Abstract
With the growth of the internet, electronic (online) business has become an important trend in the economy. This study investigates how retailers could enhance their shopping processes and hence help sustain their e-business development. Therefore, we propose a unified information system-consumer behavior (IS-CB) model for online shopping to analyze factors that impact online shopping. We used an online survey to gather data from 633 online customers to test the theoretical model, matching differences using structural equation modeling. Highly influencing factors for the IS-CB online shopping model included perceived value (PV), perceived risk (PR), social factors (SF), perceived ease of use (PEOU), perceived usefulness (PU), online shopping intention, trust, online shopping experience, actual online shopping purchases, entertainment gratification (EG), website irritation (WI), information design (ID), visual design (VD), and navigation design (ND). This study provides important theoretical and practical implications. PV and trust in online shopping can nurture positive attitudes and shopping intentions among online customers. Well-designed websites produce higher levels of trust and reduced WI. Similarly, online shopping sites with better ID, ND, and VD also reduce WI and increase trust. This study fills gaps in previous studies relating to IS and CB and provides explanations for IS and CB constituent impacts on acceptance and use of online shopping. The proposed unified IS-CB explains consumer online shopping patterns for a sustainable e-business.
Highlights
Online shopping is a thriving market, and is predicted to grow globally with a compound annual growth rate, CAGR ≥ 19% by 2020 [1]
An online questionnaire was sent by email to participants in Korea randomly chosen from online shopping mall customers with two or more online purchases per month for the previous 6 months
Total variance described by the items loading on each factor exceeded 50% and the Kaiser Meyer Olkin measure of 0.84 and significant result (p < 0.01) from Bartlett’s test confirmed acceptable applicability of the exploratory factor analysis (EFA) items
Summary
Online shopping is a thriving market, and is predicted to grow globally with a compound annual growth rate, CAGR ≥ 19% by 2020 [1]. As of April 2017, approximately 40% of US internet users said they had purchased things online several times a month and 20% purchased products and services on a weekly basis [2]. This progress has been fueled by the advantages of online shopping. Previous studies have only considered specific and individual concerns concentrating on online shopping constituents or consequences. Another noteworthy gap is the relationship between website design elements and website irritation and trust, and perceived risks related to customer trust and attitudes in online shopping. To improve customer online shopping, it is vital for retail practitioners to have superior insight into not just factors that prompt positive and pleasant sentiment among customers, and factors that incite negative feelings and responses, which could obstruct online shopping behavior [9]
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