Online repurchase Intention: empirical study on the household equipment market
Model development based on the concepts of technology adoption, reinforcement expectations and information systems duration. Use of the website and internet services to make purchases of household appliances. Confirmation of online shopping expectations.
| Рубрика | Маркетинг, реклама и торговля |
| Вид | статья |
| Язык | английский |
| Дата добавления | 09.08.2021 |
| Размер файла | 330,4 K |
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Perceived ease of use of an online Household equipment Retail Store. Online customers who find the website easy to use will be very likely to trust e-commerce environments in term of privacy, security, absence of errors, protection of personal data, etc. Our data support the argu- ment made by Gefen and Straub [Gefen, Straub, 2003] in this regard.
The perceived ease of use of household equipment website has a very strong impact on perceived enjoyment. The easier it is for a user to navigate an online household equipment store, the greater his/her engagement in online buying. As pointed out in [Kim, Ammeter, 2008], online shopping involves more than the mere acquisition of household equipment such as sofa or table lamp. In this regard, the ability of online customers to find information effectively provides them with a sense of enjoyment.
The perceived ease of use of household equipment website has a strong impact on perceived usefulness. The ability of online clients to find relevant information on household equipment has an impact on their perception of the website's functionality, usefulness. In that sense, clients are more likely to find the IKEA website effective, convenient to use, and helpful if they can easily navigate from page to page.
Confirmation. Expectation-confirmation from users of household equipment retail websites does not influence their perceived usefulness. However, the latter has a significant effect on satisfaction. Bhattacherjee's ECM was validated by several studies [Hong, 2006; Liao, Palvia, Chen, 2009; Wen, Prybutok, Xu, 2011], however, was not supported by our data on online household equipment purchase. The perceived usefulness of the IKEA website is not influenced by postpurchase confirmation. It also means that failure to meet the users' expectations- confirmation does not have an impact on the users' perceived usefulness of the IKEA website. Our data on household appliance online shopping tend to diverge from the results reported by Chen [Chen, 2012], who argued that consumers' confirmation in online purchase has a positive impact on their perception of the website usefulness.
However, confirmation has a positive impact on users' satisfaction with the website. When online customers' expectations about the household products they have purchased online are confirmed, they tend to be satisfied with the IKEA website. This means that the website played a role in enabling the user to choose the right product and has contributed in reducing the gap between pre- and post- purchase perception. expectation purchase internet appliances
Online Repurchase Intention. The website's privacy and security practices do not necessarily guarantee that the IKEA website is convenient and functional. This is not in keeping with the argument proposed in [Zhu, Lee, O'Neal, 2011] in this regard. The absence of errors on the website and e-security for customer's personal information does not necessarily encourage online customers to continue purchasing online. The likelihood that an online customer will purchase products from the website again is not significantly predicted by the degree of trust in the household equipment market. Trust appears to be less important for customers of IKEA's online store, probably because there is no need for a high degree of trust when buying a carpet, kitchen furniture or posters. Our findings are similar to the findings of [Wen, Pry- butok, Xu, 2011], which do not support the hypothesis of the relationship between trust and online repurchase intention. This empirical study complements earlier studies on trust in e-commerce and online risk [Zhu, Lee, O'Neal, 2011]. The perceived usefulness of the website is not a predictor of satisfaction. This finding does not support the predictions made by previous research [Devaraj, Fan, Kohli, 2002; Chen, 2012] that perceived usefulness has an impact on e-commerce satisfaction.
IKEA website functionality, the help provided and the practical usefulness has a positive impact on the intention to repurchase online in the future as argued in [Chen, 2012]. Our study supports various models such as the ECM [Bhattacherjee, 2001], Chen's [Chen, 2012] and Wen, Prybutok, Xu's [Wen, Prybutok, Xu, 2011] models.
The website satisfaction has a positive impact on online repurchase intention. When online customers are satisfied, it creates a positive consumption experience encouraging them to return to the website and to repurchase in the future. Our findings are coherent with previous studies [Bhattache- rjeein, 2001; Liao, Palvia, Chen, 2009; Hong, 2006; Wen, Prybutok, Xu, 2011]. The IS continuance usage intention is explained by the satisfaction of the website.
Our empirical studies highlight very counter-intuitive findings. The perceived enjoyment has a significant and negative impact on the intention to repurchase online. People who are very involved in the purchasing process are less likely to repurchase online. The less the website is entertaining to procure enjoyment to consumers, the greater the intention to repurchase online. It means that online clients are not on the IKEA website for fun but more for finding useful information they need. Highly counter-intuitive, our data suggest opposite findings to the previous studies (e. g. [Wen, Prybutok, Xu, 2011]) that argued that shopping enjoyment has a positive impact on online users' intention to return. Our empirical study of the household equipment appears to be different from other markets.
Conclusion
In the household equipment market, past internet shopping experience is very important to online buyers by affecting their perceived ease of use, their confirmation and satisfaction.
The ease of using a website itself influences the degree of trust, the perceived enjoyment and the perceived usefulness. Online customers' confirmation influences their satisfaction but not the perceived usefulness of the website. The perceived usefulness and satisfaction positively affect the online repurchase intention of household equipment, while the perceived enjoyment negatively affects the IS continuance usage intention, which is a counter-intuitive finding.
Our findings contribute to the body of literature dealing with consumers' online purchase and repurchase behavior. Our study has been able to encompass the existing works conducted by [Oliver, 1980; Davis, 1989; Wen, Prybutok, Xu, 2011; Chen, 2012]. In particular, our study has been to make those existing work converge into a single model. Bringing together four models into a single model contribute to strengthening the existing body of literature, by confirming existing hypothesis, by not supporting certain hypothesis, and more importantly, by bringing counter intuitive findings.
Those counter intuitive findings are opening new avenue for further investigation. In addition, our study offers an empirical contribution by investigating the household equipment market, which differ from existing studies conducted in different empirical settings.
Some limitations existed in our work. First of all, the respondents represented a part of the population and we have seen almost half of respondents had less than 24 years so we cannot generalize the behavior of our respondents to the all online shopping population.
Most of our respondents were French people, and for further research it will be interesting to compare people from different cultural backgrounds who may probably have different shopping intentions because it probably impacts their intentions too. In addition, the study has been taking IKEA as an example, meaning that we cannot generalize our findings to other brands.
For further research, it would be interesting to focus more on the relationship between the purchasing enjoyment and the intention to repurchase online in different online markets. While C. Wen, V. Prybutok and C. Xu argued that shopping enjoyment has a positive impact on online users' intention to return [Wen, Prybutok, Xu, 2011], we argue that online enjoyment has a negative impact on the online repurchase intention of household equipment. We urge scholars to conduct further empirical studies to further discuss the impact of online shopping enjoyment on the repurchase intention in different markets. In addition, we are suggesting further research to investigate online repurchase intention, using qualitative methods to capture the in depth motivations of customers and to identify new drivers that may explain their behaviors.
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Аннотация
Намерение совершения повторных онлайн-покупок: эмпирическое исследование рынка бытового оборудования
Ж. Видлен, Л. Скарингелла Реннская школа бизнеса, Франция
Развитие электронной коммерции способствовало резкому увеличению объема онлайн-покупок. В статье разрабатывается теоретическая модель на основе концепций принятия технологий, ожидания-подкрепления и продолжительности информационных систем. Впервые проводится эмпирическое исследование намерения совершения повторных онлайн-покупок на рынке бытового оборудования. Анализ выполнен на материале опроса 218 клиентов IKEA при помощи метода моделирования структурных уравнений. Можно сделать ряд выводов. Во-1-х, прошлый опыт интернет-покупок (past Internet shopping expereience) влияет на простоту пользования (perceived ease of use) онлайн-сервисом, подтверждение ожиданий (confirmation) и удовлетворенность (satisfaction) клиентов. Во-2-х, удобство использования веб-сайта положительно взаимосвязано с доверием к ресурсу (trust), воспринимаемым удовольствием (perceived enjoyment) и полезностью использования. В-3-х, установлено, что подтверждение ожиданий воздействует на удовлетворенность, но не оказывает эффекта на воспринимаемую полезность использования (perceived usefulness). В-4-х, на намерение совершения повторных онлайн-покупок влияют воспринимаемая полезность и удовлетворенность. В-5-х, воспринимаемое удовольствие негативно взаимосвязано с намерением повторных онлайн-покупок. Вклад исследования заключается в интеграции ранее разработанных моделей намерений совершения повторных онлайн-покупок.
Ключевые слова: Интернет, электронная коммерция, повторная покупка, бытовое оборудование, онлайн-покупка, IKEA.
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