Secure webs and buying intention: the moderating role of usability

El presente trabajo ha planteado un modelo conceptual a fin de mostrar como los antecedentes de la intención de compra se ven reforzados en contextos de Webs altamente usables. Específicamente, el trabajo analiza en profundidad el rol moderador de la usabilidad en la explicación de la conexión entre seguridad de una Web e intención de compra. Entre ambos extremos (seguridad e intención de compra), se han incluido diversas variables para explicar mejor su conexión. Para ello, ha sido diseñada una Web ficticia de ropa dirigida al segmento joven de clase media. A fin de alterar la usabilidad de la Web se han realizado dos tipos de manipulaciones: la velocidad y la facilidad de uso de la Web. Las dos Webs creadas (alta usabilidad y baja usabilidad) fueron visitadas por un total de 170 encuestados que fueron compensados con un USB valorado en 15 euros. Los resultados muestran que la seguridad percibida en la Web acarrea tres interesantes efectos (especialmente para la Web altamente usable): (i) mejora las actitudes agrado, (ii) reduce el nivel de riesgo percibido; (iii) aumenta la confianza. Los dos últimos efectos, a su vez, acaban aumentando la intención de compra.. Por último, se ha demostrado que la usabilidad, efectivamente, refuerza las relaciones consideradas en el modelo propuesto para explicar la intención de compra.A conceptual model has been proposed to show how buying intention antecedents are reinforced in highly usable contexts. Specifically, this paper deeply analyses the moderator role of system variables (usability) on explaining the relationship between Web security and buying intention. Between both extremes (security and buying intention), several relationships have also been stated to better explain this effect. An “ideal” fictitious Website was designed for a non existent clothing company directed at the segment of middle class consumers. In order to alter Web usability, two blocks of changes were made, one concerning Website speed and the other related to ease of use. Our experiment sample consisted of 170 respondents who participated in exchange for a pen-drive (USB) valued at 15 euros. The results show that improving website security has three interesting effects (especially in high usable contexts): (i) it improves pleasure attitudes, (ii) reduces the level of perceived risk and (iii) increases trust. Secondly, it has been found that to increase buying intention, two actions must be taken: (i) to diminish perceived risk and (ii) to improve users’ pleasure attitudes towards the Website. Finally, usability has been found to have a moderating role in all the relationships considered (reinforcing them)

Factors Influencing People’s Intention to Adopt E-Banking: An Empirical Study of Consumers in Shandong Province, China

E-Banking is growing at an unprecedented rate and has become a truly worldwide phenomenon, offering convenience, flexibility and interactivity for those that can, and know how to access it. This is clearly evidence in China. However, despite such growth and popularity, some users still have reservations about using Information and communication technology (ICT) in their daily banking activities, perhaps due to deep routed cultural factors that cause consumers to question the efficacy of such changes. Through the application of a technology acceptance framework, and empirical evidence from 52 E-Banking user questionnaires and four key market segment interviews, the research explores the factors that influence consumers’ intention to adopt E-Banking in Shandong Province of China. The findings highlight that perceived usefulness and perceived credibility are significant factors which have a positive influence on consumers’ intention to utilise E-Banking, while perceived ease of use and perceived cost are less significant. Unpacking the reasons for resistance to the use of E-Banking highlighted that “difficult to operate”, “unnecessary to use it” and “worry about the security” are key drivers and therefore challenges for the service providers. Based on the results, recommendations are drawn for banks, involving focusing on the significant factors, avoiding weaknesses and optimising strengths of E-Banking and ultimately developing more accurate market positioning strategies to align and manage consumer expectations and maximise potential acceptance

e-Consumer Behaviour

Purpose – The primary purpose of this article is to bring together apparently disparate and yet interconnected strands of research and present an integrated model of e-consumer behaviour. It has a secondary objective of stimulating more research in areas identified as still being underexplored. Design/methodology/approach – The paper is discursive, based on analysis and synthesis of econsumer literature. Findings – Despite a broad spectrum of disciplines that investigate e-consumer behaviour and despite this special issue in the area of marketing, there are still areas open for research into econsumer behaviour in marketing, for example the role of image, trust and e-interactivity. The paper develops a model to explain e-consumer behaviour. Research limitations/implications – As a conceptual paper, this study is limited to literature and prior empirical research. It offers the benefit of new research directions for e-retailers in understanding and satisfying e-consumers. The paper provides researchers with a proposed integrated model of e-consumer behaviour. Originality/value – The value of the paper lies in linking a significant body of literature within a unifying theoretical framework and the identification of under-researched areas of e-consumer behaviour in a marketing context

Culture and e-commerce: An exploration of the perceptions and attitudes of Egyptian internet users

This paper examines the perceptions and attitudes that Egyptian users hold towards electronic shopping sites. Internet sites are globally available, opening up huge potential markets for online retailers. However, it remains unclear whether sites designed for the US or European markets will be acceptable in other cultures. This paper describes an exploratory card sorting study conducted with Egyptian consumers. The study was designed to examine the e-commerce interface features that are most salient to this user group and to explore how these relate to user intentions to engage in internet shopping. The results support the role of site familiarity in predicting purchase intentions within this cultural setting

Impact of Airbnb on customers' behaviour in the UK hotel industry

Airbnb is one of the sectors of the sharing economy that is disrupting the hotel industries. In order to find approaches for hotels to mitigate the threat from Airbnb, this research will focus on the major elements influencing customers to choose Airbnb and the issues for the future of the hotel industry. Previous studies have looked at how Airbnb influences customer behaviour, and the impact of Airbnb on the hotel industry, but so far no study has been conducted focusing on the impact of Airbnb on the UK hotel industry. Therefore the purpose of this research is to evaluate the impact of Airbnb on customers’ behaviour within the UK hotel industry in order to determine how the hotel sectors can mitigate the threats posed by Airbnb. This paper highlights managerial and industrial implications

Digital Shopping and Consumers’ Perceptions in the United Arab Emirates

The purpose of this research is to analyse the perception of digital shoppers in the United Arab Emirates (UAE)., A survey was conducted, which included: students, employees, and professionals from different fields of UAE society. The findings show about 89 percent of those surveyed are familiar with online shopping and some of them are found comfortable that their personal information is kept confidential. Some participants still have concerns about the safety and the accuracy of online shopping. The findings show that about 45 percent of those surveyed think that online shopping is still risky. The results also show that about 20 percent of the surveyed population believe that delay in product delivery, lack of accuracy on websites, and information insufficiency are reasons services that do not comply with the needs of buyers and therefore still prefer traditional shopping over online shopping. The study concludes that there is a need for building safety awareness among shoppers which companies need to focus on. Furthermore, companies need to continually improve its offering of online services. This will result in providing customers with accurate information and in enhancing the products’ time delivery

What Factors Influence Customers’ Purchase Intentions in Travel-Related Social Commerce?

Social commerce significantly impacts the tourism and hospitality industry. Nonetheless, further empirical research investigating the factors that impact the purchase intentions of those who engage with travel-related social commerce. Combining the Uses and Gratification Theory (UGT) and TAM, the present study will investigate the relationships between purchases intentions and the following factors: perceived usefulness, perceived ease-of-use, entertainment, interaction and information seeking. During the research, four different models will be compared. The Ridge Model will be used to explain the effects of the aforementioned factors. The findings indicate that customers’ social commerce purchase intentions are positively impacted by all five factors