Perceived Mental Benefit in Electronic Commerce: Development and Validation

Nguyen Nguyen,Khoa Khoa

doi:10.3390/su11236587

Abstract

There is no denying that electronic commerce has brought many benefits to consumers. In the competitive market, capturing the benefit that customers perceived will be the best way for the sustainability of online businesses. However, in the context of increasing human life quality, re-examining the beneficial dimensions of electronic commerce (e-commerce) is a necessity. This study aims to develop and validate a perceived benefit scale of e-commerce concerning the mental viewpoint. The qualitative research and quantitative research method are used according to the development and validation procedure proposed by Churchill in 1979. The research result indicates that the perceived mental benefit of online shopping is in the second-order concept of four dimensions, including perceived shopping enjoyment, perceived social interaction, perceived discreet shopping, and perceived control. Some research and managerial implications are proposed.

Highlights

The popularity of the Internet and the development of increasingly user-friendly, easier-to-use technology devices, are making significant changes in consumer behavior
The study conducted a literature review to identify the commonly used observation variables in the study of perceived mental benefits and the group discussion results added a number of observable variables appropriate to the context of social networking technology, Web 2.0, and Technology 4.0, such as “ease of exchange information”, “feel privacy to search for information without anyone knowing”, “not afraid to buy discounted products”, “find the product based on the information provided”, “does not require much effort as suggested by the site” [68,79], “not feel afraid to ask about products but did not buy”, “not ashamed to buy sensitive items” [80,81]
According to the results of two quantitative studies (n1 = 276 and n2 = 439) in order to refine and validate the scale including the results of assessing exploratory factor analysis (EFA), reliability of scale (Cronbach’s alpha), first-order confirmatory factor analysis (CFA), the validity of the construct, and second-order CFA

Summary

Introduction

The popularity of the Internet and the development of increasingly user-friendly, easier-to-use technology devices, are making significant changes in consumer behavior. The use of the Internet to conduct transactions is called by many names such as electronic commerce (e-commerce), or online shopping. The scale of the business to consumer (B2C) e-commerce market is continuously expanding, with the average revenue growth rate of approximately 30% per year from 2014 to 2017 [2]. This development shows that B2C e-commerce in Vietnam has become a popular shopping option and a new trend in consumer shopping activities. This development is an opportunity for businesses to achieve better efficiency and sustainability in business

Objectives

Methods

Results

Conclusion