Insights into individual's online shopping continuance intention
| Date | 07 October 2014 |
| DOI | https://doi.org/10.1108/IMDS-07-2014-0201 |
| Pages | 1453-1476 |
| Published date | 07 October 2014 |
| Author | Norshidah Mohamed,Ramlah Hussein,Nurul Hidayah Ahmad Zamzuri,Hanif Haghshenas |
| Subject Matter | Information & knowledge management,Information systems,Data management systems |
Insights into individual’s online
shopping continuance intention
Norshidah Mohamed
College of Business Administration, Prince Sultan University, Riyadh,
Saudi Arabia and International Business School Universiti Teknologi Malaysia,
Kuala Lumpur, Malaysia
Ramlah Hussein
College of Business Administration, Prince Sultan University, Riyadh,
Saudi Arabia
Nurul Hidayah Ahmad Zamzuri
Department of Information Systems, International Islamic University Malaysia,
Kuala Lumpur, Malaysia, and
Hanif Haghshenas
International Business School, Universiti Teknologi Malaysia,
Kuala Lumpur, Malaysia
Abstract
Purpose – The purpose of this paper is to provide insights into individual’s online shopping
continuance intention. The research uses the Expectation Confirmation Theory and Technology
Acceptance Model as theoretical foundations to develop a model to ac hieve this aim.
Design/methodology/approach – The research uses a cross-sectional survey research design
approach. An online marketplace web site that connects buyers and sellers in Malaysia serves as the
research context. Data were collected using convenience approach.
Findings – Results suggest satisfaction contributes to individual online shopping continuance
intention. Consistent with extant research, perceived usefulness of web site links to online shopping
continuance intention. Contrary to past findings, perceived ease of web site use does not directly
contribute to online shopping continuance intention. Individual’s price-oriented lifestyle, perceived
ease of web site use and usefulness contributed to individual’s satisfaction with online shopping
experience. People with time-oriented, net-oriented and price-oriented lifestyles and preference for
a web site contribute to perceived ease of web site use. Extraverts have online shopping intention
while emotional stability moderates the relationship between perceived usefulness of web site and
satisfaction in online shopping.
Originality/value – Findings aid web service provider and internet retailers when explaining
individual continuance intention of online shopping. This research advances understanding of the role
of satisfaction, perceived ease of web site use and perceived web site usefulness regarding online
shopping continuance intention. The research also sheds light on individual attributes as contributors
to online shopping experience, continuance and perceptions of web site.
Keywords Lifestyle, Technology Acceptance Model, Continuance intention,
Expectation Confirmation Theory, Personality
Paper type Research p aper
1. Introduction
Advancement of information and communication technologies gave rise to phenomenal
growth in the number of internet users. The internet has redefined business rules and
The current issue and full text archive of this journal is available at
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Industrial Management & Data
Systems
Vol. 114 No.9, 2014
pp. 1453-1476
rEmeraldGroup Publishing Limited
0263-5577
DOI 10.1108/IMDS-07-2014-0201
The research is partially funded by the International Islamic University Malaysia research grant
(504\RES\G\14\3\1\5\EDW A 09-331).
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Online shopping
continuance
intention
offered alternative means of consumer shopping. Emarketer (2014) recently anticipates
that electronic commerce sales in the USA will reach $304.1 billion by the end of 2014.
Europe’s electronic commerce sales according to Forrester, are projected to hit h191 billion
($247.1 billion) by 2017. The Centre for Retail Research predicts that UK electronic
commerce sales will grow by 15.8 percent and reach £44.97 billion ($58.2 billion) by 2014.
In driving sales growth, inter net retailers are constantly challenged to attract new
online customers to their sites and retain existing ones. This pap er focuses on retaining
existing online customers in achieving sales growth. This resonates with the notion
that for businesses on the internet to survive, regardless of the country in which they
are established, retailers must lower customer acquisition costs (Hoffman and Novak,
2000). Further, Fenn (2010) argues that acquiring new customers is expensive; it is five
to ten times the cost of retaining an existing one, and the average spending of a repeat
customer is 67 percent more than a new customer. Online customer retention has
gradually captured researchers’ interests and is cited as a means of assuring competitive
advantages (Tsai and Huang, 2007; Zhang et al., 2011) and a success element in online
stores (Chiu et al., 2009).
In developing online customer retention strategies, inter net retailers may find an
insight into individual’s online shopping continuance intention useful. However,
continuance to shop online appears to remain underrepresented in rese arch. This is
albeit the proliferation of research on online shopping (Kim, 2012; Lo et al., 2013; Ozok
and Wei, 2010; Suki, 2013; Ulbrich et al., 2011). Given enormous opportunities ahead
regarding internet retailing, this study focusses on individual continuance intention to
shop over the internet. We extend and confirm an integrated model of continuance
intention, with interest in investigating individual attributes, post-online shopping
perception, online shopping experience, and online shopping continuan ce intention.
Individual perceptions and experience (Schiffman et al., 2005) besides psychographics
that covers lifestyle, personality and preference (Evans et al., 2009) are noteworthy in
consumer behavior and therefore shopping. This importance continuously renews
researchers’ interest in shopping especially in brick-and-mortar environment. Concurrently,
due to widespread use of the internet, it warrants an investigation of potential application
in online shopping continuance context.
Although there are previous studies on continuance intention of users in adopting
a technology (Zhou, 2014; Hsu et al., 2014; Chen and Chou, 2012; Al-Maghrabi and
Dennis, 2010; Al-Maghrabi et al., 2011; Ahmad et al., 2010; Liu and Forsythe, 2010;
Chen et al., 2009; Bhattacherjee, 2001), research focusing on the role of individual
attributes remain sparse. This paper presents empirical finding s in encouraging
additional research in the area and in advancing understanding of online shopping
continuance.
Our focus is on individuals’ attributes (comprising individuals’ lifestyle, preference
personality), perception and online shopping experience. Hence, the research question is:
RQ1. What are the relationships among individual attributes, perception, experience,
and online shopping continuance intention?
2. Theoretical foundations
This study is grounded by two theories: Expectation Confir mation Theory (ECT) and
the Technology Acceptance Model (TAM). ECT is selected on the basis that an
individual’s intention to continue use of a product or service is determined by his
satisfaction with prior use (Oliver, 1980). TAM is chosen due to its ability in predicting
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