Influence of online shopping information dependency and innovativeness on internet shopping adoption
| DOI | https://doi.org/10.1108/14684520810914025 |
| Pages | 648-667 |
| Published date | 26 September 2008 |
| Date | 26 September 2008 |
| Author | Enrique Bigné‐Alcañiz,Carla Ruiz‐Mafé,Joaquín Aldás‐Manzano,Silvia Sanz‐Blas |
| Subject Matter | Information & knowledge management,Library & information science |
Influence of online shopping
information dependency
and innovativeness on internet
shopping adoption
Enrique Bigne
´-Alcan
˜iz, Carla Ruiz-Mafe
´,
Joaquı
´n Alda
´s-Manzano and Silvia Sanz-Blas
Department of Marketing, University of Vale
`ncia, Vale
`ncia, Spain
Abstract
Purpose – The paper’s purpose is to analyse the influence of online shopping information
dependency and innovativeness on the acceptance of internet shopping.
Design/methodology/approach – The impact of online shopping information dependency,
domain-specific innovativeness and technology acceptance model (TAM) variables on future
shopping intention has been tested through structural equation modelling techniques. The sample
consisted of 465 Spanish consumers who had never purchased online.
Findings – Data analysis shows that consumer innovativeness and online shopping information
dependency have a direct and positive influence on future online shopping intention and that the basic
TAM hypotheses are fulfilled. Online shopping information dependency can be increased with
interfaces that are easier to use, but only if perceived usefulness remains high. Consumer
innovativeness positively influences internet exposure and the ease-of-use perception of the shopping
medium, referred to throughout this paper as “shopping channel”.
Practical implications – This research enables companies to know which aspects of their
communication strategies to highlight in order to get non-purchasing web users to participate in
e-shopping. Perceived ease of use and online shopping information dependency has a significant
influence on shoppers’ willingness to purchase online. This shows that web content and design are key
tools in the increase of future online purchasing. It is also recommended that managers target some of
their advertising campaigns to the more innovative users.
Originality/value – There are still too few studies that analyse the effects of innovativeness and
online shopping information dependency on non-purchasing web users’ behaviour. This work aims to
combine the influence of online shopping information dependency, innovativeness and the traditional
TAM in order to construct an improved model for internet shopping acceptance. It will use an
integrated model to do so.
Keywords Innovation,Online operations, Shopping, Consumerbehaviour, Electronic commerce, Spain
Paper type Research paper
Introduction
E-commerce adoption depends on the profile of potential consumers as not all
consumers accept an innovation at the same time (Rogers, 1962). The literature review
shows that, among other factors, the relationship with the internet and the degree of
The current issue and full text archive of this journal is available at
www.emeraldinsight.com/1468-4527.htm
Joaquı
´n Alda
´s-Manzano acknowledges the financial support of the research project of the
Spanish Ministry of Education and Science – FEDER (SEJ2005-02776).
OIR
32,5
648
Refereed article received
25 September 2007
Approved for publication
21 April 2008
Online Information Review
Vol. 32 No. 5, 2008
pp. 648-667
qEmerald Group Publishing Limited
1468-4527
DOI 10.1108/14684520810914025
receptiveness to innovation are factors which determine how quickly an internet use r
becomes an online shopper (Citrin et al., 2000; Vrechopoulos et al., 2001).
In Spain, as in other countries, growing internet use has not been accompanied by a
similar growth in the number of online shoppers. Despite the fact that 40.8 per cent of
internet users based their purchase decisions in brick-and-mortar establishments on
information they had obtained from the internet, only 13.6 per cent of the Spanish
population and 27.3 per cent of internet users shopped online in 2006 (Red.es
Observatorio, 2007). Information on the users of the system is therefore important, as in
the final instance they are the ones who will guarantee the success or failure of this new
shopping channel.
Individual attitudes towards new shopping channel adoption are based on classical
consumer behaviour models (Ajzen and Fishbein, 1980; Howard and Sheth, 1969;
Nicosia, 1966). The innovation dissemination process (Gatignon and Robertson, 1985)
and information systems acceptance (Davis, 1989; Davis et al., 1989) have been used as
the explanatory framework for consumer behaviour analysis in relation to many
different products and markets.
In the last 20 years, different lines of research have focused on identifying certain
factors influencing the acceptance of information systems and have provided models
and theoretical proposals. In particular, the technology acceptance model (TAM)
introduced by Davis (Davis, 1989; Davis et al., 1989) has received considerable
attention from the scientific community (Ahn et al., 2004; Deng et al., 2005; Lee et al.,
2003; McKechnie et al., 2006; Sa
´nchez-Franco and Rolda
´n, 2005; Venkatesh and Davis,
2000) and has been used to study any type of technological innovation. This model
explains attitudes towards information systems and predicts use intentions and
adoption and is the most widely used theoretical system in this field.
However, although the TAM has provided understanding of information systems
acceptance, more in-depth understanding is needed of the factors that contribute to the
acceptance of the internet as a shopping channel. More in-depth studies are still needed
on the influence of attitudes towards innovation on the non-purchasing web user’s
behaviour (Vrechopoulos et al., 2001). It is also crucial to understand information use
patterns in order to develop effective strategies for attracting non-purchasing web
users (Klein, 1998; Shim et al., 2001). In addition, the group of internet users interested
in future online shopping can act as opinion leaders for other consumers (Modahl, 2000;
Vrechopoulos et al., 2001).
In view of the above, this work aims to combine in an integrated model (Consumer
Personal Characteristics Extended TAM (CPCETAM)) the influence of innovativeness,
online shopping information dependency and the traditional TAM in order to construct
an improved model for internet shopping acceptance. The study is divided into three
parts. In the first section the conceptual model is presented focusing on the rationale for
the constructs used to expand the TAM and deriving testable hypotheses. In the
second or methodology section, design, sampling and measures are described and
validated. In the third, the results, based on a sample of 465 Spanish internet users, are
presented and managerial implications are discussed.
Theoretical framework
Purchase intention refers to a mental state that reflects the consumer’s decision to
acquire a product or service in the immediate future (Howard, 1989). In the context of
Online shopping
information
649
To continue reading
Request your trial