Factors influencing consumer attitudes toward online shopping: the mediating effect of trust

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Youssef Chetioui ◽  
Hind Lebdaoui ◽  
Hajar Chetioui
Keyword(s):  
Online Shopping ◽  
Consumer Attitudes ◽  
Mediating Effect ◽  
Relative Advantage ◽  
New Wave ◽  
Content Type ◽  
Female Consumers ◽  
Moderating Factors ◽  
Online Shoppers ◽  
First Time

PurposeThe coronavirus pandemic has created a new wave of first-time online shoppers in both industrialized and emerging countries. More interestingly, scholars and practitioners expect this transition to online shopping to eventually persist in the next few years. The current research study aims to investigate the factors explaining attitudes toward online shopping. The authors propose an integrated model in which trust mediates the effects of relative advantage and electronic word of mouth (eWOM) on attitudes toward online shopping. The moderating effect of gender was also assessed using the multigroup analysis (MGA).Design/methodology/approachBased on data collected from 378 Moroccan online shoppers, the authors empirically tested the hypothesized model using a partial least squares (PLS) estimation.FindingsFirst, relative advantage, eWOM and trust significantly impact consumer attitudes toward online shopping; at the same time, trust is influenced by relative advantage and eWOM. Second, results confirm that trust mediates the effects of relative advantage and eWOM on attitudes toward online shopping. Third, the MGA reveals that female consumers tend to exhibit a stronger effect of eWOM on trust and on attitudes toward online shopping.Originality/valueMost relevant studies have focused on the main predictors of attitudes toward online shopping but did not suggest mediating and moderating factors that can help in explaining indirect effects. The present paper bridges a gap pertaining to antecedents of attitudes toward online shopping by incorporating the mediating effect of online trust. The authors also examine gender disparities related to the predictors of trust and consumer attitudes toward online shopping. This study is the first of its kind to investigate the antecedents of attitudes toward online shopping in an African country.

Consumer attitudes towards online shopping

2015 ◽  
Vol 25 (5) ◽  
pp. 707-733 ◽  
Author(s):  
Mutaz M. Al-Debei ◽  
Mamoun N. Akroush ◽  
Mohamed Ibrahiem Ashouri
Keyword(s):  
Web Sites ◽  
Online Survey ◽  
Online Shopping ◽  
Consumer Attitudes ◽  
Future Research ◽  
Perceived Benefits ◽  
Content Type ◽  
Online Retailers ◽  
Online Shoppers ◽  
Web Quality

Purpose – The purpose of this paper is to examine consumer attitudes toward online shopping in Jordan. The paper introduces an integrated model which includes trust, perceived benefits, perceived web quality, and electronic word of mouth (eWOM) along with their relationships in order to examine their effects on consumer attitudes toward online shopping. Design/methodology/approach – A structured and self-administered online survey was employed targeting online shoppers of a reputable online retailer in Jordan; i.e. MarkaVIP. A sample of 273 online shoppers was involved in the online survey. A series of exploratory and confirmatory factor analyses were used to assess the research constructs, unidimensionality, validity, and composite reliability. Structural path model analysis was also used to test the hypothesized relationships of the research model. Findings – The empirical findings of this study indicate that consumer attitudes toward online shopping is determined by trust and perceived benefits. Trust is a product of perceived web quality and eWOM and that the latter is a function of perceived web quality. Hence, trust and perceived benefits are key predictors of consumer attitudes toward online shopping, according to the results. Further, the authors also found that higher levels of perceived web quality lead to higher levels of trust in an online shopping web site. Perceived web quality was found to be a direct predictor of trust, and the former positively and significantly influences perceived benefits. Also, the authors found that 28 percent of the variation in online shopping attitudes was caused by perceived benefits and trust. Research limitations/implications – The research sample included only early adopters who are usually described as personal innovators and risk takers. Future research is encouraged to focus on other groups such as non-adopters to understand their online shopping attitudes. Another limitation is derived from the geographical context of the current study; that is Jordan. The findings are not necessarily applicable to other Arab countries and the rest of the world. Therefore, replications of the current study in different countries would most likely strengthen and validate its findings. Also, the study is cross-sectional which does not show how attitudes of consumers may change over time. The authors encourage future studies to employ a longitudinal design to understand the changes in consumers’ attitudes toward using online shopping over time. Finally, this study examined only one case in point and thus findings cannot be generalized to other online shopping web sites. Future research is highly encouraged to examine consumers’ attitudes toward other online shopping web sites inside and outside Jordan. Practical implications – The paper supports the importance of trust and perceived benefits as key drivers of attitudes toward online shopping in emerging markets like Jordan. It further underlines the importance of perceived web quality contribution to perceived benefits and trust as well as the key role of the later in forming online shoppers’ attitudes. Online retailers’ executives and managers can benefit from such findings for future e-marketing strategies and acquire new customers to achieve long-term performance objectives. Originality/value – This paper is one of the very few attempts that examined attitudes toward online shopping in the Arab world. Importantly, it revealed the drivers of online shoppers’ attitudes in Jordan. National and international online retailers planning to expand their operations to Jordan or to the Middle East Region have now valuable empirical evidence concerning the determinants of online shopping attitudes and online shoppers’ behavior in Jordan upon which e-marketing strategies can be formulated and implemented.

Understanding female consumers’ intention to shop online

2019 ◽  
Vol 31 (4) ◽  
pp. 1138-1160 ◽  
Author(s):  
Prashant Raman
Keyword(s):  
Customer Service ◽  
Word Processing ◽  
Online Shopping ◽  
Reasoned Action ◽  
Behavioural Intention ◽  
Content Type ◽  
Female Consumers ◽  
Online Retailers ◽  
Online Shoppers ◽  
Customer Services

Purpose The purpose of this paper is to develop a model to examine the female consumer’s intention to shop online. The rising number of female online shoppers has compelled the analysts and online vendors to believe that understanding the attitude and behaviour of the female consumers is very crucial for their growth. Design/methodology/approach A conceptual model is proposed that expands the theory of reasoned action (TRA) with three additional constructs, namely, trust, convenience and customer service. The proposed model is examined with the help of questionnaire responses collected from 909 online shoppers from India. Findings The paper empirically shows that there is a significant influence of attitude, convenience, customer service and subjective norm on the female consumer’s intention to buy online. Customer service acts as the most crucial factor in influencing the attitude of female consumers towards online shopping. The paper also points out that trust does not directly affect the female’s intention to shop online but indirectly influences it through attitude. Practical implications The paper has significant implications for practitioners. First, the results advocate that convenience and customer service are the vital antecedents to both behavioural intention and behavioural attitude. Second, the paper also showcases that trust influences behavioural intention indirectly through attitude, stressing the need for the online retailers to develop consumers’ trust in online shopping. Originality/value The paper examines TRA framework in the context of female online shopping, while earlier studies have concentrated completely on efficiency-based software tools like word processing, spreadsheets, etc. The integration of the three constructs – trust, convenience and customer service – in the TRA framework has not been studied in the past. The interaction effect of the different elements of customer services on the female consumer behaviour has never been examined in the previous research works.

Status quo bias and shoppers’ mobile website purchasing resistance

2020 ◽  
Vol 54 (6) ◽  
pp. 1433-1466
Author(s):  
Jacques Nel ◽  
Christo Boshoff
Keyword(s):  
Positive Influence ◽  
Status Quo ◽  
Cognitive Effort ◽  
Relative Advantage ◽  
Online Questionnaire ◽  
Content Type ◽  
Online Shoppers ◽  
Alternative Attractiveness ◽  
Channel Environment ◽  
Practical Implications

Purpose Shopping statistics indicate that online shoppers prefer purchasing products using the desktop website of the retailer, rather than using the mobile website on a mobile phone to purchase products (mobile website purchasing). Therefore, using status quo bias theory, this study aims to investigate mobile website purchasing resistance of those customers using only desktop website purchasing. Design/methodology/approach To test the conceptual model an online questionnaire was used to collect data from customers purchasing products using only the desktop website on a computer (n = 484) and not the retailer’s mobile website. Findings Due to cognitive dissonance, customers using only desktop purchasing trivialize mobile website purchasing perceived attractiveness while perceiving more cognitive effort in mobile website purchasing to maintain consonance with their inertia. Further, relative advantage perceptions of mobile website purchasing lead to more trivialization of mobile website purchasing attractiveness perceptions. Desktop purchasing inertia enhances resistance through alternative attractiveness and cognitive effort perceptions, respectively, and cognitive effort and alternative attractiveness perceptions in serial. Desktop purchasing habit has the strongest positive influence on desktop purchasing inertia. Research limitations/implications This study was conducted in a high-involvement product context. Replication in a low-involvement product context is necessary to confirm the robustness of the results. Practical implications Retailers can use the findings to develop strategies to lower mobile website purchasing resistance in an online-mobile concurrent channel environment. Originality/value The study provides novel insights into mobile website purchasing resistance in an online-mobile concurrent channel environment. Further, the study addresses the gap in research on inertia and switching costs in the adoption of concurrent channels.

Factors affecting online repurchase intention

2014 ◽  
Vol 114 (4) ◽  
pp. 597-611 ◽  
Author(s):  
Chinho Lin ◽  
Watcharee Lekhawipat
Keyword(s):  
Customer Satisfaction ◽  
Online Shopping ◽  
Partial Least Square ◽  
Least Square ◽  
Self Report ◽  
Repurchase Intention ◽  
Content Type ◽  
Shopping Experience ◽  
Online Shoppers ◽  
The Impact

Purpose – The purpose of this paper is to investigate the effects of online shopping experience and habit in relation to adjusted expectations for enhancing online repurchase intention. Design/methodology/approach – The authors employed partial least square (PLS) as a technique used to analyze the measurement and structural models. Data for this research were collected from 240 Taiwanese online shoppers who had experienced online shopping at least four times. Findings – The result of this study indicates that online shopping habit acts as a moderator of both customer satisfaction and adjusted expectations, whereas online shopping experience can be considered a key driver for customer satisfaction. Furthermore, the research findings confirm that customer satisfaction is a vital driver of adjusted expectations and online repurchase intention. Adjusted expectations do mediate the impact of online repurchase intention. Research limitations/implications – This paper highlights the effect of online shopping experience and online shopping habit on enhancing repurchase intention. The result implies that the acquisition of usage experience and spontaneous purchases not only leads to higher customer satisfaction and customer expectations, but also strengthens online repurchase intention. The use of self-report scales suggests the possibility of a common method bias. Future studies may further test the robustness of this study in the interplay of experience and habit to shed more light on their relative importance in explaining online repurchase intention. Originality/value – This study extends expectancy-disconfirmation paradigm, especially in the context of online shopping, by emphasizing cognitive, affective, and behavioral change on the attitude-intention behavior of online shoppers.

Driving first-time and repeat spectators to a motor sport event

2014 ◽  
Vol 8 (4) ◽  
pp. 388-400 ◽  
Author(s):  
Giacomo Del Chiappa ◽  
Cem Tinaz ◽  
Douglas Michele Turco
Keyword(s):  
Descriptive Analysis ◽  
Mediating Effect ◽  
Communication Strategy ◽  
Chi Square ◽  
Convenience Sample ◽  
Sport Event ◽  
Content Type ◽  
Motor Sport ◽  
Intention To Return ◽  
First Time

Purpose – This paper aims to examine the differences in expenditure and satisfaction level between first-time and repeat spectators to a motor sport event, as well as differences in their intention to return and to recommend the host destination. Design/methodology/approach – A structured questionnaire was developed and data were collected on-site during the 2012 Federation Internationale de l’Automobile (FIA) World Rally Championship (WRC) in Sardinia via 210 interviews. A series of descriptive analysis, independent t-tests, chi-square tests and regression analysis were run for the purposes of the study. Findings – Findings showed first-timers spend more and are more satisfied than repeaters, even if no significant differences were reported. Repeaters reported to be more willing to return and to recommend, with significant differences, only in the intention to return. Research limitations/implications – The study is based on a convenience sample of a relatively small size, and it might be influenced by the idiosyncratic characteristics of the location. Further, it does not consider the mediating effect that the budget of spectators and their travel/event career ladder can exert over their behaviour. Practical implications – Destination marketers and event organizers need to run their marketing operations to renew their customer mix and/or to increase the standard level of quality to be delivered to repeaters. Further, their marketing and communication strategy should be personalized, and incentives should be given to encourage both groups to purchase multiple products simultaneously. Originality/value – The paper adds to the growing, and often still inconsistent, research aiming to compare first-timers’ and repeat visitors’ behaviours by offering insights from the context of motor sport events, where no published paper exist so far.

Stock price synchronicity and stock price crash risk

2016 ◽  
Vol 6 (3) ◽  
pp. 230-244 ◽  
Author(s):  
Yonghong Jin ◽  
Mengya Yan ◽  
Yuqin Xi ◽  
Chunmei Liu
Keyword(s):  
Stock Price ◽  
Risk Index ◽  
Mediating Effect ◽  
Crash Risk ◽  
Security Market ◽  
Herding Behavior ◽  
Stock Price Synchronicity ◽  
Content Type ◽  
Mediating Role ◽  
First Time

Purpose – The purpose of this paper is to empirically analyze the effects of stock price synchronicity and herding behavior of qualified foreign institutional investors (QFII) on stock price crash risk, especially the mediating effect of herding behavior of QFII on the relation of stock price synchronicity and stock price crash risk. Design/methodology/approach – Taking China’s A-share listed companies from 2005 to 2014 and QFII holding shares data as the research sample, this study calculates herding effect index, sock price synchronicity index and stock price crash risk index, and perform linear regression. Findings – This study concludes that, either herding behavior of QFII or the stock price synchronicity can increase the stock price crash risk. Further study reveals that, the herding behavior of QFII also improves the effect of stock price synchronicity on stock price crash risk. Namely, herding behavior of QFII acts as the mediating role between stock price synchronicity and stock price crash risk. Originality/value – This study empirically analyzes and verifies the mediating roles of herding behavior of QFII in affecting the relation of sock price synchronicity and stock price crash risk for the first time. The findings of this study contribute to the study of the role of QFII in stabilizing Chinese security market.

The role of perceived benefits in formation of online shopping attitude among women shoppers in India

2018 ◽  
Vol 7 (1) ◽  
pp. 91-110 ◽  
Author(s):  
Nupur Arora ◽  
Aanchal Aggarwal
Keyword(s):  
Online Survey ◽  
Online Shopping ◽  
Product Variety ◽  
Future Research ◽  
Perceived Benefits ◽  
Indian Women ◽  
Content Type ◽  
Online Shoppers ◽  
Women In India

Purpose The purpose of this paper is to investigate the role of perceived benefits, namely, price, convenience and product variety in formation of online shopping attitude. The paper also studies the impact of online shopping attitude on online shopping intentions by the application of the theory of reasoned action. Design/methodology/approach A self-administered and structured online survey was conducted targeting female online shoppers of four metropolitan cities of India. A sample of 508 online shoppers was considered in the online survey. Confirmatory factor analysis was used to evaluate the research constructs, validity and composite reliability. Structural equation modeling and path analysis was also used to examine the hypothesized relationships of the research model. Findings The authors of the paper reveals that price benefit, convenience benefit and product variety benefit has a significant positive impact on online shopping attitude and there is a considerable positive relationship between online shopping attitude and online shopping intention among women in India. Product variety was found to be the most important perceived benefit for Indian women. Research limitations/implications The research sample included only women shoppers who indulge in online shopping. Future research is encouraged to emphasize on other groups and gender to identify with their online shopping attitudes. Another important limitation of the study is consequent from the geographical perspective of the present study; that is India. The findings are not necessarily applicable to the rest of the world. Therefore, reproduction of the current study in diverse countries would probably support and confirm its findings. Also, the present study is cross-sectional which does not demonstrate how attitudes of online shoppers may alter over time. The authors of the current study encourage future research to apply a longitudinal design to the study to understand the transforms in consumers’ attitudes toward online shopping over time. Finally, this study explained a general phenomenon, thus future research can be directed toward particular websites which may present different results. Practical implications The study supports the significance of perceived benefits (price, convenience and variety) as key drivers of attitudes toward online shopping among women in India. Marketers should distinguish the way they indulge their customers based on their perceived benefits of online shopping. In developing countries like India, where consumers, especially women, are generally depicted as risk averse, online shopping attitude plays an important role in the success of e-tailers. Certainly, if online shopping would not attach meaningful value and benefits to consumers, they would have negative attitude toward the same. Additionally, the empirical research study demonstrates variety to be the most important benefit for Indian women; ecommerce retailers should focus on maximizing the same to enhance online purchase intention among women customers. Women empowerment being the agenda in India currently, online retailers’ managers can benefit from such conclusions for targeting this huge untapped market and for future e-marketing policies. Originality/value This research paper is one of the very few endeavors that investigated online shopping attitudes in India. Prominently, it exposed the role of perceived benefits in online shopping attitude in India. Price is one of the most critical factor concerning Indian shoppers which is a part of the present study. National and international e-tailers preparing to develop and expand their operations to India have now important empirical verification concerned with the determinants of online shopping attitudes and behavior in India which shall aid in marketing strategy development and implementation.

Post-purchase shipping and customer service experiences in online shopping and their impact on customer satisfaction

2018 ◽  
Vol 30 (2) ◽  
pp. 400-416 ◽  
Author(s):  
Yingxia Cao ◽  
Haya Ajjan ◽  
Paul Hong
Keyword(s):  
Customer Satisfaction ◽  
Customer Service ◽  
Structural Equation ◽  
Online Shopping ◽  
Equation Modeling ◽  
Future Research ◽  
Research Model ◽  
Content Type ◽  
Online Shoppers ◽  
Post Purchase

Purpose The purpose of this paper is to understand the role of post-purchase logistic services on customer satisfaction and future purchase decision, to reveal any differences across China and Taiwan, to fill in a gap in the literature focused on post-purchase logistic activities related to shipping, return, and tracking, to provide managerial guidance in logistics for e-commerce, and to develop insights on logistic services for future research. Design/methodology/approach Using a validated survey instrument, 384 respondents in China and 145 respondents in Taiwan are collected. The research model is analyzed using component-based estimation approach to structural equation modeling. Findings The structural equation analysis of the study found that post-purchase shipping and tracking have an impact on customer satisfaction in both China and Taiwan. It also found that customer service is the most significant factor among the examined antecedents for online shoppers in China. While, return service is more important for shoppers in Taiwan. Finally, customer satisfaction played a stronger positive role for online shoppers in Taiwan as compared to their counterparts in China. Research limitations/implications This research extended the current literature about post-purchase logistic services in an online shopping environment with a literature-based research model and good empirical data support. However, one limitation of the study is that the data collected represents a cross-sectional sample; future research should examine longitudinal sample to study customers’ purchase intentions over time. Practical implications This study can help both scholars and practitioners understand the importance of tracking, return, shipping, and customer service in an online shopping environment and across countries. It provides insights on designing e-commerce relevant shipping services to satisfy and attract customers across countries. Originality/value The study investigated how post-purchase activities contributed to customer satisfaction in online shopping and explored the influence of customer satisfaction on future purchase intention in China and Taiwan. This is one of the first studies available in the literature to provide empirical support and managerial insights about post-purchase activities related to shipping, tracking, and returns for e-commerce with cross-regional comparison.

Influence of informational factors on purchase intention in social recommender systems

2018 ◽  
Vol 44 (2) ◽  
pp. 417-431 ◽  
Author(s):  
Xue Yang
Keyword(s):  
Recommender Systems ◽  
Purchase Intention ◽  
Design Methodology ◽  
Strong Predictor ◽  
Perceived Value ◽  
Consumer Attitudes ◽  
Mediating Effect ◽  
Content Type ◽  
Social Recommender Systems

Purpose Social recommender systems have recently gained increasing popularity. The purpose of this paper is to investigate the influences of informational factors on purchase intention in social recommender systems. Design/methodology/approach Specifically, this study validated the mediating effect of trust in recommendations and the perceived value between informational factors and consumers’ purchase intention. Findings The results confirm that recommendation persuasiveness was a strong predictor of trust in recommendations and perceived value. Recommendation completeness was positively related to trust in recommendations and perceived value as well. Trust in recommendations and perceived value was found to be strong drivers of purchase intention. Originality/value The author identifies two sets of informational factors, i.e. recommendation persuasiveness and recommendation completeness, which are relevant to consumer attitudes. The current study proved that informational factors on consumers’ purchase intention are fully mediated through trust in recommendations and perceived value.

Leveraging utilitarian perspective of online shopping to motivate online shoppers

2018 ◽  
Vol 46 (3) ◽  
pp. 247-263 ◽  
Author(s):  
Ajay Kumar ◽  
Anil Kumar Kashyap
Keyword(s):  
Factor Analysis ◽  
Success Factors ◽  
Online Shopping ◽  
Central India ◽  
Online Marketing ◽  
Content Type ◽  
Product Availability ◽  
Online Shoppers ◽  
Shopping Motivation ◽  
The Impact

Purpose Shopping motivation has been extensively explored in traditional marketing context but less in online shopping. Utilitarian attribute of online shopping is one of the success factors of e-retailing. The purpose of this paper is to explore the utilitarian shopping motivation in online shopping and validate these factors through confirmatory factor analysis (CFA) in the Indian context. Design/methodology/approach The data were collected from the 183 regular online shoppers. The collected data were analysed through exploratory factor analysis and CFA using Amos 22 version. Findings This paper explored the utilitarian shopping motivation of online shopping into five factors, i.e. information availability, accessibility, searchability, product availability and convenience. Research limitations/implications The research is conducted on online shoppers to measure their utilitarian motives of shopping online. Further research may be conducted to investigate other motives of online shopping. The sample is taken from Central India which is not enough to generalise the findings. Research may be conducted in other regions and on different segment of respondents to know the impact of geographical variance on utilitarian perspectives of online shoppers. Originality/value This paper addresses a significant input in online retailing platform, and it will contribute to the theory of shopping motivations in online shopping context and provide valuable inputs for developing online marketing strategies. The findings of the study also aid to retail practitioners in analysing retailing’s current transformation due to digitalization.

Sign in / Sign up

Export Citation Format

Share Document