E Commerce And E Consumer Behavior Marketing Essay

Furthermore, Deutsh ( 1958 ) states that trust is the basis back uping all concerted behaviors between relation parties. Trust arises when one party believes in other ‘s trustiness and future behavior, besides when “ One party has assurance in an exchange partner’reliability and unity ” ( Morgan and Hunt, 1994: p. 20 ) . If trust is non decently fulfilled, the trust party will see unpleasant effects ( Deutsh,1958 ) . Lack of trustiness and assurance affect the relationship. Therefore, high-ranking trust reduces perceived uncertainness between relationship spouses ( Mayer,1995 ) . Andrews ( 1994 ) agues that deficiency of trust is the major barrier to communicating between parties, where the importance of trust manifests itself when a client trades with a merchandiser. Besides Keen ( 1997 ) believes that deficiency of consumer trust is the most of import long-run barrier for recognizing the Internet selling potency to client. As spouses ‘ trust in one another additions, they are likely to take hazards in the relationship, go more satisfied with their spouse, and depend more on one another ( Wieselquist,1999 )

Harmonizing to Li and Qiu ( 2008 ) , trust can impact sensed utility in the short term and in the long term. By contrast, Li and Qiu ( 2008 ) believe that perceived easiness of usage have a positive influence on trust because sensed easiness of usage may assist increase the consumers positive feelings of on-line concerns and may heighten the consumers ‘ willingness to purchase and better buyer-seller relationship ( Li & A ; Qiu, 2008 ) .

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2.4.2 Social Presence

Li and Qiu ( 2008 ) place the term of societal presence as the feeling and emotion of being the others. In the electric commercialism environment, the societal presence is perfectly of import. Many on-line shopping web sites try to back up client service by holding individual unrecorded aid online via chat programme, e-mail, instant messaging tools and allow people to pass on to shopping friends over the Internet community. These provide online shoppers with similar perceptual experiences to what they could see in the existent universe ( Li & A ; Qiu, 2008 ) . Harmonizing to their theoretical account Li and Qiu ( 2008 ) province that the societal presence that a web site can lend with, can positively lend to swear among consumer. Trustworthiness in face-to-face human interactions is normally noticeable by an surplus of of import societal cues. When a consumer interacts with a web site for the first clip, they have a trouble seeking to judge the trustiness of the web site because they understand few of these societal cues ( Li & A ; Qiu, 2008 ) .

2.4.3 Perceived Enjoyment

Venkatesh ( 1999 ) states that a high degree of intrinsic motive, which arises without any external stimulation, is likely to take to a higher degree of sustained usage behaviour when it comes to engineering. The degree of intrinsic enjoyment of an activity is a common step of flow. The term flow refers to a positive feeling a individual gets when he or she experience entire engagement in an activity. Due to the fact that online shopping is limited to largely planar images and text, it does non ever provide the same enriching and emotionally fulfilling experience as shopping in the physical universe provides ( Koufaris, 2002 ) . Li and Qiu ( 2008 ) suggests in their drawn-out theoretical account that perceived enjoyment will use both direct and indirect influences on the acceptance purposes of those consumers that are users of an online shopping web site. If consumers perceive a web site to be merriment to utilize, they will see the undertaking as less drilling and therefore they are more likely to be engaged in the undertaking, happening the right merchandise and wage for it. This will take to a completed purchase ( Li and Qiu, 2008 ) . It can be stated that shopping enjoyment ( Koufaris 2002 ) , perceived amusement value of the Web site ( O’Keefe et al. 1998 ) , and perceived ocular attraction have positive impacts on sensed enjoyment and continuation purposes ( van der Heijden 2003 ) . Purposes to utilize are affected by enjoyment in utilizing a Web site ( Davis et al. 1992 ; Igbaria et Al. 1995 ; Teo et Al. 1999 ) .

2.5 Framework for consumers ‘ purposes to shop on the Internet

Dellaert et Al. ( 2004 ) have built up the model for consumers ‘ purposes to shop on the Internet, in order to developing the deeper apprehension of consumers ‘ attitudes toward

The cyberspace shopping and their purposes to shop online. This model are adapted from the Technology Acceptance Model ( TAM ) of Davis ( 1989 ) besides this theoretical account have been added more factors to TAM. Furthermore, Dellaert et Al. ( 2004 ) included more factors in this model than the drawn-out TAM for online shopping.

In this model, Dallaert et Al ( 2004 ) has included some extra factors such as consumer traits, situational factors, merchandise features, old online shopping experiences, and trust in online shopping. Dallaert et Al ( 2004 ) added these factors beside attitude toward on-line shopping and purpose to shop online, in order to use this model to the Internet shopping context. Furthermore, these influences and effects on consumers ‘ attitude toward on-line shopping provide a model for understanding consumers ‘ purposes to shop on the Internet. ( Dallaert et Al, 2004 )

Figure 3 Model of consumers ‘ purposes to shop on the Internet

Beginning: Dellaert et al. , ( 2004 )

2.5.1 Utility

Harmonizing to Davis ( 1989 ) , he defines usefulness as the person ‘s perceptual experience that her/his public presentation will be enhanced or improved by utilizing the new engineering. Dellaert et Al. ( 2004 ) use this definition to their research context and categorise public presentation of single as the result of the on-line shopping experience every bit good as the new engineering as shopping on the Internet. In this model usefulness refers to consumers ‘ perceptual experiences that by utilizing the cyberspace to shopping improves the result of their shopping experience. These perceptual experience influence attitude of consumers toward cyberspace shopping and their purpose to shop online ( Dellaert et Al, 2004 )

Davis et Al ( 1989 ) topographic point direct nexus between “ usefulness ” and attitude, and a strong direct nexus between “ usefulness ” and purpose in their Tam. This can depict as arising from consumers meaning to utilize a engineering because it was utile, even though they did non hold a positive affect toward utilizing. Apart from this, easiness of usage is besides linked with usefulness to find consumers ‘ attitude toward on-line shopping. Harmonizing to TAM, easiness of usage influences usefulness, because the easier a engineering is to utilize, the more utile it can be ( Venkatesh, 2000 ; Dabholkar, 1996 ; Davis et al. , 1989 ) .

2.5.2 Ease of Use

In model of consumers ‘ purposes to shop online constructed by Dallaert et Al ( 2004 ) , easiness of usage is determined that the perceptual experience of single that there is no attempt required to utilize the new engineering ( Davis, 1989 ) . Dallaert et Al ( 2004 ) use this to their work, easiness of usage is defined as the consumer ‘s perceptual experience that a lower limit of attempt will be required when shopping online. However usefulness focal points on perceptual experiences of consumers with the cyberspace shopping experience result and easiness of usage refers to consumers ‘ perceptual experiences sing the procedure taking to the concluding cyberspace shopping result. ( Dallaert et al 2004 )

Harmonizing to Dellaert et Al. ( 2004 ) , in a simplified mode, It can be said that usefulness explains how effectual Internet shopping assisting consumers in completing their undertaking and easiness of usage is how easy the Internet is to utilize as a medium for shopping. it can be stated that the more effortless and easier, the more likely they intend to utilize the engineering. Due to online shopping is required to utilize a computing machine, computing machine nonreader will hold a negative influence on the consumers perceptual experience of utilizing Internet as a shopping medium ( Dellaert et Al, 2004 ) .

2.5.3 Enjoyment

Harmonizing to Dellaert et Al ( 2004 ) Framework, enjoyment is defined as the gaiety and merriment of the cyberspace shopping experience instead than from completion of the shopping undertaking itself. Dellaert et Al ( 2004 ) illustrate that the purchase of goods might be unplanned to the experience of the cyberspace shopping. Therefore, enjoyment reflects the perceptual experiences of consumers refering the possible amusement of shopping online. Furthermore, Childers et Al. ( 2001 ) believe that enjoyment is a strong and consistent forecaster of consumer attitude toward the cyberspace shopping. Consumers have more positive position toward the cyberspace shopping and are more likely to utilize the cyberspace as a shopping tool, if they enjoy and satisfy their shopping on the cyberspace experience.

In their model, In term of enjoyment, three latent dimension of enjoyment concept have identified which are pleasance, escape, and rousing ( Menon and Kahn, 2002 ; Mathwick et al. , 2001 ) . ) . Dellaert et Al ( 2004 ) define pleasance as the how a individual feels satisfied, good, or joyful in the Internet shopping. Escape is defined as enjoyment which comes from prosecuting in activities that are interesting, to the point of offering an flight from the demands of the daily universe, and rousing is the grade to which a individual feels active, stimulated or watchful during the shopping on-line experience. ” ( Dellaert et al 2004 ) . Menon and Kahn ( 2002 ) found that the following experience encountered will be affected by that a arousing or pleasant experience. Consumers are more likely to affect in subsequent shopping behaviour if they are exposed ab initio to eliciting stimulations and delighting during their on-line shopping experience. It can be stated that, due to this, the consumers will affect in more unplanned buying, browse more, and seek out more stimulating classs and merchandises ( Dellaert et al 2004 ) .

2.5.4 Consumer traits

Consumer traits are one of interesting chief factor in order to research why consumers shop on the Internet include demographic factors and personality features. Burke ( 2002 ) four relevant demographic factors, which are age, gender, instruction, and income, have a important moderating consequence on the relationship between the three basic determiners “ easiness of usage ” , “ utility ” , and “ enjoyment ” and consumers ‘ attitude toward on-line shopping. The influence of age is outstanding through the fact that compared to older consumers, younger grownups, particularly those under age 25, are more interested in utilizing new engineerings, prefer the Internet, to happen out about new merchandises, hunt for information of merchandise, and evaluate and comparison options ( Wood, 2002 ) . Ratchford et Al. ( 2001 ) found a ground for this is that older consumers might comprehend the benefits of Internet shopping to be less than the cost of puting in the accomplishment needed to make it efficaciously, and hence avoid shopping on the Internet. Next to the higher involvement in utilizing new engineerings, consumers who are younger than 25 are the group most interested in holding merriment during shopping. They respond more favourably than older shoppers to characteristics that make on-line shopping entertaining. When it comes to gender, work forces express a greater involvement in utilizing legion types of engineering in the procedure of shopping. They are more positive about utilizing the Internet as a shopping tool, while female consumers like utilizing catalogs to shop at place. But the female shoppers that do prefer to shop on the Internet, store more often online than their male opposite numbers ( Burke, 2002 ; Li et al. , 1999 ) . Education besides plays a moderating function in the relationship between the three basic determiners and consumers ‘ attitude toward shopping on the Internet. Consumers who have higher instruction experience more comfy to shop non-store channels, like the Internet to shop ( Burke, 2002 ) because instruction is frequently positively correlated with the Internet literacy degree of an person ( Li et al. , 1999 ) . Income is a concluding demographic factor of involvement. Shopper who get higher family incomes ( above $ 75,000 yearly ) intend to shop more online compared to take down income consumers. Lohse et Al ( 2000 ) found that higher family incomes are frequently positively correlated with ownership of computing machines, Internet entree and consumers higher educated ( Lohse et al. , 2000 ) .

2.5.5 Situational factors

Dellaert et Al. ( 2004 ) argue that there are a figure of situational factors, which are likely to chair the relationship between consumers ‘ attitudes and their connotations to shop on-line. However, in their model they are merely sing the most relevant. These are clip force per unit area, deficiency of mobility, geographical distance, demand for particular points and attraction of options ( Dellaert et Al, 2004 ) Harmonizing to Wolfinbarger and Gilly ( 2001 ) convenience and handiness are the most of import properties of online shopping for clients. They are able to shop on the Internet at any clip of the twenty-four hours and comfortably in their place environment ( Wolfinbarger & A ; Gilly, 2001 ) . Due to this, clip force per unit area as a situational factor has an of import impact on the relationship between consumers ‘ attitudes and their purposes to online shopping. The attitude towards online shopping becomes less of import because the chief thrust for on-line shopping is that it is ever available and clip economy ( Dellaert et Al, 2004 ) . The situational factors deficiency of mobility and geographical distance are besides of import for consumers to shop online. Some consumers are non able to see traditional shops due to illness or big travel distances. Online shopping is hence a feasible option to assist these consumers ( Dellaert et Al, 2004 ) . The 4th situational factor is the demand for particular points ( Wolfinbarger & A ; Gilly, 2001 ) . This refers to consumers that require tailored merchandises that can non be purchased in traditional shops. The last factor is the attraction of options. If an attractive shop provides their merchandises online, a consumer may non shop on-line anyhow because he or she prefers the brick-and-mortar option. All of these five situational factors moderate the relationship between attitude and the consumer ‘s purposes to shop online and they are so of import. ( Dellaert et Al, 2004 ) .

2.5.6 Previous online shopping experiences

Shim et Al ( 2001 ) province that there is a positive relationship between consumers ‘ old Internet shopping experience and their connotations to shop online. Previous research findings demonstrate that connotations towards online shopping are straight influenced by anterior on-line shopping experience ( Eastlick & A ; Lotz, 1999 ) . The person will do system-specific ratings that are based on their anterior experiences with the system, depending on the extent of minimum system-specific information are given to them ( Dellaert et Al, 2004 ) . Shim et Al. ( 2001 ) states that consumers are likely to go on to shop online in the hereafter when anterior experiences with on-line shopping resulted in satisfactory results. These positive experiences will diminish the sensed hazards that the consumer associates with shopping on the Internet ( Shim et al, 2001 ) . On the contrary, if a consumer evaluates old online shopping experiences in a negative manner, this may do him or her unwilling to prosecute in online shopping in the hereafter. Due to this, Weber and Roehl, ( 1999 ) , pay attending to the importance of, through supplying bing on-line shoppers fulfilling online shopping experiences, turn them into repetition shoppers.

2.5.7 Merchandise features

Harmonizing to Dellaert et Al. ( 2004 ) , consumers ‘ attitudes towards shopping online is besides influenced by the features of the merchandise or service that is under consideration. In the online shopping context, there is a deficiency of aid and physical contact. This factor will act upon the suitableness for different merchandises and this means that some merchandise classs are more suited for the online shopping contexts than other classs ( Dellaert et Al, 2004 ) . Grewal et Al. ( 2004 ) argue that for some merchandises, for illustration vesture, the client has a demand to experience, touch and seek them on and these types of merchandises can hence be hard to buy over the Internet. This entails that more standardised merchandises like books, Cadmium ‘s and videotapes are more likely to be considered for online shopping ( Dellaert et Al, 2004 ) .

2.5.8 Trust in online shopping

Harmonizing to Lee and Turban, ( 2001 ) , on-line shopping involves more uncertainness and hazard than traditional shopping and the deficiency of trust in Internet shopping is still an unsolved issue for consumers who intend to shop online. Trust is besides emphasized by Choudhury, Kacmar and McKnight ( 2002 ) , who claim trust aid E-consumers to get the better of their sense of insecurity and hazard. Doney and Cannon, ( 1997 ) argue that the sales representative is the most of import beginning of trust in the retail scene. The consumer trust is dependent on the likeability and expertness of the sales representative. Due to the fact that the consumers are non able to analyze the merchandise or command the sending of their personal and fiscal information when shopping online, online shopping ever contains a certain degree of hazard ( Lee & A ; Tur-ban, 2001 ) . As this state of affairs creates a sense of impotence among consumers who shop online, trust is so an of import factor that affects the relationship between consumers ‘ attitude and their purposes towards online shopping ( Dellaert et Al, 2004 ) . Due to the lowered hazard involved in interchanging information, a high degree of privateness and security in the Internet shopping experience will impact consumer trust in a positive manner. The degree of trust is by and large positively related to the attitudes and purposes of the consumers to shop online. At the same clip, maltreatment of consumers ‘ trust in online shopping will hold a negative consequence on consumers ‘ attitudes towards online shopping. Maltreatment of their trust can be invasion of privateness or abuse of personal information and this can take to a loath behaviour among consumers ‘ future online shopping behaviour ( Dellaert et Al, 2004 ) .

Service Quality

Harmonizing to Liu and Arnett ( 2000 ) , service quality is an of import step of website success. Liu and Arnett ( 2002 ) believe speedy reactivity, confidence empathy, and after gross revenues service are of import steps of service quality. Furthermore, Service quality can besides mensurate by the effectivity of on-line support capablenesss, such as reply to often asked inquiries ( FAQ ) , customized site intelligence, and order trailing ( Molla and Licker, 2001 ) .

User Satisfaction

Molla and Licker ( 2001 ) concentrate the importance of client e- commercialism satisfaction. It is defined as “ the reaction or feeling of a client in relation to his/her experience with all facets of an e-commerce systems ” ( Molla and Licker, 2001 ) . Reichheld and Schefter ( 2000 ) province that e- trueness shows a good representative step of client satisfaction in the online shopping environment. Furthermore, Mehta and Sivadas ( 1995 ) suggest that purchaser attitudes are considerable steps of the Internet shopping success.

Internet Use

Citrin et al. , ( 2000 ) and Goldsmith ( 2002 ) found that consumers who are adept in the usage of the Internet for means other than shopping will be more likely to follow the Internet for shopping. This nexus between Internet use and online shopping behaviour is substantiated by Eastin ( 2002 ) , Goldsmith and Goldsmith ( 2002 ) and Kwak et al. , ( 2002 ) .


George ( 2002 ) and Goldsmith and Goldsmith ( 2002 ) argue that consumers who have old experience in on-line purchasing will be more likely to buy online than those who lack such experience. Hoffman et al. , ( 1999 ) conclude that novice Internet users are less likely to purchase online. Further surveies indicate that experience significantly affects attitude toward on-line shopping and purpose to shop online ( Gallic and O’Cass 2001, Vijayasarathy and Jones 2000 ) . Thus experience is a important determiner of online shopping behaviour ( Eastin 2002, George 2002, Goldsmith and Goldsmith 2002 ) .

Types of Online Consumers

Bellman, Lohse, and Johnson ( 1999 ) place on-line shoppers were younger, more educated and wealthier and to hold a more “ wired life style, ” but besides to be more time-constrained than non-Internet shoppers. Belanger, et Al ( 2002 ) focal point that work forces make orders online more often than adult females do. Swinyard and Smith ( 2003 ) besides found that Internet consumers to be younger, wealthier, higher educated, more ability to utilize computing machine and more likely to pass clip on the computing machine, more likely to believe that on-line shopping to be entertaining and easy, and more trust about on-line minutess. However, Childers et Al. ( 2001 ) , like Klein ( 1998 ) , found perceived replaceability of the electronic environment for personally sing merchandises to be an of import forecaster of online shopping attitudes.


Innovativeness refers to the grade and velocity of acceptance of invention by an person ( Limayem et al. , 2000 ) . This concept has been of peculiar involvement in invention diffusion research ( Roger, 1995 ) . Shoping on the Internet can be considered as an advanced behaviour because it is more likely to be adopted by pioneers than non- pioneers. Gallic and O’Cass ( 2001 ) , Limeyem et al. , ( 2000 ) and Limayem el al. , ( 2002 ) found that innovativeness is a important factor impacting attitude toward on-line shopping. Further extended research has shown that innovativeness is a important ancestor of purpose to shop online ( Goldsmith 2002, Limayem and Rowe 2001, Skik and Limayem 2002 ) and that innovativeness is a important factor of online shopping behaviour ( Citrin et al. , 2000, Goldsmith 2000, Goldsmith 2002, and Goldsmith and Goldsmith 2002 ) .

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