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Online consumer behavior: An empirical study based on theory of planned behavior.

机译:在线消费者行为:基于计划行为理论的实证研究。

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摘要

The study of online consumer behavior is one of the most important research agendas in management information systems and marketing science. However, there is very limited knowledge about online consumer behavior because it is a complicated social-technical phenomenon and involves too many antecedent factors. Most prior studies in this area often offered inconsistent or even conflicted results due to using various simple research models in order to achieve parsimony. This study aims to overcome the drawback of previous studies and examines up to ten antecedent factors in one research model.;This study extends theory of planned behavior (TPB) by including ten important antecedents as external beliefs to online consumer behavior. The ten antecedents are identified by prior studies, mostly in the areas of management information systems and marketing science. This study is conducted with a survey of 288 college students who have online shopping experiences. The collected survey data is used to test each hypothesis developed in the research model. The results of data analysis confirm perceived ease of use (PEOU) and trust are essential antecedents in determining online consumer behavior through behavioral attitude and perceived behavioral control. The findings also indicate that cost reduction helps the consumer create positive attitude toward purchase. Further, the findings show the effects of two constructs of flow -- concentration and telepresence on consumer's attitude. Concentration is positively related to attitude toward purchase, but telepresence likely decreases attitude due to the consumer's possible nervousness or concern about uncertainty in the online environment.;One of the main contributions of this study is that it provides valuable empirical evidence to prove that the TPB-based research model can well handle up to ten external beliefs with combining the partial least squares (PLS) statistical analysis. According to the findings, it is reasonable to conclude the TPB-based model has high potential to manipulate more than ten external beliefs without compromising the model's goodness of fit.
机译:在线消费者行为的研究是管理信息系统和营销科学中最重要的研究议程之一。但是,关于在线消费者行为的知识非常有限,因为它是一种复杂的社会技术现象,涉及太多的前因。由于使用各种简单的研究模型以达到简约性,该领域中的大多数先前研究通常提供不一致甚至冲突的结果。本研究旨在克服先前研究的缺陷,并在一个研究模型中检查多达十个先行因素。本研究通过将十个重要的前因作为对在线消费者行为的外部信念,将计划行为理论(TPB)进行了扩展。这十个先决条件是由先前的研究确定的,这些研究大多在管理信息系统和营销科学领域中进行。这项研究是对288位具有在线购物经验的大学生进行的调查。收集的调查数据用于检验研究模型中建立的每个假设。数据分析的结果证实,感知易用性(PEOU)和信任度是通过行为态度和感知行为控制来确定在线消费者行为的重要先决条件。研究结果还表明,降低成本有助于消费者对购买产生积极的态度。此外,研究结果还显示了流量的两种构建方式-集中度和远程呈现对消费者态度的影响。集中度与购买态度成正相关,但是远程呈现可能会由于消费者可能的紧张情绪或对在线环境中不确定性的担忧而降低态度。这项研究的主要贡献之一是,它提供了宝贵的经验证据来证明TPB基于模型的研究模型通过结合偏最小二乘(PLS)统计分析,可以很好地处理多达十个外部信念。根据调查结果,可以合理地得出结论,基于TPB的模型具有很高的潜力,可以操纵十多个外部信念,而不会损害模型的拟合优度。

著录项

  • 作者

    Chen, Liqiang.;

  • 作者单位

    The University of Nebraska - Lincoln.;

  • 授予单位 The University of Nebraska - Lincoln.;
  • 学科 Business Administration Marketing.;Psychology Social.;Business Administration Management.
  • 学位 Ph.D.
  • 年度 2009
  • 页码 189 p.
  • 总页数 189
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类 贸易经济;社会心理、社会行为;贸易经济;
  • 关键词

  • 入库时间 2022-08-17 11:38:19

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