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The Intended and Actual Adoption of Online Purchasing: A Brief Review of Recent Literature

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  • Cao, XinYu
  • Mokhtarian, Patricia L

Abstract

The rapid growth of e-commerce is imposing profound impacts on modern society. On the supply side, the emergence of e-commerce is greatly changing the operation behavior of some retailers and is increasing product internationalization due to its geographically unlimited nature. On the demand side, the pervasiveness of e-commerce affects how, where, and when consumers shop, and indirectly influences the way in which we live our lives. However, the development of e-commerce is still in an early stage, and why consumers choose (or do not choose) online purchasing is far from being completely understood. To better evaluate and anticipate those profound impacts of e-commerce, therefore, it is important to further refine our understanding of consumers' e-shopping behavior. A number of studies have investigated e-shopping behavior, and reviewing them is valuable for further improving our understanding. This report aims to summarize previous e-shopping research in a systematic way. In this review, we are interested primarily in the potential benefits and costs that the internet offers for the business-to-consumer segment of e-commerce in the transaction (purchase) channel. An overview of the 65 empirical studies analyzed in this report is provided in the Appendix. Most previous studies fall into one or more of several theoretical frameworks, including the theory of reasoned action, the theory of planned behavior, the technology acceptance model, transaction cost theory, innovation diffusion theory, and others. Among them, social psychological theories (the theory of reasoned action, the theory of planned behavior, the technology acceptance model) were widely applied. As shown in the applications of different theories, e-shopping behavior is not a simple decision process, and thus an integration of various theories is necessary to deal with its complexities. We suggest synthesizing these theories through the development of a comprehensive list of benefits and costs, using ea
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  • Cao, XinYu & Mokhtarian, Patricia L, 2005. "The Intended and Actual Adoption of Online Purchasing: A Brief Review of Recent Literature," Institute of Transportation Studies, Working Paper Series qt095934s0, Institute of Transportation Studies, UC Davis.
  • Handle: RePEc:cdl:itsdav:qt095934s0
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    References listed on IDEAS

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    1. Choi, Jayoung & Geistfeld, Loren V., 2004. "A cross-cultural investigation of consumer e-shopping adoption," Journal of Economic Psychology, Elsevier, vol. 25(6), pages 821-838, December.
    2. Gefen, David & Straub, Detmar W., 2004. "Consumer trust in B2C e-Commerce and the importance of social presence: experiments in e-Products and e-Services," Omega, Elsevier, vol. 32(6), pages 407-424, December.
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    6. Teo, Thompson S.H. & Yu, Yuanyou, 2005. "Online buying behavior: a transaction cost economics perspective," Omega, Elsevier, vol. 33(5), pages 451-465, October.
    7. Van den Poel, Dirk & Leunis, Joseph, 1999. "Consumer Acceptance of the Internet as a Channel of Distribution," Journal of Business Research, Elsevier, vol. 45(3), pages 249-256, July.
    8. Chen, Lei-Da & Tan, Justin, 2004. "Technology Adaptation in E-commerce:: Key Determinants of Virtual Stores Acceptance," European Management Journal, Elsevier, vol. 22(1), pages 74-86, February.
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    12. Patricia Mokhtarian, 2004. "A conceptual analysis of the transportation impacts of B2C e-commerce," Transportation, Springer, vol. 31(3), pages 257-284, August.
    13. Bhatnagar, Amit & Ghose, Sanjoy, 2004. "Segmenting consumers based on the benefits and risks of Internet shopping," Journal of Business Research, Elsevier, vol. 57(12), pages 1352-1360, December.
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    Cited by:

    1. Tang, Wei & Mokhtarian, Patricia L, 2009. "Accounting for Taste Heterogeneity in Purchase Channel Intention Modeling: An Example from Northern California for Book Purchases," Institute of Transportation Studies, Working Paper Series qt3v25m8dc, Institute of Transportation Studies, UC Davis.
    2. Ory, David T & Mokhtarian, Patricia L, 2007. "Description of a Northern California Shopping Survey Data Collection Effort," Institute of Transportation Studies, Working Paper Series qt39w9w743, Institute of Transportation Studies, UC Davis.
    3. Patricia L. Mokhtarian & Wei (Laura) Tang, 2013. "Trivariate probit models of pre-purchase/purchase shopping channel choice: clothing purchases in Northern California," Chapters,in: Choice Modelling, chapter 12, pages 243-273 Edward Elgar Publishing.
    4. Pérez-Hernández, Javier & Sánchez-Mangas, Rocío, 2011. "To have or not to have Internet at home: Implications for online shopping," Information Economics and Policy, Elsevier, vol. 23(3), pages 213-226.

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