All Academic, Inc. Research Logo

Info/CitationFAQResearchAll Academic Inc.
Document

A Model of Consumer Behaviors in Electronic Commerce: Trust, Information Search, and Internet Shopping
Unformatted Document Text:  12 (1999) found that Internet shoppers were more willing to try new products or services due to their innovative personality type and were more impulsive than non-shoppers. Insights into the recreational of Internet use provide a reason of relationships between impulsiveness and online shopping. The Internet offers consumers the possibility of get in “flow” (Hoffman & Novak, 1997). When consumers are “ in flow” on the Web, they lose track of time and become so involved in what they are doing that they feel more present in the interactive environment than in their immediate physical surroundings (Hoffman & Novak, 1997). In that environment, impulsive consumers perform a purchase without a plan (see Bellenger & Korgaonkar, 1980; Donthu & Gillilan, 1996). In that sense, a consumer’s impulsiveness may promote shopping on the Internet. Accordingly, our model posits that a consumer’s innovativeness and impulsiveness have direct and indirect effects through online information search on shopping on the Internet. Based on the model, we suggest the following hypotheses predicting online shopping. H6. Trust in electronic commerce will be positively related to online shopping. H7-1. Self-confidence in Internet skill will be positively related to online shopping. H7-2. Time spent on the Internet will be positively related to online shopping. H8. Consumer’s information seeking will be positively related to online shopping. H9-1. Early adopters will more engage in online shopping than less innovative consumers. H9-2. Impulsiveness will be positively related to online shopping. Methods Data The data used in this study were gathered in 2000 by an annual mail survey conducted by Market Facts and funded by the DDB Needham advertising agency. Market Facts uses a stratified quota sampling procedure to mimic the population demographics. They begin with a

Authors: Keum, Heejo. and Cho, Jaeho.
first   previous   Page 12 of 26   next   last



background image
12
(1999) found that Internet shoppers were more willing to try new products or services due to
their innovative personality type and were more impulsive than non-shoppers. Insights into the
recreational of Internet use provide a reason of relationships between impulsiveness and online
shopping. The Internet offers consumers the possibility of get in “flow” (Hoffman & Novak,
1997). When consumers are “ in flow” on the Web, they lose track of time and become so
involved in what they are doing that they feel more present in the interactive environment than
in their immediate physical surroundings (Hoffman & Novak, 1997). In that environment,
impulsive consumers perform a purchase without a plan (see Bellenger & Korgaonkar, 1980;
Donthu & Gillilan, 1996). In that sense, a consumer’s impulsiveness may promote shopping on
the Internet. Accordingly, our model posits that a consumer’s innovativeness and impulsiveness
have direct and indirect effects through online information search on shopping on the Internet.
Based on the model, we suggest the following hypotheses predicting online shopping.
H6. Trust in electronic commerce will be positively related to online shopping.
H7-1. Self-confidence in Internet skill will be positively related to online shopping.
H7-2. Time spent on the Internet will be positively related to online shopping.
H8. Consumer’s information seeking will be positively related to online shopping.
H9-1. Early adopters will more engage in online shopping than less innovative
consumers.
H9-2. Impulsiveness will be positively related to online shopping.
Methods
Data
The data used in this study were gathered in 2000 by an annual mail survey conducted
by Market Facts and funded by the DDB Needham advertising agency. Market Facts uses a
stratified quota sampling procedure to mimic the population demographics. They begin with a


Convention
All Academic Convention makes running your annual conference simple and cost effective. It is your online solution for abstract management, peer review, and scheduling for your annual meeting or convention.
Submission - Custom fields, multiple submission types, tracks, audio visual, multiple upload formats, automatic conversion to pdf.
Review - Peer Review, Bulk reviewer assignment, bulk emails, ranking, z-score statistics, and multiple worksheets!
Reports - Many standard and custom reports generated while you wait. Print programs with participant indexes, event grids, and more!
Scheduling - Flexible and convenient grid scheduling within rooms and buildings. Conflict checking and advanced filtering.
Communication - Bulk email tools to help your administrators send reminders and responses. Use form letters, a message center, and much more!
Management - Search tools, duplicate people management, editing tools, submission transfers, many tools to manage a variety of conference management headaches!
Click here for more information.

first   previous   Page 12 of 26   next   last

©2012 All Academic, Inc.