- Apply for Authority
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS
ISSN : 1738-3110
The Effects of the Attractiveness of an Internet Shopping Mall and Flow on Affective Commitment
Kim, Jae-Yeong
Park, Young-Kyun
- Downloaded
- Viewed
Abstract
With the many advantages of the internet, online shopping has become one of the fastest growing types of retail businesses. However, internet-based firms are much more firmly required to retain existing customers rather than secure new ones, and to make them revisit the site by strengthening trust and loyalty, thereby improving profits and outrivaling competitors. Commitment is an essential part of successful long-term relationships between buyers and sellers. Although commitments by both parties in an exchange can provide the foundation for the development of relational social norms, disproportionate commitments can lead to opportunism by the less committed partner. Moreover, flow, which is characterized by intense concentration and enjoyment, was found to be significantly linked with exploratory use behavior, which in turn was linked to the extent of computer use. The level of flow was, itself, determined by the individual's sense of being in control, and the level of challenge perceived in maneuvering a website. Website attractiveness goes hand in hand with the attractiveness of an internet shopping mall, and it can be conceptualized as the persuasive effectiveness of a message by the use of familiarity, favor, similarity, etc. It occurs when information receivers try to achieve self-satisfaction when they actually or emotionally identify themselves with an information source. This study investigates the relationship between the perceived system characteristics of an internet shopping mall and the loyalty of online consumers, and it examines how perceived website attractiveness and flow play mediating roles between the perceived system characteristics of an internet shopping mall and the affective commitment in the context of a clothes internet shopping mall. For these purposes, a structural model comprising several variables was developed. That model was tested with an analysis of moment structure (AMOS) using data from respondents who had purchased clothing through the internet during the past three months. In this model, the perceived system characteristics of an internet shopping mall, such as familiarity, reputation, uniqueness, positive emotions, self-efficacy, and interactivity, were proposed to affect the website's attractiveness and flow, and lead to a higher affective commitment over time. Thus, the perceived website attractiveness and flow were proposed as core mediating variables between perceived system characteristics and affective commitment. The results of a reliability test using Cronbach's Alpha, and a confirmatory factor analysis warranted using unidimensionality for the measures for each construct. In addition, the nomological validity of the measures was warranted from the results of a correlation analysis. The results of empirical analyses indicated that systematic attributes resulting in website attractiveness and user's characteristics, thereby triggering customers' flow, play a crucial role in inducing customers' affective commitment, and a user's characteristics are twice as important as systematic attributes in this study. Moreover, familiarity, reputation, and uniqueness all have a significant effect on website attractiveness, and the research showed that uniqueness took the first place, and that familiarity and reputation followed in order of magnitude. The fact that reputation was not the most important factor that affects the attractiveness of an internet shopping mall, with uniqueness or familiarity having a greater impact, suggests much deeper implications. Finally, positive emotion, self-efficacy, and interactivity all have a significant effect on customers' flow. In particular, the fact that positive emotion, compared to self-efficacy or interactivity, has much more impact on flow is very suggestive.
- keywords
- commitment, attractiveness, flow
Reference
Anderson, James C. & Weitz, Barton (1992),“The Use of Pledges to Build and Sustain Commitment in Distribution Channels,”Journal of Marketing Research, 29(February),18-34.
Allen, N. J. & Meyer, J. P. (1990),“The Measurement and Antecedents of Affective, Continuance and Normative Commitment the Organization", Journal of Occupational Psychology, 63, 1-18.
Backer M. J. & Churchill, G. A. Jr. (1977),“The Impact of Physically Attractive Models on Advertising Valuation,”Journal of Marketing Research, 14, 538-555.
Bandura, Albert (1977), Self-efficacy:“Toward A Unifying Theory of Behavioral Change,” Psychological Review, 84, 191-215.
Bandura, Albert (1986), Social Foundations of Thought and Action: A Social Cognitive Theory, Englewood Cliffs, N. J: Prentice-Hall.
Bandura, Albert (1997), Self-Efficacy: The Exercise of Control, New York: W. H. Freeman.
Berlyne, D. E. (1971), Aesthetics and Psychology, New York: Appleton-Century-Crofts.
Chu, Sun-Jin & Kim, Sang-Hyeon (2003), “A Study on the Customer`s Future Intention to Multidimensional Relationship Commitment of the Internet Shopping Environment,”Economic Research, 21(4), 253-278.
Chun, Dal-Young & Choi, Young-Jun (2001), "The Impact of Store Environments of Internet Shopping Mall on a Customer`s Shopping Value and Shopping Intention," Chungbuk National University Research Institute for Industry and Management, 14(1), 395-417.
Csikszentmihalyi, M. (1997), Finding Flow: The Psychology of Engagement With Everyday Life, Basic Books.
Derryberry, D. & Tucker, D. M. (1994), "Motivating the Focus of Attention," in The Heart's Eye: Emotional Influences in Perception and Attention, eds. P. M.
Dutton, J. E., Dukerich, J. M. & Harquail, C. V. (1994),"Organizational Images and Member Identification,"Administrative Science Quarterly, 39(2), 239-263.
Dwyer, F., Schurr, Paul H. & Oh, Sejo (1987), "Developing Buyer-Seller Relationships," Journal of Marketing, 51(2), 11-27.
Cliff, Figallo (1998), Hosting Web Communities: Building Relationships, Increasing Customer Royalty and Maintaining A Competitive Edge, Wiley Computer Publishing, John Wiley and Sons, Inc, New York.
Fournier, Susan (1998), "Consumer and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, 24(4), 343-373.
Fredrickson. B. L. (1998), "What Good Are Positive Emotions,"Review of General Psychology, 2(3), 300-319.
Fredrickson. B. L. (2001), "The Role of Positive Emotions in Positive Psychology: The Broaden-and-Build Theory of Positive Emotions," American Psychologist, 56(3), 218-226.
Ganesan, S. (1994), “Determinants of Long-Term Orientation in Buyer-Seller Relationships,”Journal of Marketing, 58 (April),1-19.
Gefen, D. (2000), “E-commerce : The Role of Familiarity and Trust,”Omega, 28, 725-737.
Gruen, W. Thomas, Summers, John O. & Acito, Frank (2000),“Relationship Marketing Activities, Commitment, and Membership Behaviors in Professional Associations,” Journal of Marketing, 64(July), 34-49.
Hassay, Derek Nicholas (1999), "Three Dimensions of Relationship Commitment : Differential Effect on the Development and Maintenance of Inter Organization Exchange Relations",University of Manitoba Winnipeg, Ph. D. Dissertation.
Hoffman, Donna L. & Novak, Thomas P. (1996), “Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations,” Journal of Marketing, 60(July), 50-68.
Hoffman, Donna L., Novak, Thomas P. & Yung, Y. F. (2000),“Measuring the Flow Construct in On-line Environments: A Structural Modeling Approach,” Marketing Science, 19(1),22-42.
Jang, Hyeong-Yu & Jung, Ki-Han (2004), "A Structural Interactions among Customer Trust, Attitude, Involvement and Purchase Intention in Internet Shopping Mall," Korean Journal of Marketing, 6(2), 23-54.
Jarvenpaa, S. L., Tractinsky, N. & Vitale, M. (2000), “Consumer Trust in AN Internet Store,”Information Technology and Management, 1(2), 5-71.
Jun, Sung-Youl, Huh, Jong-Ho & Kang, Seok-Jun (2003), "The Effects of Risk Perception on the Relative Role of Brand and Price in Internet Shopping Mall," Korean Society of Consumer Studies, 14(2), 19-43.
Kim, Bong-Jun, Jeong, Chang-Mi & Cho, Nam-Jae (2004), "A Comparative Study on the Factors Affecting the Loyalty to Cyber Communities: Focusing on Korea and India," Asia Pacific Journal of Information Systems, 14(2), 21-36.
Kim, Chung-Koo, Park, Seung-Bae & Kim, Kyu-Han(2003), "The Effect of Marketing Activities, Social Interactivity, Flow on Online Game Loyalty and Word of Mouth: On the Role of Brand Attractiveness and Brand Identification as a Mediating Variables," Korea Marketing Research, 18(3), 93-120.
Ko, Il-Sang Ko & Choi, Su-Jeong (2005) "Building Customer Loyalty with Trust and Familarity in the Internet-based Shopping-mall," Asia Pacific Journal of Information Systems,15(3), 187-207.
Kim, So-Young & Joo, Young-Hyuck (2001), "Perceived Interactivity and Web site Loyalty / On the Role of Flow as a Mediating Variable," Journal of Consumer Studies, 12(4), 185-208.
Lambie, J. A. & Marcel, A. J. (2002), “Consciousness and Emotion Experience: A Theoretical Framework,” Psychological Review,109(2), 219-259.
Lee, Doo-Hee & Koo, Ji-Eun (2001), "A Study on the Interaction at Internet Shopping Malls : Scale Development and Effect Analysis," Marketing Research, 16(2), 115-140.
Lee, Hyung-Baek (2001), "A Study on the Preference of Web Site Properties of Internet User," Daegu University, Ph. D.Dissertation.
Lee, K.C. & Chung, N.H. (2006), “Cognitive Map-based Website Design: Empirical Analysis Approach”, Online Information Review, 30(2), 139-153.
Lee, Seong-Soo (2001), "Study on the Model of Multidimensional Relationship Commitment of the Buyer-Seller Relationship,"Korea University, Ph. D. Dissertation.
Levy, Michael and Weitz, Barton. A. (2001). Retailer Management, 4th ed McGraw-Hill, Boston, MA.
Lim, Jong-Won & Cho, Hyun-Ho (1998),“A Study on the Introduction and Diffusion of Virtual Marketing,” Korean Journal of Marketing, 1(1), 1-22.
Lin, J. & Lu, H. (2000), “Towards and Understanding of the Behavioral Intention to Use a Website,” International Journal of Information Management, 20, 219-232.
Lohse, G. L. & Spiller, P. (1998), “Electronic Shopping,” Communications of the ACM, 41(7), 81-87.
Morgan, Robert & Hunt, Shelby D. (1994), “The Commitment-Trust Theory of Relationship Marketing,” Journal of Marketing, 58(July), 20-38.
Muniz, A. & O'Guinn, T. (2001), "Brand Community," Journal of Consumer Research, 27(4), 412-432.
Nah, Kwang-Yun & Kim, Jae-Jon (2004), "The Study on the User`s Value Perception to Web Site Characteristics," Journal of Information Strategy, 7(2), 67-99.
Nuchai, Chuchinprakarn (1999), Structure of Relationship Commitment and Its Impact on Cooperation and Perceived Performance:An Investigation in the Advertising Agency Industry, Maryland University, Ph. D. Dissertation.
Rossiter, J. R. & Percy, L. (1980), “Attitude Change Through Visual Imagery in Advertising,” Journal of Advertising, 9(Spring),10-16.
Rusbult, C. E. (1980), “Commitment and Satisfaction Romantic Associations: A Test of the Investment Model,” Journal of Experimental Social Psychology, 16, 172-186.
Shaw, M. E. and Costanzo, P. R. (1982), Theories of Social Psychology, NY: McGraw-Hill.
Shon, Jun-Sang (2006), “The Effects of Emotion and Flow on Attitude and W.O.M. in the Internet Shopping,”Korean Journal of Business Administration, 19(2), 489-509.
Suh, Kun-Soo (2003), "The Effects of the Characteristics of Internet Communities and Individuals on User Loyalty," Asia Pacific Journal of Information Systems, 13(2), 1-21.
Suh, Mun-Shik & Kim, Sang-Hee (2003), “The Interaction Effect of Customers` Emotion Experiences during Internet Service Site Visitation According to Customers` Sensation Seeking Tendency,” Korea Marketing Review, 18(1), 77-111.
Sung, Hee-Seung & Han, Dong-Chul (1999), "Antecedents and Consequences of Membership Consumers` Organizational Identification - Focusing on Consumer Cooperatives," Korea Marketing Review, 14(1), 109-129.
Woo, Seok-Bong & Sung, Young-Shin (2005), "Expectancy Incongruity and Uniqueness of Visuals: Original Ad Visuals and Ad Effects," Korean Journal of Advertising, 16(3),219-250.
Yoon, Sung-Joon (2000), "A Study on the Antecedents of Trust toward Shopping Mall Web Sites and Its Effects on Purchase Intention," Korean Management Review, 29(3), 353-368.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations