Consumer Attitudes Towards Online Shopping

Consumer attitudes towards online
shopping: The effects of trust, perceived

benefits, and perceived web quality
Author(s):
Mutaz M. Al-Debei (Department of Management Information Systems, The
University of Jordan, Amman, Jordan)
...Show all authors
Abstract:
Purpose
– The purpose of this paper is to examine consumer attitudes toward online
shopping in Jordan. The paper introduces an integrated model which includes
trust, perceived benefits, perceived web quality, and electronic word of mouth
(eWOM) along with their relationships in order to examine their effects on
consumer attitudes toward online shopping.
Design/methodology/approach
– A structured and self-administered online survey was employed targeting
online shoppers of a reputable online retailer in Jordan; i.e. MarkaVIP. A
sample of 273 online shoppers was involved in the online survey. A series of
exploratory and confirmatory factor analyses were used to assess the
research constructs, unidimensionality, validity, and composite reliability.
Structural path model analysis was also used to test the hypothesized
relationships of the research model.
Findings
– The empirical findings of this study indicate that consumer attitudes toward
online shopping is determined by trust and perceived benefits. Trust is a
product of perceived web quality and eWOM and that the latter is a function
of perceived web quality. Hence, trust and perceived benefits are key
predictors of consumer attitudes toward online shopping, according to the
results. Further, the authors also found that higher levels of perceived web
quality lead to higher levels of trust in an online shopping web site. Perceived
web quality was found to be a direct predictor of trust, and the former
positively and significantly influences perceived benefits. Also, the authors
found that 28 percent of the variation in online shopping attitudes was caused
by perceived benefits and trust.
Research limitations/implications
– The research sample included only early adopters who are usually
described as personal innovators and risk takers. Future research is
encouraged to focus on other groups such as non-adopters to understand
their online shopping attitudes. Another limitation is derived from the
geographical context of the current study; that is Jordan. The findings are not
necessarily applicable to other Arab countries and the rest of the world.
Therefore, replications of the current study in different countries would most
likely strengthen and validate its findings. Also, the study is cross-sectional
which does not show how attitudes of consumers may change over time. The
authors encourage future studies to employ a longitudinal design to
understand the changes in consumers’ attitudes toward using online
shopping over time. Finally, this study examined only one case in point and
thus findings cannot be generalized to other online shopping web sites.
Future research is highly encouraged to examine consumers’ attitudes toward
other online shopping web sites inside and outside Jordan.
Practical implications
– The paper supports the importance of trust and perceived benefits as key
drivers of attitudes toward online shopping in emerging markets like Jordan. It
further underlines the importance of perceived web quality contribution to
perceived benefits and trust as well as the key role of the later in forming
online shoppers’ attitudes. Online retailers’ executives and managers can
benefit from such findings for future e-marketing strategies and acquire new
customers to achieve long-term performance objectives.
Originality/value
– This paper is one of the very few attempts that examined attitudes toward
online shopping in the Arab world. Importantly, it revealed the drivers of
online shoppers’ attitudes in Jordan. National and international online
retailers planning to expand their operations to Jordan or to the Middle East
Region have now valuable empirical evidence concerning the determinants of
online shopping attitudes and online shoppers’ behavior in Jordan upon which
e-marketing strategies can be formulated and implemented.
Keywords:
Jordan, Perceived benefits, Web site quality, Trust, Online shopping, Online
attitudes
Publisher:
Emerald Group Publishing Limited
An integrated model of factors affecting

consumer attitudes towards online
shopping
Author(s):
Mamoun N. Akroush (Talal Abu-Ghazaleh Graduate School of Business, The
German Jordanian University, Amman , Jordan)
...Show all authors
Abstract:
Purpose
– The purpose of this paper is to examine an integrated model of factors
affecting attitudes toward online shopping in Jordan. The paper introduces an
integrated model of the roles of perceived website reputation, relative
advantage, perceived website image, and trust that affect attitudes toward
online shopping.
online shoppers of a reputable online retailer in Jordan; MarkaVIP. A sample
of 273 of online shoppers was involved in the online survey. A series of
research constructs, unidimensionality, validity, and composite reliability
(CR). Structural path model analysis was also used to test the proposed
research model and hypotheses.
Findings
– The empirical findings of this study indicate that perceived website
reputation, relative advantage, perceived website image, and trust have
directly and indirectly affected consumers’ attitudes toward online shopping.
Online consumers’ shopping attitudes are mainly affected by perceived
relative advantage and trust. Trust is a product of relative advantage and that
the later is a function of perceived website reputation. Relative advantage
and perceived website reputation are key predictors of perceived website
image. Perceived website image was found to be a direct predictor of trust.
Also, the authors found that 26 percent of variation in online shopping
attitudes was directly caused by relative advantage, trust, and perceived
website image.
– The research examined online consumers’ attitudes toward one website
only therefore the generalizability of the research finding is limited to the local
Jordanian website; MarkaVIP. Future research is encouraged to conduct
comparative studies between local websites and international ones, e.g.,
Amazon and e-bay in order to shed lights on consumers’ attitudes toward
both websites. The findings are limited to online shoppers in Jordan. A fruitful
area of research is to conduct a comparative analysis between online and
offline attitudes toward online shopping behavior. Also, replications of the
current study’s model in different countries would most likely strengthen and
validate its findings. The design of the study is quantitative using an online
survey to measure online consumers’ attitudes through a cross-sectional
design. Future research is encouraged to use qualitative research design and
methodology to provide a deeper understanding of consumers’ attitudes and
behaviors toward online and offline shopping in Jordan and elsewhere.
– The paper supports the importance of perceived website reputation, relative
advantage, trust, and perceived web image as keys drivers of attitudes
toward online shopping. It further underlines the importance of relative
advantage and trust as major contributors to building positive attitudes toward
online shopping. In developing countries (e.g. Jordan) where individuals are
generally described as risk averse, the level of trust is critical in determining
the attitude of individuals toward online shopping. Moreover and given the
modest economic situation in Jordan, relative advantage is another significant
factor affecting consumers’ attitudes toward online shopping. Indeed, if online
shopping would not add a significant value and benefits to consumers, they
would have negative attitude toward this technology. This is at the heart of
marketing theory and relationship marketing practice. Further, relative
advantage is a key predictor of both perceived website image and trust and
the later is a major driver of attitudes toward online shopping. Online retailers’
executives and managers can benefit from such findings for future e-
marketing strategies and retaining customers to achieve long-term
performance objectives.
Originality/value
– This paper is one of the early empirical endeavors that examined factors
affecting attitudes toward online shopping in Jordan. This study provides
evidence on the factors that determine online shoppers’ attitudes as an
antecedent to consumers purchase decisions. From a theoretical perspective,
this study contributes to the existing body of knowledge by revealing the sort
of cause and effect relationships among relative advantage, perceived
website reputation, perceived website image, in addition to trust, and their
effect on consumers’ attitudes toward online shopping. Moreover, this paper
is one of handful research that has distinguished between perceived website
image and perceived website reputation along with their relationships and
more specifically in the context of online shopping. From an international e -
marketing perspective, online retailers planning to expand their operations to
include Jordan or the MENA Region have now valuable empirical evidence
concerning the predictors of online shopping attitudes and online shoppers’
behavior upon which e-marketing strategies are formulated and implemented.
Keywords:
Online shopping, Jordan, Trust, Online attitudes, Perceived website
image, Perceived website reputation, Relative advantage
Publisher:
Factors affecting the online travel buying
decision: a review
Author(s):
Ivan Wen (School of Travel Industry Management, University of Hawai'i at
Manoa, Honolulu, Hawaii, USA)
Abstract:
Purpose
– The purpose of this paper is to review the literature on theories affecting
consumers' online purchase intention of travel products. It seeks to explore
the literature on the theoretical foundation of factors influencing customers'
online purchase intentions in general and in the travel industry specifically. It
also suggests areas for further research on online travel buying decisions.
– The conceptual framework of factors affecting customer online buying
decisions – including customers' attitudes, quality of web site design,
customer satisfaction, and customer trust – is developed by examining the
theoretical foundation for each online purchase intention of travel product.
The theoretical foundations and literature review include discussions of the
theory of planned behavior, consumer trust literature, quality of travel web
site design, and consumer satisfaction literature.
Findings
– The paper identifies antecedents of consumers' online purchase intention,
including three domains of measuring e‐commerce web site design –
consumer trust, consumers' attitude perception, and consumer satisfaction –
and applies them to the travel and tourism field.
Originality/value
– The paper proposes a conceptual framework of factors affecting online
consumer travel purchasing. Using actual data, researchers can empirically
test relationships among the factors in this framework and identify possible
future research areas for each factor.
Keywords:
Electronic commerce, Worldwide web, Internet, Tourism, Hospitality
management
Type:
Research paper
Publisher:
Copyright:
© Emerald Group Publishing Limited 2009
Published by Emerald Group Publishing Limited
Citation:
Ivan Wen, (2009) "Factors affecting the online travel buying decision: a
review", International Journal of Contemporary Hospitality Management, Vol.
21 Issue: 6, pp.752-765, https://doi.org/10.1108/09596110910975990
Downloads:
The fulltext of this document has been downloaded 16499 times since 2013
The effect of customized information on

online purchase intentions
Author(s):
Ha Hong-Youl (Department of International Trade, Dongguk University,
Seoul, South Korea)
...Show all authors
Abstract:
Purpose
– The purpose of this paper is to employ a cross-cultural perspective to
propose and empirically evaluate four models focusing on the role of
satisfaction and trust in the formation of online travel purchase intentions.
– A proposed model is compared with three alternative models of the
relationships among, and impact of, independent variables on purchase
intentions. Data from South Korea and UK are used to examine the proposed
relationship and select the best model among four alternative models.
Findings
– Results suggest that there are significant differences as well as similarities
across consumers in South Korea and the UK. Customized information has a
direct affect on both satisfaction and trust. The effect of satisfaction on
purchase intentions is mediated by attitude toward web site only in the UK
sample, while it has direct and indirect effects on purchase intentions in the
South Korean sample. However, the relationship between trust and purchase
intentions is not supported in both data sets.
Originality/value
– This study proposes four alternative models that include customized
information as a key variable influencing purchase intentions. Hierarchical
structural model analysis is utilized to evaluate these models and select the
best fitting model.
Keywords:
Cross-cultural study, Customized information, Online purchase intentions
Publisher:
Copyright:
Citation:
Ha Hong-Youl, Janda Swinder, (2014) "The effect of customized information
on online purchase intentions", Internet Research, Vol. 24 Issue: 4, pp.496-
519, https://doi.org/10.1108/IntR-06-2013-0107
Downloads:
Age, gender and income: do they really

moderate online shopping behaviour?
Author(s):
Blanca Hernández (Department of Marketing and Business Studies,
University of Zaragoza, Zaragoza, Spain)
...Show all authors

Acknowledgements:
The authors wish to express their gratitude for the financial support received
from the Spanish Government CICYT (ECO 2008‐04704), the Aragón
Regional Government (Generés S‐09; DGA 138/08) and Catedra Telefonica
of the University of Zaragoza (267‐184).
Abstract:
Purpose
– The objective of this paper is to analyse whether individuals' socioeconomic
characteristics – age, gender and income – influence their online shopping
behaviour. The individuals analysed are experienced e‐shoppers i.e.
individuals who often make purchases on the internet.
– The technology acceptance model was broadened to include previous use
of the internet and perceived self‐efficacy. The perceptions and behaviour of
e‐shoppers are based on their own experiences. The information obtained
has been tested using causal and multi‐sample analyses.
Findings
– The results show that socioeconomic variables moderate neither the
influence of previous use of the internet nor the perceptions of e‐commerce;
in short, they do not condition the behaviour of the experienced e‐shopper.
– The results obtained help to determine that once individuals attain the
status of experienced e‐shoppers their behaviour is similar, independently of
their socioeconomic characteristics. The internet has become a marketplace
suitable for all ages and incomes and both genders, and thus the prejudices
linked to the advisability of selling certain products should be revised.
Originality/value
– Previous research related to the socioeconomic variables affecting
e‐commerce has been aimed at forecasting who is likely to make an initial
online purchase. In contrast to the majority of existing studies, it is
considered that the current development of the online environment should
lead to analysis of a new kind of e‐shopper (experienced purchaser), whose
behaviour differs from that studied at the outset of this research field. The
experience acquired with online shopping nullifies the importance of
socioeconomic characteristics.
Keywords:
Electronic commerce, Internet shopping, Age groups, Gender, Income, Spain
Type:
Research paper
Publisher:
Copyright:
Citation:
Blanca Hernández, Julio Jiménez, M. José Martín, (2011) "Age, gender and
income: do they really moderate online shopping behaviour?", Online
Information Review, Vol. 35 Issue: 1, pp.113-
133, https://doi.org/10.1108/14684521111113614
Downloads:
FACTORS INFLUENCING CONSUMERS’ ATTITUDE TOWARDS E-COMMERCE

PURCHASES THROUGH ONLINE SHOPPING Zuroni Md Jusoh
Abstract Online shopping is the process of buying goods and services from merchants who sell on the
internet. Shoppers can visit web stores from the comfort of their homes and shop as they sit in front of
the computer. The main purpose of this study is to determine the factors influencing consumers’
attitude towards e-commerce purchases through online shopping. The study also investigate how socio-
demographic (age, income and occupation), pattern of online buying (types of goods, e-commerce
experience and hours use on internet) and purchase perception (product perception, customers’ service
and consumers’ risk) affect consumers’ attitude towards online shopping. Convenience sampling
method was conducted in this study and the sample comparison of 100 respondents in Taman Tawas
Permai, Ipoh. Data were collected via self-administered questionnaire which contains 15 questions in
Part A (respondents’ background and their pattern of using internet and online buying),
INTRODUCTION 1.1 Definition of online shopping Online shopping is defined as the process a customer
takes to purchase a service or product over the internet. In other words, a consumer may at his or her
leisure buy from the comfort of their own home products from an online store. This concept was first
demonstrated before the World Wide Web (WWW) was in use with real time transaction processed
from a domestic television. The technology used was called Videotext and was first demonstrated in
1979 by M. Aldrick who designed and installed systems in the United Kingdom. The Special Issue on
Contemporary Issues in Social Science © Centre for Promoting Ideas, USA 224 By 1990 T. Berners-Lee
created the first WWW server and browser and by 1995 Amazon expanded its online shopping
experiences (Parker-Hall, 2009). 1.2 The benefits of online shopping From the buyer‟s perspective also
e-commerce offers a lot of tangible advantages. For example, reduction in buyer‟s sorting out time,
better buyer decisions, less time is spent in resolving invoice and order discrepancies and finally
increased opportunities for buying alternative products. Moreover, consumers can enjoy online
shopping for 24 hour per day. This is because e-commerce is open for 365 days and never close even for
a minute. Ecommerce also expanded geographic reach because consumers can purchase any goods and
services anytime at everywhere. Hence, online shopping is more environmental friendly compare to
purchase in store because consumers can just fulfill his desires just with a click of mouse without going
out from house by taking any transportation. OBJECTIVE General Objective Generally, this paper is to
identify the attitude of online shoppers towards online shopping. Specific Objective 1. To investigate
how socio-demographic (age, income and occupation) affect consumers‟ attitude towards online
shopping. 2. To probe how the pattern of online buying (types of goods, e-commerce experience and
hours use on internet) influence consumers‟ attitude towards online shopping. 3. To examine how
purchase perception (product perception, customer service and consumer risk) influence consumers‟
attitude towards online shopping.
INTRODUCTION 1.1 Definition of online shopping Online shopping is defined as the process a customer
takes to purchase a service or product over the internet. In other words, a consumer may at his or her
leisure buy from the comfort of their own home products from an online store. This concept was first
demonstrated before the World Wide Web (WWW) was in use with real time transaction processed
from a domestic television. The technology used was called Videotext and was first demonstrated in
1979 by M. Aldrick who designed and installed systems in the United Kingdom.
OBJECTIVE
General Objective Generally, this paper is to identify the attitude of online shoppers towards online
shopping.
Specific Objective 1. To investigate how socio-demographic (age, income and occupation) affect
consumers‟ attitude towards online shopping. 2. To probe how the pattern of online buying (types of
goods, e-commerce experience and hours use on internet) influence consumers‟ attitude towards
online shopping. 3. To examine how purchase perception (product perception, customer service and
consumer risk) influence consumers‟ attitude towards online shopping
LITERATURE REVIEW
1 Attitude Several researchers have carried out studies in their effort to examine the factors influencing
consumers‟ attitude and perception to make e-commerce purchases through online shopping. Attitudes
toward online shopping are defined as a consumer‟s positive or negative feelings related to
accomplishing the purchasing behavior on the internet (Chiu et al., 2005; Schlosser, 2003). Buying trends
and internet adoption indications have been seen as the overall electronic commerce value in Malaysia
rising from US$18 million in 1998 to US$87.3 million in 1999 (Mohd Suki et al., 2006). In order to
investigate consumers‟ attitudes, we need to know what characteristics of consumers typically online
shopping is and what their attitude in online shopping is. In simple terms, this means that there is no
point having an excellent product online if the types of consumers who would buy it are unlikely to be
online.
2 Demographic Factors On top of that, Bellman (1999) investigated various predictors for whether an
individual will purchase online. These authors concluded that demographic variables such as income,
education and age have a modest impact on the decision of whether to buy online whereas the most
important determinant of online shopping was previous behavior such as earlier online purchases.
3 Pattern of Online Buying
4 Purchase Perception
METHODOLOGY
1. Study location: Respondents were selected from Taman Tawas Permai, Ipoh, Perak. This location is
selected by the researcher because it is convenience for the researcher and the accessibility and
coverage is broad enough. Researcher was survey the factors influencing consumers‟ attitude and
perception to make e-commerce purchase through online shopping from range of age in this area. This
is to avoid bias for surveying all the respondents from only a certain range of age only.
2. Sampling Method: This study was conducted by convenience sampling method because of the
unavailability of the list online shopper that involved in online purchases. There were 100 respondents
in this research study. Anonymity and confidentiality were assured and participants were told that they
could withdraw from the study at any point without prejudice.
RESEARCH FINDING AND DISCUSSION
Research findings found that more than half of the respondents have medium level of attitude and
purchase perception towards online shopping. There were 9 hypotheses in this study; five of them are
rejected via the inferential statistical analysis. Meanwhile, the other hypotheses are fail to be rejected.
RECOMMENDATION
This study has taken important steps to investigate the attitude towards online shopping and the
factors that influencing consumers‟ attitude to make e-commerce purchases. Despite this study has
strengths, it has certain limitations. Firstly, the research has only examines three factors that influencing
consumers‟ attitude towards online shopping. Future researches are suggested to determine other
factors that influencing consumers‟ attitude towards online shopping beside consumers‟ socio-
demographic, pattern of buying online and purchase perception. Therefore, it helps them to understand
other factors that may influence the consumers‟ attitude towards online shopping
conclusion
examine how purchase perception (product perception, customer service and consumer risk) influence
consumers‟ attitude towards online shopping. The result findings show that there was significant
relationship between e-commerce experience and attitude towards online shopping among the
respondents (r = 0.471**, p < 0.01).
Consumer lifestyles and online shopping

continuance intention
Author(s):
Norzieiriani Ahmad (Lecturer specializing in marketing at the College of
Business, Universiti Utara Malaysia, Sintok, Malaysia)
...Show all authors
Abstract:
Purpose
– The purpose of this paper is to discuss the issues involved in understanding
the buying behavior of Malaysian consumers, particularly in the online
shopping context in relation to their lifestyles.
– This paper provides a general review of the literature regarding the
influence of lifestyles on consumer intentions to repurchase online.
Findings
– The paper provides marketers with insights into how knowledge about
lifestyle factors can be integrated into marketing and advertising strategies.
– The results of this study will provide some ideas and practical suggestions
which can be implemented particularly in online shopping in order to improve
its continuance (i.e. customer retention strategies) as effective means of
maintaining the subscriber base, market share and overall revenue of online
businesses.
Originality/value
– This paper delineates the importance of understanding consumer lifestyles
and its effect on continuance intention that allows online marketers to predict
prospective online shoppers' intention to repurchase more easily.
Keywords:
Lifestyles, Internet shopping, Customer loyalty
Type:
General review
Publisher:
Copyright:
Citation:
Norzieiriani Ahmad, Azizah Omar, T. Ramayah, (2010) "Consumer lifestyles
and online shopping continuance intention", Business Strategy Series, Vol.
11 Issue: 4, pp.227-243, https://doi.org/10.1108/17515631011063767
Downloads:
What do we know about consumer m-

shopping behaviour?
Author(s):
Hannah R. Marriott, (School of Management, Swansea University,
Swansea, UK)
...Show all authors
Single Sentence Summary:

This paper provides a review of the mobile shopping (m-shopping)
acceptance behaviour to bring international marketing and consumer
research attention to m-shopping acceptance factors, and suggests that
mobile device users are more likely to develop positive attitudes towards the
m-shopping.
Abstract:
Purpose
The purpose of this paper is to provide a review of the mobile shopping (m -
shopping) acceptance literature to bring international marketing and
consumer research attention to m-shopping acceptance factors and
limitations in current understandings to propose recommendations for further
academic and retailing attention.
Keyword searches identified the consumer-focused literature across mobile
commerce, m-shopping, mobile browsing and mobile purchasing, published in
English language journals. A classification framework is created and a time
frame is established to provide a more focused direction for research.
Findings
Despite the growing popularity of consumers adopting m-shopping activities
and the increasing academic attention, consumer m-shopping utilisation
remains low and research into its causes remains in its infancy. This paper
has subsequently identified a variety of recommendations for further
research, including further insights into perceived risk, user vs non-user
behaviours, the multi-stage shopping process, incorporation of time
considerations and theoretical development.
Originality/value
There has yet been a review of the m-shopping literature collaborating literary
findings and limitations in the consumer m-shopping environment. Three
major themes arise in this paper. First, there are a variety of factors affecting
consumer willingness to accept m-shopping which are often incorporated in
existing theory in a sporadic manner. Second, factors can create positive
and/or negative consumer perceptions, requiring further insight. Finally,
research limitations predominantly surround theoretical and methodological
constraints, prompting for wider geographical and more longitudinal
approaches to research.
Keywords:
Acceptance, Consumer behaviour, Mobile shopping (M-shopping), Mobile
devices
Type:
Literature review
Publisher:
Emerald Publishing Limited
Received:
26 September 2016
Revised:
21 October 2016, 22 December 2016, 03 January 2017
Accepted:
15 February 2017
Copyright:
© Emerald Publishing Limited 2017
Published by Emerald Publishing Limited
Licensed re-use rights only
Citation:
Hannah R. Marriott, Michael D. Williams, Yogesh K. Dwivedi, (2017) "What
do we know about consumer m-shopping behaviour?", International Journal
of Retail & Distribution Management, Vol. 45 Issue: 6, pp.568-
586, https://doi.org/10.1108/IJRDM-09-2016-0164
Downloads:
Moderating effects of online shopping

experience on customer satisfaction and
repurchase intentions
Author(s):
Ilias O. Pappas (Department of Informatics, Ionian University, Corfu, Greece)
...Show all authors
Abstract:
Purpose
– Satisfaction and experience are essential ingredients for successful
customer retention. This study aims to verify the moderating effect of
experience on two types of relationships: the relationship of certain
antecedents with satisfaction, and the relationship of satisfaction with
intention to repurchase.
– This paper applies structural equation modelling (SEM) and multi-group
analysis to examine the moderating role of experience in a conceptual model
estimating the intention to repurchase. Responses from 393 people were
used to examine the differences between high- and low-experienced users of
online shopping.
Findings
– The research shows that experience has moderating effects on the
relationships between performance expectancy and satisfaction and
satisfaction and intention to repurchase. This study empirically demonstrates
that prior customer experience strengthens the relationship between
performance expectancy and satisfaction, while it weakens the relationship of
satisfaction with intention to repurchase.
– Practitioners should differentiate the way they treat their customers based
on their level of experience. Specifically, the empirical research demonstrates
that the expected performance of the online shopping experience
(performance expectancy) affects satisfaction only on high-experienced
customers. Instead, the effort needed to use online shopping (effort
expectancy) and the user's belief in own abilities to use online shopping (self -
efficacy) influence satisfaction only on low-experienced customers. The effect
of trust and satisfaction is significant on online shopping behaviour on both
high- and low-experienced customers.
Originality/value
– This paper investigates how different levels of experience affect customers'
satisfaction and online shopping behaviour. It is proved that experience
moderates the effect of performance expectancy on satisfaction and the
effect of satisfaction on intention to repurchase. It also demonstrates that
certain effects (effort expectancy and performance expectancy) are valid for
only one of the two examined groups, while only one effect (trust) is valid for
both (high- and low-experienced).
Keywords:
Online shopping, experience, Satisfaction, Multi-group analysis, Intention to
repurchase
Publisher:
Copyright:
Citation:
Ilias O. Pappas, Adamantia G. Pateli, Michail N. Giannakos, Vassilios
Chrissikopoulos, (2014) "Moderating effects of online shopping experience on
customer satisfaction and repurchase intentions", International Journal of
Retail & Distribution Management, Vol. 42 Issue: 3, pp.187-
204, https://doi.org/10.1108/IJRDM-03-2012-0034
Downloads:
An integrated model of factors affecting
consumer attitudes towards online
shopping
Author(s):
Mamoun N. Akroush (Talal Abu-Ghazaleh Graduate School of Business, The
German Jordanian University, Amman , Jordan)
...Show all authors
Abstract:
Purpose
– The purpose of this paper is to examine an integrated model of factors
affecting attitudes toward online shopping in Jordan. The paper introduces an
integrated model of the roles of perceived website reputation, relative
advantage, perceived website image, and trust that affect attitudes toward
online shopping.
online shoppers of a reputable online retailer in Jordan; MarkaVIP. A sample
of 273 of online shoppers was involved in the online survey. A series of
research constructs, unidimensionality, validity, and composite reliability
(CR). Structural path model analysis was also used to test the proposed
research model and hypotheses.
Findings
– The empirical findings of this study indicate that perceived website
reputation, relative advantage, perceived website image, and trust have
directly and indirectly affected consumers’ attitudes toward online shopping.
Online consumers’ shopping attitudes are mainly affected by perceived
relative advantage and trust. Trust is a product of relative advantage and that
the later is a function of perceived website reputation. Relative advantage
and perceived website reputation are key predictors of perceived website
image. Perceived website image was found to be a direct predictor of trust.
Also, the authors found that 26 percent of variation in online shopping
attitudes was directly caused by relative advantage, trust, and perceived
website image.
– The research examined online consumers’ attitudes toward one website
only therefore the generalizability of the research finding is limited to the local
Jordanian website; MarkaVIP. Future research is encouraged to conduct
comparative studies between local websites and international ones, e.g.,
Amazon and e-bay in order to shed lights on consumers’ attitudes toward
both websites. The findings are limited to online shoppers in Jordan. A fruitful
area of research is to conduct a comparative analysis between online and
offline attitudes toward online shopping behavior. Also, replications of the
current study’s model in different countries would most likely strengthen and
validate its findings. The design of the study is quantitative using an online
survey to measure online consumers’ attitudes through a cross-sectional
design. Future research is encouraged to use qualitative research design and
methodology to provide a deeper understanding of consumers’ attitudes and
behaviors toward online and offline shopping in Jordan and elsewhere.
– The paper supports the importance of perceived website reputation, relative
advantage, trust, and perceived web image as keys drivers of attitudes
toward online shopping. It further underlines the importance of relative
advantage and trust as major contributors to building positive attitudes toward
online shopping. In developing countries (e.g. Jordan) where individuals are
generally described as risk averse, the level of trust is critical in determining
the attitude of individuals toward online shopping. Moreover and given the
modest economic situation in Jordan, relative advantage is another significant
factor affecting consumers’ attitudes toward online shopping. Indeed, if online
shopping would not add a significant value and benefits to consumers, they
would have negative attitude toward this technology. This is at the heart of
marketing theory and relationship marketing practice. Further, relative
advantage is a key predictor of both perceived website image and trust and
the later is a major driver of attitudes toward online shopping. Online retai lers’
executives and managers can benefit from such findings for future e-
marketing strategies and retaining customers to achieve long-term
performance objectives.
Originality/value
– This paper is one of the early empirical endeavors that examined factors
affecting attitudes toward online shopping in Jordan. This study provides
evidence on the factors that determine online shoppers’ attitudes as an
antecedent to consumers purchase decisions. From a theoretical perspective,
this study contributes to the existing body of knowledge by revealing the sort
of cause and effect relationships among relative advantage, perceived
website reputation, perceived website image, in addition to trust, and their
effect on consumers’ attitudes toward online shopping. Moreover, this paper
is one of handful research that has distinguished between perceived website
image and perceived website reputation along with their relationships and
more specifically in the context of online shopping. From an international e -
marketing perspective, online retailers planning to expand their operations to
include Jordan or the MENA Region have now valuable empirical evidence
concerning the predictors of online shopping attitudes and online shoppers’
behavior upon which e-marketing strategies are formulated and implemented.
Keywords:
Online shopping, Jordan, Trust, Online attitudes, Perceived website
image, Perceived website reputation, Relative advantage
Publisher:
Copyright:
Citation:
Mamoun N. Akroush, Mutaz M. Al-Debei, (2015) "An integrated model of
factors affecting consumer attitudes towards online shopping", Business
Process Management Journal, Vol. 21 Issue: 6, pp.1353-
1376, https://doi.org/10.1108/BPMJ-02-2015-0022
Downloads:
Consumer attitudes towards online

shopping: The effects of trust, perceived
benefits, and perceived web quality
Author(s):
Mutaz M. Al-Debei (Department of Management Information Systems, The
University of Jordan, Amman, Jordan)
...Show all authors
Abstract:
Purpose
– The purpose of this paper is to examine consumer attitudes toward online
shopping in Jordan. The paper introduces an integrated model which includes
trust, perceived benefits, perceived web quality, and electronic word of mouth
(eWOM) along with their relationships in order to examine their effects on
consumer attitudes toward online shopping.
online shoppers of a reputable online retailer in Jordan; i.e. MarkaVIP. A
sample of 273 online shoppers was involved in the online survey. A series of
research constructs, unidimensionality, validity, and composite reliability.
Structural path model analysis was also used to test the hypothesized
relationships of the research model.
Findings
– The empirical findings of this study indicate that consumer attitudes toward
online shopping is determined by trust and perceived benefits. Trust is a
product of perceived web quality and eWOM and that the latter is a function
of perceived web quality. Hence, trust and perceived benefits are key
predictors of consumer attitudes toward online shopping, according to the
results. Further, the authors also found that higher levels of perceived web
quality lead to higher levels of trust in an online shopping web site. Perceived
web quality was found to be a direct predictor of trust, and the former
positively and significantly influences perceived benefits. Also, the authors
found that 28 percent of the variation in online shopping attitudes was caused
by perceived benefits and trust.
– The research sample included only early adopters who are usually
described as personal innovators and risk takers. Future research is
encouraged to focus on other groups such as non-adopters to understand
their online shopping attitudes. Another limitation is derived from the
geographical context of the current study; that is Jordan. The findings are not
necessarily applicable to other Arab countries and the rest of the world.
Therefore, replications of the current study in different countries would most
likely strengthen and validate its findings. Also, the study is cross -sectional
which does not show how attitudes of consumers may change over time. The
authors encourage future studies to employ a longitudinal design to
understand the changes in consumers’ attitudes toward using online
shopping over time. Finally, this study examined only one case in point and
thus findings cannot be generalized to other online shopping web sites.
Future research is highly encouraged to examine consumers’ attitudes toward
other online shopping web sites inside and outside Jordan.
– The paper supports the importance of trust and perceived benefits as key
drivers of attitudes toward online shopping in emerging markets like Jordan. It
further underlines the importance of perceived web quality contribution to
perceived benefits and trust as well as the key role of the later in forming
online shoppers’ attitudes. Online retailers’ executives and managers can
benefit from such findings for future e-marketing strategies and acquire new
customers to achieve long-term performance objectives.
Originality/value
– This paper is one of the very few attempts that examined attitudes toward
online shopping in the Arab world. Importantly, it revealed the drivers of
online shoppers’ attitudes in Jordan. National and international online
retailers planning to expand their operations to Jordan or to the Middle East
Region have now valuable empirical evidence concerning the determinants of
online shopping attitudes and online shoppers’ behavior in Jordan upon which
e-marketing strategies can be formulated and implemented.
Keywords:
Jordan, Perceived benefits, Web site quality, Trust, Online shopping, Online
attitudes
Publisher:
Copyright:
Citation:
Mutaz M. Al-Debei, Mamoun N. Akroush, Mohamed Ibrahiem Ashouri, (2015)
"Consumer attitudes towards online shopping: The effects of trust, perceived
benefits, and perceived web quality", Internet Research, Vol. 25 Issue: 5,
pp.707-733, https://doi.org/10.1108/IntR-05-2014-0146
Downloads:
Influencing the online consumer's

behavior: the Web experience
Author(s):
Efthymios Constantinides (Assistant Professor at the University of Twente,
Faculty of Business, Public Administration and Technology, Department of
Marketing, Strategy and Entrepreneurship, Enschede, The Netherlands)
Abstract:
Addresses one of the fundamental issues of e‐marketing: how to attract and
win over the consumer in the highly competitive Internet marketplace.
Analyses the factors affecting the online consumer's behavior and examines
how e‐marketers can influence the outcome of the virtual interaction and
buying process by focusing their marketing efforts on elements shaping the
customer's virtual experience, the Web experience. Identifying the Web
experience components and understanding their role as inputs in the online
customer's decision‐making process are the first step in developing and
delivering an attractive online presence likely to have the maximum impact on
Internet users. Click‐and‐mortar firms delivering superior Web experience
influence their physical clients’ perceptions and attitudes, driving additional
traffic to traditional sales outlets. Provides a contribution to the theoretical
debate around the factors influencing the online consumer's behavior and
outlines some noticeable similarities and differences between the traditional
and virtual consumers.
Keywords:
Internet marketing, Worldwide web, Online operation, Consumer
behaviour, Buying behaviour
Type:
Literature review
Publisher:
Copyright:
Citation:
Efthymios Constantinides, (2004) "Influencing the online consumer's
behavior: the Web experience", Internet Research, Vol. 14 Issue: 2, pp.111-
126, https://doi.org/10.1108/10662240410530835
Downloads:
Factors affecting consumer behaviors in
online buy‐it‐now auctions
Author(s):
Bo Xu (School of Management, Fudan University, Shanghai, China)
...Show all authors
Abstract:
Purpose
– As a type of electronic commerce, online C2C markets have experienced a
rapid growth in both sales volume and user numbers. Buy‐it‐now (BIN)
auction is a mechanism to facilitate online auctions, and is adopted by the
major online C2C marketplaces. This study aims to investigate consumers'
purchase and adoption of risk relief service in BIN auctions in the online C2C
market from the perspective of perceived risk.
– A research model is developed based on relevant theory. Data are
collected from American and Chinese consumers through a web‐based
experiment system that simulates the transaction process on online C2C
markets. The proposed hypotheses are tested with logistic and multiple linear
regressions.
Findings
– The results show that buyer's purchase behavior and usage of risk relief
service for a transaction in BIN auctions are determined by the perceived risk,
which is influenced by the buyer's risk attitude, seller online reputation, and
the product price and type.
– This study provides an in‐depth understanding of consumers' behaviors on
online C2C markets at transaction level, and makes implications for online
marketplace operation and business strategy making.
Originality/value
– The primary value of this paper lies in providing a better understanding of
consumers' behaviors on online C2C market, and investigating the factors
that influence the consumers' purchase and adoption of risk relief service in
online BIN auctions from the perceived risk perspective.
Keywords:
Electronic commerce, Internet shopping, Auctions, Experimentation
Type:
Research paper
Publisher:
Copyright:
Citation:
Bo Xu, Zhangxi Lin, Bingjia Shao, (2010) "Factors affecting consumer
behaviors in online buy‐it‐now auctions", Internet Research, Vol. 20 Issue: 5,
pp.509-526, https://doi.org/10.1108/10662241011084086
Downloads:
Conceptualizing consumer “trust” in online

buying behaviour: an empirical inquiry and
model development in Indian context
Author(s):
Sangeeta Sahney (Based at the Vinod Gupta School of Management, Indian
Institute of Technology, Kharagpur, India)
...Show all authors
Acknowledgements:
Received 30 July 2011. Revised 30 April 2012. 11 December 2012. Accepted
6 March 2013.
Abstract:
Purpose
– India has a large internet savvy population that is not only accessing the
internet but also buying online. With a revolution in the very basics of
transaction from a physical store format to a non‐store one, the retail industry
has begun to understand the indispensability of the internet as a medium of
transaction. However, the rate of diffusion and adoption of the new
phenomenon amongst consumers is still relatively low. Trust on online
transactions is one of the key barriers to vendors succeeding in online
transactions. A lack of trust discourages consumers from participating in
online buying. With the internet advancing new opportunities, it is important to
understand the factors that generate trust of Indian consumers in the online
buying system. The purpose of this paper is to explore the determinants of
trust in online buying behavior of consumers. This paper is a theoretical
attempt at conceptualizing “trust” as a construct, in the context of online
buying and testing it empirically. The objective of the study is to explore the
critical online trust‐creating factors that influence the online buying decision
of people, and to establish their causal impact, if any, through developing an
integrated model.
– The study, descriptive, diagnostic, and causal in nature, was conducted in
the context of online buying of railway tickets in India. In the first phase, a
pilot survey was conducted on a sample of 100 users of the online railway
reservation. After having tested the survey instrument for validity and
reliability, the second phase of the study was conducted on a sample of 327
users of online railway reservation facilities. A series of multiple regressions
analyses was conducted to determine the causal impacts of critical consumer
trust parameters on online reservation of railway tickets by users in the Indian
context. The analysis of demographics based on gender and age groups was
also made to capture the cross‐comparisons of critical online trust‐related
attributes.
Findings
– The factor analysis had grouped the items into four constructs with a total
of 11 items. The item total correlations to each construct were found
significant. All the critical online trust based constructs were found to have a
significant impact on the intention of buyers of booking/purchasing railway
tickets online in India. The analyses of demographics established that all the
critical consumer trust‐based attributes to online buying intention have no
significant differences for gender, whereas for age groups some of the
attributes were found significant and others were not.
– The process of online trust formation among the potential buyers depends
on a host of factors. This present study has only explored a select number of
constructs and remains a major limitation. Notwithstanding this limitation,
there are significant theoretical implications for critical online trust constructs
of consumers on online buying behavior in the Indian context.
Originality/value
– By examining the various dimensions explored and established in this
study, the concerned authority can develop a better understanding of
consumer needs and expectations. Academicians and researchers can use
this study for assessing consumer trust towards online reservation of railway
tickets in the Indian context, and identifying such attributes that would lead to
the generation of online consumer trust towards online reservation of railway
tickets. It provides insight into the impact of trust in online buying and the
relationship between trust and buying behaviour. The policy decision makers
of railway authority may also use the findings of this study as a resource,
while constructing, managing, and evaluating their marketing strategies in the
Indian context.
Keywords:
Consumer behaviour, Internet, Trust, Buying behaviour, India, Online buying
Type:
Research paper
Publisher:
Copyright:
Citation:
Sangeeta Sahney, Koustab Ghosh, Archana Shrivastava, (2013)
"Conceptualizing consumer “trust” in online buying behaviour: an empirical
inquiry and model development in Indian context", Journal of Asia Business
Studies, Vol. 7 Issue: 3, pp.278-298, https://doi.org/10.1108/JABS-Jul-2011-
0038
Downloads:
Initial trust and online buyer behaviour

Author(s):
Yu‐Hui Chen (Norwich Business School, University of East Anglia, Norwich,
UK)
...Show all authors
Abstract:
Purpose
– Online trust is one of the key obstacles to vendors succeeding on the
internet medium; a lack of trust is likely to discourage online consumers from
participating in e‐commerce. This research aims to investigate how online
consumers develop their initial trust and purchase intentions. The research in
conducted in the context of Taiwanese online bookstores.
– The research examines consumers' online initial trust by using four major
categories of determinants: perceived technology, perceived risk, company
competency, and trust propensity. It also investigates the impacts of both
online initial trust and familiarity with online purchasing on purchase intention.
The research model is statistically tested using the web sites of four online
bookstores in Taiwan. The web site selected by each respondent is
unfamiliar.
Findings
– It is found that perceived usefulness, perceived security, perceived privacy,
perceived good reputation, and willingness to customise are the important
antecedents to online initial trust. It is also discovered that different level s of
trust propensity moderate perceptions toward the web site and online with
respect to online initial trust, including perceived usefulness, perceived
security, perceived privacy, perceived good reputation, and willingness to
customise. Both online initial trust and familiarity with online purchasing have
a positive impact on purchase intention.
Originality/value
– The research provides insight into the development of online initial trust by
consumers, and the relationships between online initial trust and purchase
intention. The research model was created and then tested in the context of
online bookshops in Taiwan.
Keywords:
Electronic commerce, Trust, Consumer behaviour
Type:
Research paper
Publisher:
Copyright:
Citation:
Yu‐Hui Chen, Stuart Barnes, (2007) "Initial trust and online buyer
behaviour", Industrial Management & Data Systems, Vol. 107 Issue: 1, pp.21-
36, https://doi.org/10.1108/02635570710719034
Downloads:
The role of experiential value in online

shopping: The impacts of product
presentation on consumer responses
towards an apparel web site
Author(s):
So Won Jeong (The Ohio Sate University, Columbus, Ohio, USA)
...Show all authors
Abstract:
Purpose
– The purpose of this paper is to examine whether Pine and Gilmore's four
experience realms (4Es) are affected by web site features; the 4Es affect
consumer emotional components of pleasure and arousal; and pleasure and
arousal lead to enhanced web site patronage intention.
– For the main experiment, two stimulus web sites reflecting high experiential
value and low experiential value were developed. Data were collected in a
laboratory setting from 196 participants. An analysis of the causal model was
conducted using the maximum‐likelihood estimation procedure of Analysis of
Moment Structures (AMOS) for hypotheses testing.
Findings
– Using AMOS, the results indicated that web site features affected the 4Es
and three of the 4Es (entertainment, escapist and esthetic experiences)
influenced pleasure and/or arousal. Pleasure, arousal, entertainment, and
esthetic experiences had direct effects on web site patronage intention.
– The results present an effective way to offer experiential value, which
enhances web site patronage intention, to online retailers.
Originality/value
– This is the first empirical research to investigate the holistic process of the
effects of product presentation on consumer responses towards an apparel
web site that there is a clear need for further study.
Keywords:
Consumer behaviour, Electronic commerce, Experience, Internet
shopping, Product design
Type:
Research paper
Publisher:
Copyright:
Citation:
So Won Jeong, Ann Marie Fiore, Linda S. Niehm, Frederick O. Lorenz,
(2009) "The role of experiential value in online shopping: The impacts of
product presentation on consumer responses towards an apparel web
site", Internet Research, Vol. 19 Issue: 1, pp.105-
124, https://doi.org/10.1108/10662240910927858
Downloads:
Online behavioural intentions: an empirical

investigation of antecedents and
moderators
Author(s):
Mark M.H. Goode (University of Wales, Swansea, UK)
...Show all authors

Abstract:
Purpose
– The current study aims to develop and extend existing research into
online behavioural intentions of consumers' by proposing, operationalising,
and testing a model of the antecedents of behavioural intentions that
models and evaluates how switching costs and inducements moderate the
behavioural intentions of online shoppers.
– The study employed a personally administered structured questionnaire
to gather data regarding consumer's interpretations and evaluations of one
specific website. A total of 296 completed questionnaires were analysed.
Findings
– Analyses found support for the theoretical framework and uncovered
strong links between a number of hypothesised antecedent and
moderating factors and behavioural intentions.
– The study supplies an empirical contribution through conceptualising,
and subsequently empirically verifying, a model of the antecedents and
moderators of online behavioural intentions. Empirical contributions also
stem from the findings of moderated associations as well as from the
strength and magnitude of uncovered associative links. Finally the study
also generates a more general contribution to existing knowledge of
e‐loyalty.
– The findings of the study also have numerous implications for
practitioners. The moderated regression equation indicates that the
exogenous factors studied explain nearly 68 per cent of variance in
behavioural intentions. As such, the findings supply valuable insights into
which factors practitioners should focus their attention to better tailor their
approaches and content.
Originality/value
– The value of the current study centres on the conceptual and empirical
contributions regarding the moderation of links between antecedent
factors and online behavioural intentions.
Keywords:
Consumer behaviour, Customer loyalty, Internet shopping
Type:
Research paper
Publisher:
Copyright:
Citation:
Mark M.H. Goode, Lloyd C. Harris, (2007) "Online behavioural intentions:
an empirical investigation of antecedents and moderators", European
Journal of Marketing, Vol. 41 Issue: 5/6, pp.512-
536, https://doi.org/10.1108/03090560710737589
Downloads:

Consumer Attitudes Towards Online Shopping

Caricato da

Informazioni sul documento

Titolo originale

Copyright

Formati disponibili

Condividi questo documento

Condividi o incorpora il documento

Opzioni di condivisione

Hai trovato utile questo documento?

Questo contenuto è inappropriato?

Copyright:

Formati disponibili

Consumer Attitudes Towards Online Shopping

Caricato da

Copyright:

Formati disponibili

Consumer attitudes towards online

shopping: The effects of trust, perceived

...Show all authors

An integrated model of factors affecting

...Show all authors

The effect of customized information on

...Show all authors

Age, gender and income: do they really

...Show all authors

FACTORS INFLUENCING CONSUMERS’ ATTITUDE TOWARDS E-COMMERCE

3 Pattern of Online Buying

RESEARCH FINDING AND DISCUSSION

Consumer lifestyles and online shopping

...Show all authors

What do we know about consumer m-

...Show all authors

Single Sentence Summary:

Moderating effects of online shopping

...Show all authors

...Show all authors