The Elaboration Likelihood Model and the Influence of eCommerce DSS Factors on the Intention to Purchase

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The Elaboration Likelihood Model and the
Influence of eCommerce DSS Factors on the
Intention to Purchase

• Richard Lawrence
• Jaeki Song
• Donald Jones
• December 10, 2006

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Influence of WebDSS Factors on Intention to
Purchase
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Influence of WebDSS Factors on Intention to
Purchase
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Influence of WebDSS Factors on Intention to
Purchase

• Prior research available resources
• Consumer characteristics measures
• Need for cognition (NFC)
• Product familiarity
• Product involvement
• WebDSS familiarity
• Attitude change
• Intention to purchase
• eCommerce security concerns
• Impulsivity
• eCommerce webpage characteristics
• Peripheral cues
• WebDSS factors
• Ease of use
• Ecommerce security issues
• Other central factors
• Behavioral decision-making theories and models

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Influence of WebDSS Factors on Intention to
Purchase

• Elaboration Likelihood Model ELM (Petty
  Cacioppo, 1981)
• Graphic adopted from Tam Ho, 2005

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Influence of WebDSS Factors on Intention to
Purchase

• ELM in Web Personalization (Tam Ho, 2005)

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Influence of WebDSS Factors on Intention to
Purchase

• Application of ELM to the Influence of eCommerce
  WebDSS

Central Processing
WebDSS Factors
Preference Matching
Compensatory Sort cues Ratings Recommend Multi-Dim
ens Comparison Ease of Use
Depth of Info Proc
Intention to Purchase
Consumer Characteristics
Attitude Change
Peripheral Variables
Peripheral Processing
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Influence of WebDSS Factors on Intention to
Purchase

• Research Questions
• What WebDSS factors influence consumer intent to
  purchase?
• How does this influence depend on user
  characteristics?
• Do users readily adopt new WebDSS functionality?
• Does WebDSS utilization increase user perceptions
  of elaborative effort and thus maintain high
  elaboration effects?

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Influence of WebDSS Factors on Intention to
Purchase
Questions?
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Influence of WebDSS Factors on Intention to
Purchase

• Preliminary Research Agenda
• WebDSS factors
• Review of prior WebDSS factor research
• Preliminary research of additional WebDSS factors
• Exploratory Research
• User preferences
• Product familiarity
• Measures refinement
• Preliminary power analysis
• Manipulation checks requirements
• Research model revision
• Primary Research

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Influence of WebDSS Factors on Intention to
Purchase

• Primary Research - Methods
• Sampling design
• Measures
• Independent website variables
• Ease of use, Security, Information quality,
  webDSS factors, other marketing factors
• Independent consumer variables
• Need for cognition, Product familiarity, Product
  involvement
• Dependent variable intention to purchase
• Attitude toward product
• Purchase confidence

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Influence of WebDSS Factors on Intention to
Purchase

• Primary Research Methods (continued)
• Research Design
• Data collection
• Paper based survey
• Randomized survey script
• Manipulation checks
• Data Analysis
• Covariance analysis

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Influence of WebDSS Factors on Intention to
Purchase
Questions?
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(No Transcript)
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Influence of WebDSS Factors on Intention to
Purchase

• Possible Implications
• Research
• Operationalization of the intent to purchase in
  this context
• Expanding the context of ELM application
• Web page design
• Improving effectiveness of webDSS functionalities
• DSS
• Expanding knowledge of user-webDSS interaction