The Intended and Actual Adoption of Online Purchasing: A Brief Review of Recent Literature
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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- 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.
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"Predicting Online Purchasing Behavior,"
Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium
03/195, Ghent University, Faculty of Economics and Business Administration.
- Forsythe, Sandra M. & Shi, Bo, 2003. "Consumer patronage and risk perceptions in Internet shopping," Journal of Business Research, Elsevier, vol. 56(11), pages 867-875, November.
- Berry, Leonard L. & Parasuraman, A. & Zeithaml, Valarie A., 1988. "The service-quality puzzle," Business Horizons, Elsevier, vol. 31(5), pages 35-43.
- Teo, Thompson S.H. & Yu, Yuanyou, 2005. "Online buying behavior: a transaction cost economics perspective," Omega, Elsevier, vol. 33(5), pages 451-465, October.
- Gefen, David, 2000. "E-commerce: the role of familiarity and trust," Omega, Elsevier, vol. 28(6), pages 725-737, December.
- Patricia Mokhtarian, 2004. "A conceptual analysis of the transportation impacts of B2C e-commerce," Transportation, Springer, vol. 31(3), pages 257-284, August.
- Marios Koufaris, 2002. "Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior," Information Systems Research, INFORMS, vol. 13(2), pages 205-223, June.
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