying Prospect theory • Motivational approach-avoidance conflict

  5. Questions to answer

  6. Conceptual Model & Research Hypothesis

  7. Conceptual Model Usefulness H2a H4a H2b Information Search Online Purchase Ease of Use H1 H3a H5b H3b H4b Enjoyment H5d H5e H5c H5a Online Shopping Motives (Approach-Avoidance Conflict) Figure 1 Research model & hypotheses. Note. Dashed lines denote moderating effects

  8. Post-Adoption Usage of the Internet for shopping

  9. H1 More use of the online channel for information search leads to more online shopping.

  10. Conceptual Model Usefulness H2a H4a H2b Information Search Online Purchase Ease of Use H1 H3a H5b H3b H4b Enjoyment H5d H5e H5c H5a Online Shopping Motives (Approach-Avoidance Conflict) Figure 1 Research model & hypotheses. Note. Dashed lines denote moderating effects

  11. Usefulness

  12. H2a & H2b • Usefulness of the online channel for shopping leads to • Online information search • Online purchasing

  13. Conceptual Model Usefulness H2a H4a H2b Information Search Online Purchase Ease of Use H1 H3a H5b H3b H4b Enjoyment H5d H5e H5c H5a Online Shopping Motives (Approach-Avoidance Conflict) Figure 1 Research model & hypotheses. Note. Dashed lines denote moderating effects

  14. Enjoyment

  15. H3a & H3b • Enjoyment from using the online channel leads to • Online information search • Online purchasing

  16. Conceptual Model Usefulness H2a H4a H2b Information Search Online Purchase Ease of Use H1 H3a H5b H3b H4b Enjoyment H5d H5e H5c H5a Online Shopping Motives (Approach-Avoidance Conflict) Figure 1 Research model & hypotheses. Note. Dashed lines denote moderating effects

  17. Ease of Use

  18. H4a & H4b • Ease of use indirectly affects post adoption usage through • its impact on: • Usefulness • Enjoyment

  19. Conceptual Model Usefulness H2a H4a H2b Information Search Online Purchase Ease of Use H1 H3a H5b H3b H4b Enjoyment H5d H5e H5c H5a Online Shopping Motives (Approach-Avoidance Conflict) Figure 1 Research model & hypotheses. Note. Dashed lines denote moderating effects

  20. Moderating Role of Online Shopping Motives

  21. Needs

  22. Motives • Utilitarian (more effect on online buying) • convenience, product selection, info, prices, promotions • b)Hedonic • new experiences, freedom & control

  23. Motivational Conflict When consumers make a choice to shop online, both positive motives for pursuing benefits & negative motives for avoiding risks impact their choice making process simultaneously.

  24. H5a Online information search is more strongly related to online purchase for shoppers with more motivational conflict than for those with less motivational conflict.

  25. Conceptual Model Usefulness H2a H4a H2b Information Search Online Purchase Ease of Use H1 H3a H5b H3b H4b Enjoyment H5d H5e H5c H5a Online Shopping Motives (Approach-Avoidance Conflict) Figure 1 Research model & hypotheses. Note. Dashed lines denote moderating effects

  26. H5b & H5c • Usefulness is more strongly related to • Online information search • Online purchase for shoppers with a higher • motivational conflict than those with less.

  27. Conceptual Model Usefulness H2a H4a H2b Information Search Online Purchase Ease of Use H1 H3a H5b H3b H4b Enjoyment H5d H5e H5c H5a Online Shopping Motives (Approach-Avoidance Conflict) Figure 1 Research model & hypotheses. Note. Dashed lines denote moderating effects

  28. H5d & H5e • Enjoyment is more strongly related to • Online information search • (b)Online purchase for shoppers with • a low motivational conflict than those with high.

  29. Conceptual Model Usefulness H2a H4a H2b Information Search Online Purchase Ease of Use H1 H3a H5b H3b H4b Enjoyment H5d H5e H5c H5a Online Shopping Motives (Approach-Avoidance Conflict) Figure 1 Research model & hypotheses. Note. Dashed lines denote moderating effects

  30. @ Method @

  31. Commercial online survey • Incentives where given • Awarded every participant same # of • e-points to claim online gift cards from e-tailers • U.S. online population demographics (Gender, age, income) • Invitations by e-mail through IP addresses • 598 valid responses out of 1500 (39.9%)

  32. Measures • 7 point multi-item scales • (1=strongly disagree; 7=strongly agree) • Asking the frequency of: • a) searching for product information • b) online purchases in the past 6 months • c) intention to conduct the 2 activities in the next 6 month.

  33. Results • The internet shopping has become a regular part of • everyday life for Americans. • Usefulness but not enjoyment directly affects online • purchase. • Enjoyment affects online purchase only indirectly.

  34. Discussion & Implications

  35. Benefit perceivers use the online channel for info. search • & purchase more than risk perceivers. • Shoppers exhibit different degrees of motivational • approach • Prospect theory: sure gains encourage individuals to • overcome risk aversion. • The prospect theory assist in understanding the online • decision making process.

  36. Limitations

  37. Although the Online survey was used to collect • data from a national sample, it faced the problems • of self selection & self reporting.

  38. Conclusion

  39. This research mentioned two usages of online • channels: information search, purchase, who • are treated separately , 2 different decisions. • Future research: Internet usage behavior.

  40. Thanks

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