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Predicting online purchase behavior : replications and tests of competing models

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  • Heijden, Hans van der

    (Vrije Universiteit Amsterdam, Faculteit der Economische Wetenschappen en Econometrie (Free University Amsterdam, Faculty of Economics Sciences, Business Administration and Economitrics)

  • Verhagen, Tibert
  • Creemers, Marcel

Abstract

Online purchase behavior is definitely an interesting and relevant issue for marketeers today. In this paper, we report on a study into the antecedents of online purchase intention for B2C websites. In particular, this research juxtaposes two competing models that explain online purchase intention. The first model is trust-oriented and argues that online purchase intention is primarily predicted by trust in the company. The second model is website-oriented and argues that purchase intention is primarily predicted by usefulness and ease-of-use of the e-commerce website. In order to test to what extent each of these orientations has merit, a replication was carried out of the trust-oriented study by Jarvenpaa, Tractinsky, and Vitale (2000). The model was extended with the website-oriented constructs from by Chau, Au, and Tam (2000), first developed by Davis (1989). The replication study involved 227 undergraduate students. 64.4% of them had never bought online; 8.8% had bought on the intemet at least four times. Consequently, the results of the study are somewhat biased towards initiaZ purchase intention as opposed to repeat purchase intention. The research has a number of important findings. First, online purchase intention at the website is strongly determined by attitude towards online shopping at the website, providing support for the Theory of Reasoned Action in a website context. Second, perceived risk of shopping strongly influences attitude towards shopping. Trust in the company does not influence attitude directly, but indirectly through a significant impact on perceived risk. Third, perceived reputation influences trust, whereas perceived size does not, at least not in the case of low-value products. Fourth, website ease-of-use strongly and positively influences website usefulness. Finally, website usefulness does not significantly influence attitude towards shopping and online purchase intention. We conclude that trust-oriented models appear to be more appropriate to explain online purchase

Suggested Citation

  • Heijden, Hans van der & Verhagen, Tibert & Creemers, Marcel, 2000. "Predicting online purchase behavior : replications and tests of competing models," Serie Research Memoranda 0016, VU University Amsterdam, Faculty of Economics, Business Administration and Econometrics.
    • Handle: RePEc:vua:wpaper:2000-16
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    Citations

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    Cited by:

    1. Christophe Bezes, 2011. "Types de risques perçus et réducteurs de risques dans le commerce électronique : le cas du site Fnac.com," Post-Print hal-02086726, HAL.
    2. Walczuch,Rita & Lundgren,Henriette, 2002. "Psychological Antecedents of Institution-Based Consumer Trust in E-Retailing," Research Memorandum 071, Maastricht University, Maastricht Research School of Economics of Technology and Organization (METEOR).
    3. Walczuch, R.M. & Lundgren, H., 2002. "Psychological antecedents of institution-based consumer trust in e-retailing," Research Memorandum 043, Maastricht University, Maastricht Research School of Economics of Technology and Organization (METEOR).

    More about this item

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • O31 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Innovation and Invention: Processes and Incentives
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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