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Understanding factors affecting consumer intention to shop in a virtual world

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  • Domina, Tanya
  • Lee, Seung-Eun
  • MacGillivray, Maureen

Abstract

The objectives of this study were to understand that factors affecting consumer intention to shop in a virtual world and to analyze the relationships among these factors. Particularly, this study explored consumer innovativeness (consumer novelty seeking, consumer independent judgment making) as an external variable that influences consumer intention indirectly through its effects on consumer experiences with the virtual world application (ease of use, control, concentration, enjoyment). The findings indicated that consumers’ perceived enjoyment and control positively influenced their shopping intentions. While consumer novelty seeking had no significant effect on shopping intention consumer independent judgment making significantly affected consumers’ intention to shop in a virtual world indirectly through its positive effects on perceived control, enjoyment, and ease of use.

Suggested Citation

  • Domina, Tanya & Lee, Seung-Eun & MacGillivray, Maureen, 2012. "Understanding factors affecting consumer intention to shop in a virtual world," Journal of Retailing and Consumer Services, Elsevier, vol. 19(6), pages 613-620.
  • Handle: RePEc:eee:joreco:v:19:y:2012:i:6:p:613-620
    DOI: 10.1016/j.jretconser.2012.08.001
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    8. Hilda Bongazana Mahlangu, 2015. "Predictors of Facebook Shopping Intentions among South African Generation Y Students," Acta Universitatis Danubius. OEconomica, Danubius University of Galati, issue 11(1), pages 53-65, February.
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    19. Mahmoud Abel Hamid Saleh, 2016. "Website Design, Technological Expertise, Demographics, and Consumer¡¯s E-purchase Transactions," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(1), pages 125-138, February.
    20. Nicolae Ipate & Mariana Trandafir & Iudith Ipate, 2015. "Innovative Approaches to Management Health Needed to Make Ecosanogenesis," Acta Universitatis Danubius. OEconomica, Danubius University of Galati, issue 11(1), pages 66-73, February.
    21. Kim, Gwia & Jin, Byoungho & Shin, Daeun Chloe, 2022. "Virtual reality as a promotion tool for small independent stores," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    22. Rese, Alexandra & Baier, Daniel & Geyer-Schulz, Andreas & Schreiber, Stefanie, 2017. "How augmented reality apps are accepted by consumers: A comparative analysis using scales and opinions," Technological Forecasting and Social Change, Elsevier, vol. 124(C), pages 306-319.
    23. Ozkara, Behcet Yalin & Ozmen, Mujdat & Kim, Jong Woo, 2017. "Examining the effect of flow experience on online purchase: A novel approach to the flow theory based on hedonic and utilitarian value," Journal of Retailing and Consumer Services, Elsevier, vol. 37(C), pages 119-131.
    24. Zhong, Yongping & Oh, Segu & Moon, Hee Cheol, 2021. "Service transformation under industry 4.0: Investigating acceptance of facial recognition payment through an extended technology acceptance model," Technology in Society, Elsevier, vol. 64(C).

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