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

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Model and Flow Theory to Online ... including how many intended to buy when they visited the online bookstore. created a binary variable value zero ---no unplanned ... – PowerPoint PPT presentation

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


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

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11
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.

12
Study Design
  • Survey---difficult
  • simulated actual customers by recruiting subjects
  • unplanned purchases
  • Simulated an initial purchase plan
  • --10 gift certificate

13
  • 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.

14
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.

15
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.

16
  • 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

17
  • (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

18
  • 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).

19
Results
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27
Discussion
  • as a shopper and a computer user
  • TAM research--more important predictor
  • Enjoyreturn
  • on unplanned purchasesno relationship
  • value-added search mechanisms may influence the
    experience
  • actual new customers

28
  • 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.

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