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Presentation transcript:

Chuanlan Liu Sandra Forsythe Presented to: Dr Dina Rateb Presented by : Amira Omar MOIS

E-tailing (online selling) E-shoppers (online buyers) Online shopping Post-adoption Technology Acceptance Model (usefulness,enjoy,ease) Prospect Theory (approach benefits vs. Risks avoidance) Moderating effects Shopping motivations (utilitarian-hedonic)

 Tests the effects of Technology Acceptance Model factors (usefulness, enjoyment, and ease of use) on the use of the online channel for :  Applying Prospect theory  Motivational approach-avoidance conflict Information Search Online Purchase

Can initial acceptance predict post adoption? Do online shopping motives affect post- adoption online shopping behavior? Does TAM factors affect post-adoption usage?

Usefulness Ease of Use Information Search Online Purchase Online Shopping Motives (Approach-Avoidance Conflict) Online Shopping Motives (Approach-Avoidance Conflict) Figure 1 Research model & hypotheses. Note. Dashed lines denote moderating effects H4a H4b H3a H2b H1 H5a H5c H5e H5d H2a H3b H5b Enjoyment

More use of the online channel for information search leads to more online shopping.

Usefulness Ease of Use Information Search Online Purchase Online Shopping Motives (Approach-Avoidance Conflict) Online Shopping Motives (Approach-Avoidance Conflict) Figure 1 Research model & hypotheses. Note. Dashed lines denote moderating effects H4a H4b H3a H2b H1 H5a H5c H5e H5d H2a H3b H5b Enjoyment

Usefulness of the online channel for shopping leads to (a)Online information search (b)Online purchasing

Usefulness Ease of Use Information Search Online Purchase Online Shopping Motives (Approach-Avoidance Conflict) Online Shopping Motives (Approach-Avoidance Conflict) Figure 1 Research model & hypotheses. Note. Dashed lines denote moderating effects H4a H4b H3a H2b H1 H5a H5c H5e H5d H2a H3b H5b Enjoyment

Enjoyment from using the online channel leads to (a)Online information search (b)Online purchasing

Usefulness Ease of Use Information Search Online Purchase Online Shopping Motives (Approach-Avoidance Conflict) Online Shopping Motives (Approach-Avoidance Conflict) Figure 1 Research model & hypotheses. Note. Dashed lines denote moderating effects H4a H4b H3a H2b H1 H5a H5c H5e H5d H2a H3b H5b Enjoyment

Ease of use indirectly affects post adoption usage through its impact on: (a)Usefulness (b)Enjoyment

Usefulness Ease of Use Information Search Online Purchase Online Shopping Motives (Approach-Avoidance Conflict) Online Shopping Motives (Approach-Avoidance Conflict) Figure 1 Research model & hypotheses. Note. Dashed lines denote moderating effects H4a H4b H3a H2b H1 H5a H5c H5e H5d H2a H3b H5b Enjoyment

Achieve benefitsAvoid undesired outcomes

a)Utilitarian ( more effect on online buying) convenience, product selection, info, prices, promotions b)Hedonic new experiences, freedom & control

When consumers make a choice to shop online, both positive motives for pursuing benefits & negative motives for avoiding risks impact their choice making process simultaneously.

Online information search is more strongly related to online purchase for shoppers with more motivational conflict than for those with less motivational conflict.

Usefulness Ease of Use Information Search Online Purchase Online Shopping Motives (Approach-Avoidance Conflict) Online Shopping Motives (Approach-Avoidance Conflict) Figure 1 Research model & hypotheses. Note. Dashed lines denote moderating effects H4a H4b H3a H2b H1 H5a H5c H5e H5d H2a H3b H5b Enjoyment

Usefulness is more strongly related to (a)Online information search (b)Online purchase for shoppers with a higher motivational conflict than those with less.

Usefulness Ease of Use Information Search Online Purchase Online Shopping Motives (Approach-Avoidance Conflict) Online Shopping Motives (Approach-Avoidance Conflict) Figure 1 Research model & hypotheses. Note. Dashed lines denote moderating effects H4a H4b H3a H2b H1 H5a H5c H5e H5d H2a H3b H5b Enjoyment

Enjoyment is more strongly related to (a)Online information search (b)Online purchase for shoppers with a low motivational conflict than those with high.

Usefulness Ease of Use Information Search Online Purchase Online Shopping Motives (Approach-Avoidance Conflict) Online Shopping Motives (Approach-Avoidance Conflict) Figure 1 Research model & hypotheses. Note. Dashed lines denote moderating effects H4a H4b H3a H2b H1 H5a H5c H5e H5d H2a H3b H5b Enjoyment

 Commercial online survey  Incentives where given  Awarded every participant same # of  e-points to claim online gift cards from e-tailers  U.S. online population demographics (Gender, age, income)  Invitations by through IP addresses  598 valid responses out of 1500 (39.9%)

 7 point multi-item scales (1=strongly disagree; 7=strongly agree)  Asking the frequency of: a) searching for product information b) online purchases in the past 6 months c) intention to conduct the 2 activities in the next 6 month.

The internet shopping has become a regular part of everyday life for Americans. Usefulness but not enjoyment directly affects online purchase. Enjoyment affects online purchase only indirectly.

Benefit perceivers use the online channel for info. search & purchase more than risk perceivers. Shoppers exhibit different degrees of motivational approach Prospect theory: sure gains encourage individuals to overcome risk aversion. The prospect theory assist in understanding the online decision making process.

Although the Online survey was used to collect data from a national sample, it faced the problems of self selection & self reporting. Although the Online survey was used to collect data from a national sample, it faced the problems of self selection & self reporting.

This research mentioned two usages of online channels: information search, purchase, who are treated separately, 2 different decisions. Future research: Internet usage behavior.

Thanks