The Long And The Short Of eCommerce Intentions: Examining The Distinguishing Effect Of Time Orientation Between Behavioral Intentions And Behavioral Goals

This study analyzes the distinction, both conceptually and operationally, between behavioral intentions and behavioral goals. This paper recognizes the importance of time orientation in the measurement of behavioral intentions, as defined by Fishbein and Ajzen (1975). Literature is reviewed that shows this conceptual definition is often misused in information systems (IS) research because behavioral intention is sometimes operationalized with a long-term time orientation (i.e., continued use). This paper offers an empirical assessment, in the context of online purchases, of the discriminant validity between behavioral intentions and behavioral goals. The results of the survey (N = 458) indicate that time orientation does distinguish these constructs in an eCommerce setting. Theoretical implications are that long-term oriented behavioral intentions actually represent behavioral goals and thus have less conceptual implications for predicting actual behavior. Practical implications indicate that such distinctions may influence eCommerce strategies for online impulse purchases as well as customer relationship management

Online Impulse Buying: Understanding the Interplay between Consumer Impulsiveness and Website Quality

With the proliferation of e-commerce, there is growing evidence that online impulse buying is an emerging phenomenon, which has been the focus of researchers from a variety of disciplines. This paper reports on two empirical studies that examine the interplay between a consumer’s inherent impulsiveness to buy and website quality. Specifically, consistent with past online impulse buying research, website quality manifests as an environmental cue that directly influences the likelihood that a consumer will experience an urge to buy impulsively. Further, highly impulsive consumers can be both positively and negatively influenced by varying degrees of website quality. Thus, while the objective quality of an e-commerce website is important, the inherent impulsiveness of a consumer is also a critical factor for understanding how and why individuals react impulsively to varying degrees of website quality. The implications of the results for both future research and the design of electronic commerce websites are discussed