M-COMMERCE VS. E-COMMERCE: EXPLORING WEB SESSION BROWSING BEHAVIOR

With the growing popularity of mobile commerce (m-commerce), it becomes vital for both researchers and practitioners to understand m-commerce usage behavior. \ \ In this study, we investigate browsing behavior patterns based on the analysis of clickstream data that is recorded in server-side log files. We compare consumers\u27 browsing behaviors in the m-commerce channel against the traditional e-commerce channel. For the comparison, we offer an integrative web usage mining approach, combining visualization graphs, association rules and classification models to analyze the Web server log files of a large Internet retailer in Israel, who introduced m-commerce to its existing e-commerce offerings. \ \ The analysis is expected to reveal typical m-commerce and e-commerce browsing behavior, in terms of session timing and intensity of use and in terms of session navigation patterns. The obtained results will contribute to the emerging research area of m-commerce and can be also used to guide future development of mobile websites and increase their effectiveness. Our preliminary findings are promising. They reveal that browsing behaviors in m-commerce and e-commerce are different

Engagement, Search Goals and Conversion - The Different M-Commerce Path to Conversion

While the use of smartphones is increasing, conversion rates for mobile platforms are still significantly lower than those for traditional e-commerce channels, suggesting that these platforms are characterized by distinct consumption patterns. In this research, using detailed event log-files of an online jewelry retailer, we analyze user engagement and navigation behaviors on both platforms, model search goals and their effect on purchase decisions, and develop a conversion prediction model. Our initial results show that user engagement is significantly higher in PC sessions compared to mobile sessions, although mobile sessions reflect a higher level of user engagement than PC sessions. These results indicate that m-commerce involves more than ensuring mobile-compatibility of websites, and that mobile consumers follow a distinct path to purchase involving distinct search and browsing behaviors. Therefore, analysis of the different types of consumption behaviors is necessary to understand the factors that lead to conversion on mobile e-commerce platforms

Understanding the Role of Streamer Emotion in E-Commerce Livestreaming

The combination of e-commerce and livestreaming video (e-commerce livestreaming) offers an unprecedented opportunity for streamers (salespeople) to show their emotional displays to viewers (consumers) in real-time. However, it remains unclear how and to what extent streamer emotion influences purchase intentions, especially in the context of different product types where consumers have different decision-making considerations. Based on the stereotype content model, which considers two basic dimensions of social judgments (i.e., warmth and competence), this study intends to explore the impact of the interaction effect of streamer emotion (happiness vs. neutrality) and product type (utilitarian vs. hedonic product) on consumers’ purchase intentions and behaviors. Both laboratory experiment and secondary data analysis will be conducted to test our hypotheses. We hope this study can not only extend the livestreaming and emotion-related literature but also provide suggestions on emotional expressions for streamers in their marketing campaigns

An Investigation of the Contributions of Gender, Shopping Orientation, Online Experience, and Website\u27s Interactive Features to Consumers\u27 Intentions to Engage in Apparel E-commerce Shopping

E-commerce has experienced exponential growth within the last few years. The rapid growth of e-commerce has created a need to improve consumer acceptance and the consumer\u27s intention to engage in e-commerce. Female consumers have yet to embrace e-commerce as readily as male consumers. Differences between male and female consumer shopping behavior were examined. This study developed and empirically tested a model to predict the consumer\u27s intention to engage in apparel e-commerce shopping based on the constructs of gender, shopping orientation, online experience, and Website\u27s interactive features. Male and female U.S. consumers age 18 and older were surveyed to determine their intention to engage in apparel e-commerce shopping. A total of 240 responses were received. After the pre-analysis data screening, a total of 216 responses were available for further analyses. Factor analysis was conducted by using principal component analysis (PCA) with VARIMAX rotation. The PCA resulted in four new factors including consumer shopping preference (CSP), personalization Website features (PWF), shopping environment (SE), and social interaction (SI). The statistical method Ordinal Logistic Regression (OLR) was used to predict whether gender (G1), CSP, PWF, SE, and SI have a significant influence on the consumer\u27s intention to engage in apparel e-commerce shopping. Results of the OLR indicated that CSP was the only significant predictor of INT. A second OLR model was developed to determine the interaction effect of G1, CSP, PWF, SE, and SI used to predict the probability of INT. Results indicated the interactions of G1 and CSP, CSP and PWF, G1 and PWF, as well as SE and SI were significant predictors of INT. Two important contributions of this study include 1) an investigation of the key constructs that contribute to the consumer\u27s intention to engage in apparel e-commerce shopping, and 2) an investigation of the interaction effect between the key constructs used to predict the consumer\u27s intention to engage in apparel e-commerce shopping. The investigation results provide online retailers with the knowledge of how to increase e-commerce acceptance through understanding differences in male and female consumer shopping behaviors

Kecemasan Dengan Perilaku Pembelian Impulsif Pengguna E-Commerce Selama Pandemi Covid-19

In 2020, the world was shocked by a virus called Covid-19. The presence of the Covid-19 virus has a significant impact on aspects of people's lives. Consumptive behavior makes people as consumers will make impulsive purchases during the pandemic. This study aims to determine the relationship between anxiety and the impulsive buying behavior of e-commerce users during the Covid-19 pandemic. The subjects of the study consisted of 126 e-commerce users aged 20-40 years using purposive sampling techniques. The data collection methods used were the anxiety scale and the impulsive purchase scale and then analyzed using the Spearman Rank test. The results of the analysis showed that anxiety variables were positively and significantly correlated with impulsive buying behaviors (r = 0.528, p = 0.000). This means that the higher anxiety, the higher impulsive buying behavior. Pada tahun 2020, dunia dihebohkan dengan virus yang bernama Covid-19. Kehadiran virus Covid-19 memberikan dampak yang signifikan terhadap aspek kehidupan masyarakat. Perilaku konsumtif membuat masyarakat sebagai konsumen akan melakukan pembelian secara impulsif selama masa pandemi. Penelitian ini bertujuan untuk mengetahui hubungan antara kecemasan dengan perilaku pembelian impulsif pengguna e-commerce di masa pandemi Covid-19. Subjek penelitian terdiri dari 126 pengguna e-commerce yang berusia 20-40 tahun dengan menggunakan teknik purposive sampling. Metode pengumpulan data yang digunakan adalah skala kecemasan dan skala pembelian impulsif kemudian dianalisis menggunakan uji Rank Spearman. Hasil analisis menunjukkan bahwa variabel kecemasan berkorelasi positif dan signifikan dengan perilaku pembelian impulsif (r = 0,528, p = 0,000).  Artinya semakin tinggi kecemasan maka semakin tinggi pula perilaku pembelian impulsif

Antecedents of acceptance of social networking sites in retail franchise and restaurant businesses

The paper examines the antecedents of acceptance of social networking sites in retail franchise and restaurant businesses. The success of retail franchise and restaurant business oper-ators via social networking sites depends not only on organiza-tional benefits but also on their behavioral intentions of using it. Three hundred and twenty four samples collected from South Korean retail franchise and restaurant employees are analyzed using factor analysis, structural equation model techniques and one-way analysis of variance. The results of the study identify the three constructs of organizational benefits, perceived tangible assets and perceived intangible assets as for important ante-cedents to accept social networking sites for their business use. Moreover, higher position employees tend to have more favor-able perception of tangible assets and acceptance of social net-working sites for their business use

Linking consumer trust perception in constructing an e-commerce trust model

Trust issues is still considered as a main obstacle in the implementation of eCommerce Due to the increasing numbers of cyber crimes committed today, consumers are faced with doubt to engage in online shopping. As a safety precaution, consumers will take certain measures to protect their information by evaluating and assessing these websites trustworthiness before an actual purchase occurs. This paper describes a model that examines the elements related to online consumer behavior and to investigate this behavior towards building and increasing trust. The applicability of the model was tested in attempt to view consumers' acceptance towards the model and its component. The fmdings indicate the respondents are aware of the trust issue surrounding e-Commerce implementation as they accept and agreed with the model and its components

Internet banking acceptance model: Cross-market examination

This article proposes a revised technology acceptance model to measure consumers’ acceptance of Internet banking, the Internet Banking Acceptance Model (IBAM). Data was collected from 618 university students in the United Kingdom and Saudi Arabia. The results suggest the importance of attitude, such that attitude and behavioral intentions emerge as a single factor, denoted as “attitudinal intentions” (AI). Structural equation modeling confirms the fit of the model, in which perceived usefulness and trust fully mediate the impact of subjective norms and perceived manageability on AI. The invariance analysis demonstrates the psychometric equivalence of the IBAM measurements between the two country groups. At the structural level, the influence of trust and system usefulness on AI vary between the two countries, emphasizing the potential role of cultures in IS adoption. The IBAM is robust and parsimonious, explaining over 80% of AI

Lowering the pirate flag: a TPB study of the factors influencing the intention to pay for movie streaming services

The launch of several movie streaming services has raised new questions about how online consumers deal with both legal and illegal options to obtain their desired products. This paper investigates the factors influencing consumers’ intentions to subscribe to online movie streaming services. These services have challenged the dramatic growth in their illegal counterpart in recent years. Taking the theory of planned behavior as a starting point, we extended existing models in the literature by incorporating factors that are specific to consumer behavior in this particular field. A quantitative survey was conducted for the Italian market, and structural equation modeling was used for data analysis. Attitudes, involvement with products, moral judgement and frequency of past behavior were found to be the most important factors in explaining the intention to pay for movie streaming services. The paper provides insights for policy makers and industry managers on the marketing communication strategies needed to minimize the risk of digital piracy