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Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior

Published on Jun 1, 2002in Information Systems Research2.46
· DOI :10.1287/isre.13.2.205.83
Marios Koufaris17
Estimated H-index: 17
(CUNY: City University of New York)
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Abstract
In this study, we consider the online consumer as both a shopper and a computer user. We test constructs from information systems (Technology Acceptance Model), marketing (Consumer Behavior), and psychology (Flow and Environmental Psychology) in an integrated theoretical framework of online consumer behavior. Specifically, we examine how emotional and cognitive responses to visiting a Web-based store for the first time can influence online consumers' intention to return and their likelihood to make unplanned purchases. The instrumentation shows reasonably good measurement properties and the constructs are validated as a nomological network.A questionnaire-based empirical study is used to test this nomological network. Results confirm the double identity of the online consumer as a shopper and a computer user because both shopping enjoyment and perceived usefulness of the site strongly predict intention to return. Our results on unplanned purchases are not conclusive. We also test some individual and Web site factors that can affect the consumer's emotional and cognitive responses. Product involvement, Web skills, challenges, and use of value-added search mechanisms all have a significant impact on the Web consumer. The study provides a more rounded, albeit partial, view of the online consumer and is a significant steptowards a better understanding of consumer behavior on the Web. The validated metrics should be of use to researchers and practitioners alike.
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References75
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Estimated H-index: 76
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An analysis of the reported experiences of people involved in various play-forms (i.e., rock-climbing, chess, dance, basketball, music composition) suggests that the qualities which make these activities enjoyable are the following: (a) a person is able to concentrate on a limited stimulus field, (b) in which he or she can use his or her skills to meet clear demands, (c) thereby forgetting his or her own problems, and (d) his or her own separate identity, (e) at the same time obtaining a feeling...
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Hairong Li19
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Maratha G. Rusell1
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This study proposed and tested a model of consumer online buying behavior. The model posits that consumer online buying behavior is affected by demographics, channel knowledge, perceived channel utilities, and shopping orientations. Data were collected by a research company using an online survey of 999 U.S. Internet users, and were cross-validated with other similar national surveys before being used to test the model. Findings of the study indicated that education, convenience orientation, exp...
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Detmar W. Straub48
Estimated H-index: 48
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Richard T. Watson49
Estimated H-index: 49
(UGA: University of Georgia)
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Amit Bhatnagar12
Estimated H-index: 12
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Estimated H-index: 15
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Estimated H-index: 28
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Estimated H-index: 28
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Thomas P. Novak (novak@moe.ogsm.vanderbilt.edu) Donna L. Hoffman (hoffman@colette.ogsm.vanderbilt.edu)Project 2000, Vanderbilt Universityhttp://www2000.ogsm.vanderbilt.edu/Yiu-Fai YungPsychometric Laboratory, UNC Chapel HillDecember 1997Abstract for the INFORMS Marketing Science and the Internet Mini-ConferenceMIT, March 1998
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Steven Bellman19
Estimated H-index: 19
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Gerald L. Lohse26
Estimated H-index: 26
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Eric J. Johnson62
Estimated H-index: 62
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Consumers worldwide can shop online 24 hours a day, seven days a week, 365 days a year. Some market sectors, including insurance, financial services, computer hardware and software, travel, books, music, video, flowers, and automobiles, are experiencing rapid growth in online sales. For example, in Jan. 1999, Dell Computer Corp. was selling an average of $14 million of equipment online per day, and Amazon.com has become the third largest bookseller in the U.S., despite being in business only sin...
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+ 1 AuthorsKar Yan Tam37
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Estimated H-index: 1
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