- Apply for Authority
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS
ISSN : 1738-3110
The Effect of Essential Online Elements on Consumer Purchase Intention: Insights from a Taobao Perspective
Lee, Un-Kon
- Downloaded
- Viewed
Abstract
Purpose - Transparency, seller reputation, and website security are considered to be important factors that influence online customer purchasing decisions in China. This paper empirically examines the relative influence of Taobao.com on customers' online purchasing decisions. Research design, data, and methodology - We perform structural equation analysis, with a sample of 306 observations. The data comes from consumers' real transaction experiences from a specific website. This gives the results of our study more generalizability than studies using subjects who are not asked to engage in real transactions. Results - The results of this study reveal that perceived security and perceived reputation are critical factors affecting consumer trust and perceived transparency is most closely associated with purchase intention. Conclusions - The findings suggest that perceived transparency plays a significant role in increasing online consumer's purchase intention. The knowledge of the relative impacts of these factors and their roles in the customer transaction experience will be useful in developing customized sales strategies. The results of this study reveal that perceived transparency exerts a stronger effect than perceived reputation on consumer purchase intentions.
- keywords
- Perceived Transparency, Perceived Reputation, Perceived Security, Customer Trust, Purchase Intention
Reference
Artz, Donovan, and Gil, Yolanda (2007). A survey of trust in computer science and the semantic web. Journal of Web Semantics, 5(2), 58–71.
Cheung, C., and Lee, M. K. O. (2000). Trust in Internet shopping:A proposed model and measurement instrument in Proceedings of the America’s Conference on Information Systems (AMCIS’ 2000). Long Beach, California, USA.
Dennis, A. R., and Valacich, J. S. (2001). Conducting experimental research in information systems. Communications of the AIS, 7(5), 1–41.
Davis, F. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340.
Dinev, T., and Hart, P. (2006). An extended privacy calculus model for e-commerce transactions. Information Systems Research, 17(1), 61–80.
Dong-Her, S., Hsiu-Sen, C., Chun-Yuan, C., and Lin, B. (2004). Internet security: malicious e-mails detection and protection. Industrial Management & Data Systems, 104(7), 613-623.
Fishbein, M., and Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: an Introduction to Theory and Research. Reading, MA: Addison-Wesley.
Gefen, D., Karahanna, E., and Straub, D. W. (2003). Trust and TAM in online shopping: an integrated model. MIS Quarterly, 27(1), 51–90.
Geyskens, I., Steenkamp, E. M., Scheer, L. K. & Kumar, N. (1996). The effects of trust and interdependence on relationship commitment: A trans-atlantic study. International Journal of Research in Marketing, 13(4), 303-317.
Ghosh, M., and John. G. (2009). When Should Original Equipment Manufacturers Use Branded Component Contracts with Suppliers?. Journal of Marketing Research, 46(5), 597-611.
Granados, Nelson, & Gupta, Alok. (2013). Transparency Strategy: Competing With Information In A Digital World. MIS Quarterly, 37(2), 637-642.
Jarvenpaa, S. L., Tractinsky, N., and Vitale, M. (2000). Consumer Trust in an Internet Store. Information Technology and Management, 1(1-2), 45-71.
Johnson, C., Hult, P., and McGowan, B. (2008). Web Buyers-And Their Expectations-Grow Up: Experienced Web Buyers, Are Becoming the New Mainstream. Forrester Research, March 11.
Jones, S., Wilikens, M., Morris, P., and Masera, M. (2000). Trust requirements in e-business. Communications of the ACM, 43(2), 81-87.
Kahneman, D., and Tversky, A. (1979). Prospect theory: an analysis of decision under risk. Econometrica, 47(2), 263–292.
Kim, D. J., Ferrin, D. L., and Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce:The role of trust, perceived risk, and their antecedents. Decision Support Systems, 44(2), 544-564.
Kolsaker, A., and Payne, C. (2002).Engendering trust in e-commerce:a study of gender-based concerns. Marketing Intelligence & Planning, 20(4), 206-214.
McKnight, D., Choudhury, V., and Kacmar, C. (2002). Developing and Validating Trust Measures for E-commerce:An Integrative Typology. Information Systems Research, 13(3), 334-359.
McKnight, D. H., Choudhury, V., and Kacmar, C. (2002). The impact of initial consumer trust on intentions to transact with a web site: A trust building model. Journal of Strategic Information Systems, 11, 297-323.
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469.
Oliver, R. L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. New York: The McGraw-Hill Companies Inc..
Pavlou, P. A., and Fygenson, M. (2006). Understanding and predicting electronic commerce adoption: an extension of the theory of planned behavior. MIS Quarterly, 30(1), 115–143.
Pavlou, P. A., and Gefen, D. (2004). Building effective online marketplaces with institution based trust. Information Systems Research, 15(1), 37–59.
Pavlou, P. A., Liang, H. G., and Xue, Y. J. (2007). Understanding and mitigating uncertainty in online exchange relationships: a principal-agent perspective. MIS Quarterly, 31(1), 105–136.
Salam, A. F., Rao, H. R., and Pegels, C. C. (1998). An investigation of consumer-perceived risk on electronic commerce transactions: The role of institutional trust and economic incentive in a social exchange framework. Baltimore, Maryland: Proceedings of Americas Conference on Information Systems(AIS 98).
Wang, Y., & Vassileva, J. (2007). Toward trust and reputation based web service selection: a survey. Int Trans SystSciAppl, 3(2), 118–132.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations