1 / 33

Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior

Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior. Koufaris, M. (2003). Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior. Information Systems Research, 13(2), 205-223.  . Introduction. B2C emotional and cognitive

nikki
Download Presentation

Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Applying the Technology AcceptanceModel and Flow Theory to OnlineConsumer Behavior Koufaris, M. (2003). Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior. Information Systems Research, 13(2), 205-223. 

  2. Introduction • B2C • emotional and cognitive • using different types of search mechanisms on the Web site

  3. Theoretical Framework andStudy Measures • 1a. Shopping enjoyment is positively related to intention to return. • 1b. Perceived control is positively related to intention to return. • 1c. Concentration is positively related to intention to return. flow

  4. 2a. Perceived usefulness of the Web store is positively related to intention to return. • 2b. Perceived ease of use of the Web store is positively related to intention to return. TAM

  5. 3a. Consumers with higher shopping enjoyment are more likely to make unplanned purchases. • 3b. Consumers with higher perceived control are less likely to make unplanned purchases. • 3c. Consumers with higher concentration are more likely to make unplanned purchases. flow

  6. 4a. Product involvement is positively related to shopping enjoyment. • 4b. Product involvement is positively related to concentration. flow

  7. 5a. Perceived skills are positively related to perceived control. • 5b. Perceived skills are positively related to shopping enjoyment. • 5c. Perceived skills are positively related to concentration. flow

  8. 6a. The use of value-added search mechanisms is positively related to perceived control. • 6b. The use of value-added search mechanisms is positively related to shopping enjoyment. • 6c. The use of value-added search mechanisms will be positively related to concentration. flow

  9. 7a. The level of challenges of a Web store is positively related to perceived control. • 7b. The level of challenges of a Web store is positively related to shopping enjoyment. • 7c. The level of challenges of a Web store is positively related to concentration. flow

  10. Methods • online questionnaire • Booksamillion.com---for several reasons (1) The site is comprehensive and functional (2) unknown online bookseller that guaranteed us enough first-time customers for our sample. (3) unlike Amazon.com,primarily sells books. Coffee and magazines, the main focus of the store is books.

  11. Study Design • Survey---difficult • simulated actual customers by recruiting subjects • unplanned purchases Simulated an initial purchase plan --$10 gift certificate

  12. The first part --unrelated to their particular visit, including how many intended to buy when they visited the online bookstore. • created a binary variable value zero ---no unplanned purchases value one ---some unplanned purchases.

  13. Implementation • Data--Dynamic Logic--online market research • randomly selected--e-mailed • $10 gift certificate --code and a button --new window opened • $10 in cash (via check), and the chance to • win $1,000 in cash. • leaving only new customers.

  14. Sample and Descriptive Statistics • ran for one week. • The first part -- 300 subjects, and 280--second part • There were 12 international respondents, mainly from Canada. • 63% female, and about 50% of the subjects were 30 to 50 years old. 77% of the subjects college education • 48% income of over $50,000.

  15. Almost half of the subjects reported having children under the age of 18, • 68% reported spending over 15 hours per week online. • Almost 50% of the subjects reported buying books online at least four times a year. • rate loyalty --one to six, (over 45%) reported low customer loyalty

  16. (73.2%) intended to buy no books or not know how many they would buy. • 20%--one book. • almost half purchased at least one book, 10% purchasing more than one. • 32% unplanned purchase • 24% bought one more book than planned

  17. 6% bought two more • Very few purchased crossselling items such as coffee (4 subjects) or magazines (17 subjects). • (65%) spent 20 minutes or less at Booksamillion.com, • 33% would return to Booksamillion.com (giving six or seven on a seven-point scale). • 14% would not return (giving one or two on the same scale).

  18. Results

  19. Discussion • as a shopper and a computer user • TAM research--more important predictor • Enjoy—return • on unplanned purchases—no relationship • value-added search mechanisms may influence the experience • actual new customers

  20. Many issues remain unresolved and many questions unanswered. • Future research can use these metrics to explain how and why consumers think, act, and feel when shopping on the Web.

More Related