Influence of Taiwanese Consumer Beliefs in Web Site Attributes and E-Shopping Attitudes on E-Shopping Intentions

This study aimed at investigating Taiwanese consumers\u27 beliefs in Web site attributes and their e-shopping attitudes that influence their intentions to shop for books in e-bookstores. This study utilized the Theory of Reasoned Action (TRA) as the framework to explain the interrelationships among belief in Web site attributes, e-shopping attitude, and e-shopping intention. This study, using the method of two-stage quota sampling, used a sample of male and female students at different levels of several departments of Far East College. The survey questionnaires were non-randomly distributed to the voluntary participants. The survey was administered to a sample of undergraduate and graduate students who were students at Far East College of Taiwan and had purchased books in e-bookstores. The procedure of this non-experimental study guaranteed participants\u27 anonymity. Three hundred and fifty-one questionnaires were usable for data analysis. The three most important variables in this study were belief in Web site attributes, e-shopping attitude, and e-shopping intention. Independent variables were belief in Web site attributes and e-shopping attitude, and the dependent variable was shopping intention. Web site attributes consisted of four dimensions: Web site content, trustworthiness, interactivity, and marketing mix. In the questionnaire, six important constructs (belief in Web site content, belief in trustworthiness, belief in interactivity, belief in marketing mix, e-shopping attitude, e-shopping intention) were measured on a five-point semantic differential scale. The scale items for these six constructs were developed by modifying instruments in prior studies that had been conducted by different scale developers. The content of the questionnaire was composed of two parts: the first part contained three items inquiring about participants\u27 gender, age, and length of e-shopping experience; the second part contained 26 items to inquire about participants\u27 beliefs in Web site attributes, e-shopping attitudes, and e-shopping intentions. The collected data were processed on SPSS to conduct reliability analysis, factor analysis, descriptive analysis, simple regression, t-test analysis, analysis of variance, and multiple-regression. Findings indicated that e-shopping attitude was a predictor of e-shopping intention and had a positive and significant effect on e-shopping intention. Also, belief in Web site content, belief in trustworthiness, and belief in interactivity were antecedents of e-shopping attitude, but belief in marketing mix did not have an influential effect on e-shopping attitude. Furthermore, belief in marketing mix played an important role in affecting e-shopping intention. Practical implications, limitations, and recommendations for future research are further discussed

Factors That Affect Online Consumer Trust in Taiwan

According to Internet\u27s rapid development, electronic commerce becomes a new way for businesses to market products online. Many people like shopping online because of the convenience. However, when consumers shop online, some concerns emerge, such as worries of how personal data will be used, how secure the online site is, and whether or not the Website should be trusted. The topic was explored in this dissertation was the identification of the factors that affect online consumer trust among Taiwanese Internet shoppers. This is a practical concern occurring on the Internet worldwide. Therefore, how to increase confidence and trust is imperative to online shoppers and sellers. This dissertation found that perceived online security, perceived online privacy, Internet experience, and third-party assurance seal are positively associated with online consumer trust, and perceived risk is negatively associated with online consumer trust. In addition, there is no difference between Taiwanese male and female online shoppers on the issue of online consumer trust, nor is there a difference between Taiwanese single and married online consumers on the issue of online consumer trust. The researcher recommends future studies should utilize a probability sampling method, focus on experimental research design to measure the difference among this study and this proposed study, and adopt a qualitative research design by interviewing participants and eliciting their opinions about online consumer trust

The Role of Trust in Explaining Food Choice: Combining Choice Experiment and Attribute Best−Worst Scaling

This paper presents empirical findings from a combination of two elicitation techniques—discrete choice experiment (DCE) and best–worst scaling (BWS)—to provide information about the role of consumers’ trust in food choice decisions in the case of credence attributes. The analysis was based on a sample of 459 Taiwanese consumers and focuses on red sweet peppers. DCE data were examined using latent class analysis to investigate the importance and the utility different consumer segments attach to the production method, country of origin, and chemical residue testing. The relevance of attitudinal and trust-based items was identified by BWS using a hierarchical Bayesian mixed logit model and was aggregated to five latent components by means of principal component analysis. Applying a multinomial logit model, participants’ latent class membership (obtained from DCE data) was regressed on the identified attitudinal and trust components, as well as demographic information. Results of the DCE latent class analysis for the product attributes show that four segments may be distinguished. Linking the DCE with the attitudinal dimensions reveals that consumers’ attitude and trust significantly explain class membership and therefore, consumers’ preferences for different credence attributes. Based on our results, we derive recommendations for industry and policy

To Buy Or Not To Buy? A Behavioural Approach to Examine Consumer Impulse Buying Choice in Various Situations

Impulse buying is a phenomenon that has attracted attention from marketers and consumer researchers for decades. Whilst impulse buying has been studied extensively, there is a gap in our understanding of consumer impulse buying choice in different consumption situations. Impulse buying research lacks a theoretical and systematic approach in examining and integrating situational variables. This thesis aims to examine consumer impulse buying choice in various situations simultaneously through the identification of both external and individual determinants of impulse buying behaviour in each situation. This thesis adopts the view of radical behaviourism and the behaviour perspective model (BPM). Radical behaviourism views impulse buying as a behavioural pattern shaped by its contingencies, and the BPM provides a theoretical model which generates the influences of both external and individual-related factors and investigates the interactions between the determinants of impulse buying from the pre-purchase to the post-purchase stage. The BPM matrix also provides a systematic framework to examine consumer impulse buying choice in various consumption situations. A questionnaire was developed based on the BPM with a pre-study interview used as a complementary method. The survey collected data from 414 consumers in the UK and Taiwan. The results show that impulse buying behaviour is shaped by its contingencies and the ways in which the BPM components influence impulse buying behaviour vary significantly in different situations. The routine shopping situation and its utilitarian reinforcements trigger the highest rate of impulse buying choice. Secondly, the results demonstrate the interactions between the consumption situations and their corresponding individual-related factors, which illustrate the different types of impulse buying behavioural patterns. Thirdly, post-purchase regret was not necessarily found as the punishment that reduces impulse buying behaviour but an indicator of individuals’ impulse buying patterns. Finally, individuals’ cultural backgrounds were also found to predict different types of impulse buying patterns effectively. As the first study to investigate consumer impulse buying choice in different situations, this study contributes to the literature by providing empirical evidence of situational influences and cultural differences. In addition, this study complements existing impulse buying knowledge by adopting a behavioural perspective. This research also offers managerial implications for international marketers and consumer policy makers on the ways in which impulse buying behaviour may be encouraged or controlled

Usage And Efficacy Of Social Media Marketing Tools: An Investigation Of College Age Student’s Behaviors

This study looks at social media marketing techniques used by the world’s top companies to determine their effectiveness on college age consumers. Social media use is becoming increasingly important with the advent of social media platforms such as Facebook and Twitter. This research first defines the social media marketing strategies done on social media, and then measures the effectiveness of each strategy on college students. This research also attempts to see if there is a relationship between personality and the effectiveness of certain social media marketing strategies

Typographic design of outdoor signage, restaurant authenticity, and consumers’ willingness to dine:Extending semiotic theory

Purpose Restaurants’ outdoor signage plays an irreplaceable role in attracting potential diners, as it conveys important functional and symbolic meanings of the businesses. The purpose of this study is to investigate the effect of typographic design elements of outdoor signage on consumers’ perceptions of authenticity. This study also tests the linkage between authenticity and willingness to dine, as well as the moderating effect of frequency of dining in ethnic restaurants on the relationship. Design/methodology/approach Using a 2 (simplified vs traditional Chinese characters) × 2 (calligraphy vs computer font) × 2 (vertical vs horizontal text flow) between-subject design, the authors did two experiments with 786 Chinese diners. Restaurant authenticity and willingness to dine are dependent variables, and openness to ethnic cuisine is the control variable. Findings Display characters and text flow significantly affect restaurant authenticity. Furthermore, the results of this study demonstrate that display characters interact with typeface to influence restaurant authenticity. Consumers’ perceived authenticity significantly increases their willingness to dine. The frequency of dining in ethnic restaurants moderates the relationship between restaurant authenticity and willingness to dine. Practical implications Ethnic restaurateurs should pay attention to the outdoor signage design, as it affects potential consumers’ authenticity perceptions. Specifically, in Mainland China, traditional Chinese characters and vertical text direction increase potential consumers’ authenticity perceptions. Originality/value This study extends the semiotic theory and applies the cue–judgment–behavior model in the hospitality literature. This study also provides new understanding of authenticity by identifying the influence of typographic design on authenticity, which confirms the semiotic theory that certain semiotic cues affect consumers’ judgments

Empirical Studies on Online Information Privacy Concerns: Literature Review and an Integrative Framework

In the e-commerce environment, individuals’ concerns for online information privacy play critical roles in determining their intention to use the Internet to provide personal information for services and transactions. Understanding this relationship has important implications for e-commerce. Despite much research in this area, an overarching picture of the relationship between information privacy concerns and the antecedent and consequence factors is yet to be drawn. Based on a review on empirical studies in this area, this research summarizes the conceptualizations of privacy concerns and the antecedents and consequences. An integrative framework is developed to illustrate the relationships between the factors. In this framework, a person’s concern for information privacy regarding a specific e-commerce website is distinguished from his/her concern for information privacy regarding the general e-commerce environment. These two forms of privacy concerns have distinct impacts on a person’s online behavior. Their relationships with multiple antecedent and consequence factors are analyzed

How price, quality and risk create customer-perceived value : The moderating role of COO label effect

application/pdfdepartmental bulletin pape

The role of selected E-Retailer attributes and behaviours in cultivating online shoppers' repurchase intention

Abstract : This study evaluated the impact of selected online retailer attributes and behaviours on online shoppers’ repurchase intention. A model testing affordable delivery cost, transactional protection and order fulfilment was used to determine the impact of these attributes on shoppers’ repurchase intention. Data was collected from 580 online shoppers who had made online purchases within the three months preceding the survey. The model was tested using the structural equation modeling technique. The findings suggest that online retailers who offer affordable delivery, transaction protection and prompt order fulfilment have a significant direct effect on shoppers’ repurchase intention. The managerial implications of the findings are presented

Purchase Intention and Satisfaction of Online Shop Users in Developing Countries during the COVID-19 Pandemic

The aim of the research is to gain an understanding of consumer behavior in developing countries in the electronic environment. For this purpose, the four constructs of the PREVEINCOSA scale were analyzed: purchase intention as the dependent variable and trust, perceived value, and satisfaction as the determining variables of the former. For this purpose, by means of convenience sampling, an online questionnaire was shared with citizens in Mexico, Peru, and Colombia. A total of 330 questionnaires were collected from people who knew or had bought clothes in an online shop of the small company. Structural equation modeling (SEM) was used to validate the model and test the hypotheses. The results indicate that trust and satisfaction directly and positively influence value perception and online purchase intention and that value perception directly and positively influences online purchase intention of the small business consumer in Mexico, Peru, and Colombia. These results may be useful for the small fashion business sector in developing countries since it is observed that the online sales channel is not yet developed, which makes it necessary to develop strategies to reach customers in a more effective way. On the other hand, given the importance of this sector for the economy of developing countries, this study can be useful to governments who can establish public policies to provide training and technical assistance to benefit the development and competitiveness of this sector