Drivers of Attitudes toward Online Purchase Intention Among Residents of Taiyuan in China
Article Sidebar
Main Article Content
Abstract
Purpose: This study aims to investigate the influencing factors of consumers’ attitudes towards online shopping and purchase intention in Taiyuan, Shanxi Province. The conceptual framework proposes the causal relationship between trust, subjective norm, perceived risk, perceived behavioral control, attitudes, and purchase intention. Research design, data, and methodology: The researchers used a quantitative method (n=500) to send questionnaires to consumers about the online shopping experience in Taiyuan, Shanxi Province. A nonprobability sampling includes judgment sampling, quota sampling, and convenient sampling. Structural equation modeling (SEM) and confirmatory factor analysis (CFA) were used for data analysis, including model fitting, reliability, and validity tests. Results: The results show that trust significantly affects online shopping attitude. Furthermore, perceived risk, perceived behavior control, and attitude have significant effects on purchase intention. The influence of subjective norms on shopping intention is not significant. Attitude has the greatest impact on shopping intention. Conclusion: It is suggested that the managers of online shopping platforms should maintain consumers’ good attitudes toward online shopping, improve the level of trust mechanism, and control risks. the research results will help strategic managers and marketers of online shopping platforms gain better experience and enlightenment in attracting consumers to enhance the development of the online shopping market.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
The submitting author warrants that the submission is original and that she/he is the author of the submission together with the named co-authors; to the extend the submission incorporates text passages, figures, data, or other material from the work of others, the submitting author has obtained any necessary permission.
Articles in this journal are published under the Creative Commons Attribution License (CC-BY What does this mean?). This is to get more legal certainty about what readers can do with published articles, and thus a wider dissemination and archiving, which in turn makes publishing with this journal more valuable for you, the authors.
References
Abbes, M., & Goudey, A. (2015). How salespersons induce trust between consumers and retailers: The case of French well-being stores. International Journal of Retail & Distribution Management, 43(12), 1104-1125. https://doi.org/10.1108/ijrdm-06-2014-0064
Ajzen, I. (1985). From Intentions to Actions: A Theory of Planned Behavior. Action Control, 11-39. https://doi.org/10.1007/978-3-642-69746-3_2
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-t
Ajzen, I., & Fishbein, M. (1980). Understanding Attitudes and Predicting Social Behavior. Prentice-Hall.
Al-Debei, M. M., Akroush, M. N., & Ashouri, M. I. (2015). Consumer attitudes towards online shopping: The effects of trust, perceived benefits, and perceived web quality. Internet Research, 25(5), 707-733. https://doi.org/10.1108/intr-05-2014-0146
Aldhmour, F., & Sarayrah, I. (2016). An investigation of factors influencing consumers’ intention to use online shopping: an empirical study in south of Jordan. The Journal of Internet Banking and Commerce, 21(2), 1-48.
Ali, N. I., Samsuri, S., Sadry, M., Brohi, I. A., & Shah, A. (2016). Online Shopping Satisfaction in Malaysia: A Framework for Security, Trust and Cybercrime. 2016 6th International Conference on Information and Communication Technology for The Muslim World (ICT4M) https://doi.org/10.1109/ict4m.2016.048
Bentler, P. M. (1990). Comparative fit indexes in structural models. Psychological Bulletin, 107(2), 238-246. https://doi.org/10.1037/0033-2909.107.2.238
Cheah, I., Phau, I., & Liang, J. (2015). Factors influencing consumers' attitudes and purchase intentions of e-deals. Marketing Intelligence & Planning, 33(5), 763-783. https://doi.org/10.1108/mip-05-2014-0081
Chen, M.-F., & Lu, T.-Y. (2011). Modeling e-coupon proneness as a mediator in the extended TPB model to predict consumers' usage intentions. Internet Research, 21(5), 508-526. https://doi.org/10.1108/10662241111176344
Chong, A. Y.-L., Chan, F. T. S., & Ooi, K.-B. (2012). Predicting consumer decisions to adopt mobile commerce: Cross country empirical examination between China and Malaysia. Decision Support Systems, 53(1), 34-43. https://doi.org/10.1016/j.dss.2011.12.001
Cho, Y. C., & Sagynov, E. (2015). Exploring Factors That Affect Usefulness, Ease of Use, Trust, And Purchase Intention in The Online Environment. International Journal of Management & Information Systems (IJMIS), 19(1), 21. https://doi.org/10.19030/ijmis.v19i1.9086
Chyxx.com. (2020, April 30). The scale of online shopping users in China grew steadily. https://www.chyxx.com/industry/202004/857926.html
CNNIC. (2021, June 30) The 47th statistical report on China's Internet Development released. China Internet Network Information Center http://www.cnnic.cn/hlwfzyj/hlwxzbg/hlwtjbg/202102/P020210203334633480104.pdf
Dowling, G. R., & Staelin, R. (1994). A Model of Perceived Risk and Intended Risk-Handling Activity. Journal of Consumer Research, 21(1), 119. https://doi.org/10.1086/209386
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1993). Consumer Behavior (6th ed.). Dryden Press.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39–50. https://doi.org/10.2307/3151312
Forsythe, S. M., & Shi, B. (2003). Consumer patronage and risk perceptions in Internet shopping. Journal of Business Research, 56(11), 867-875. https://doi.org/10.1016/s0148-2963(01)00273-9
Fortin, D. R. (2000). Clipping coupons in cyberspace: A proposed model of behavior for deal-prone consumers. Psychology and Marketing, 17(6), 515-534. https://doi.org/10.1002/(sici)1520-6793(200006)17:6<515::aid-mar5>3.0.co;2-b
Gefen, D., & Pavlou, P. A. (2012). The Boundaries of Trust and Risk: The Quadratic Moderating Role of Institutional Structures. Information Systems Research, 23(3), 940-959. https://doi.org/10.1287/isre.1110.0395
Gefen, D., & Straub, D. W. (2003). Managing User Trust in B2C e-Services. e-Service Journal, 2(2), 7. https://doi.org/10.2979/esj.2003.2.2.7
Ghazali, E. M., Mutum, D. S., Chong, J. H., & Nguyen, B. (2018). Do consumers want mobile commerce? A closer look at M-shopping and technology adoption in Malaysia. Asia Pacific Journal of Marketing and Logistics, 30(4), 1064-1086. https://doi.org/10.1108/apjml-05-2017-0093
Goldsmith, R. E., & Goldsmith, E. B. (2002). Buying apparel over the Internet. Journal of Product & Brand Management, 11(2), 89-102. https://doi.org/10.1108/10610420210423464
Hair, J. F., Black., W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariant data analysis (1st ed.). Pearson.
Han, B., Kim, M., & Lee, J. (2018). Exploring consumer attitudes and purchasing intentions of cross-border online shopping in Korea. Journal of Korea Trade, 22(2), 86-104. https://doi.org/10.1108/jkt-10-2017-0093
Hansen, T., Møller Jensen, J., & Stubbe Solgaard, H. (2004). Predicting online grocery buying intention: a comparison of the theory of reasoned action and the theory of planned behavior. International Journal of Information Management, 24(6), 539-550. https://doi.org/10.1016/j.ijinfomgt.2004.08.004
Hassanein, K., & Head, M. (2007). Manipulating perceived social presence through the web interface and its impact on attitude towards online shopping. International Journal of Human-Computer Studies, 65(8), 689-708. https://doi.org/10.1016/j.ijhcs.2006.11.018
Harrison McKnight, D., Choudhury, V., & Kacmar, C. (2002). The impact of initial consumer trust on intentions to transact with a web site: a trust building model. The Journal of Strategic Information Systems, 11(3-4), 297-323. https://doi.org/10.1016/s0963-8687(02)00020-3
Hill, R. J., Fishbein, M., & Ajzen, I. (1977). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research. Contemporary Sociology, 6(2), 244. https://doi.org/10.2307/2065853
Hoffman, D. L., Novak, T. P., & Peralta, M. (1999). Building consumer trust online. Communications of the ACM, 42(4), 80-85. https://doi.org/10.1145/299157.299175
Hong, I. B. (2015). Understanding the consumer's online merchant selection process: The roles of product involvement, perceived risk, and trust expectation. International Journal of Information Management, 35(3), 322-336. https://doi.org/10.1016/j.ijinfomgt.2015.01.003
Hopwood, C. J., & Donnellan, M. B. (2010). How should the internal structure of personality inventories be evaluated? Personality and Social Psychology Review, 14(3), 332–346. https://doi.org/10.1177/1088868310361240
Kim, J., & Park, J. (2005). A consumer shopping channel extension model: attitude shift toward the online store. Journal of Fashion Marketing and Management: An International Journal, 9(1), 106-121. https://doi.org/10.1108/13612020510586433
Kim, H., & Karpova, E. (2010). Consumer Attitudes Toward Fashion Counterfeits: Application of the Theory of Planned Behavior. Clothing and Textiles Research Journal, 28(2), 79-94. https://doi.org/10.1177/0887302x09332513
Kuan, H.-H., & Bock, G.-W. (2007). Trust transference in brick and click retailers: An investigation of the before-online-visit phase. Information & Management, 44(2), 175-187. https://doi.org/10.1016/j.im.2006.12.002
Kulviwat, S., Bruner, G. C., II, & Al-Shuridah, O. (2009). The role of social influence on adoption of high tech innovations: The moderating effect of public/private consumption. Journal of Business Research, 62(7), 706-712. https://doi.org/10.1016/j.jbusres.2007.04.014
Lee, H.-J., & Huddleston, P. (2006). Effects of E-Tailer and Product Type on Risk Handling in Online Shopping. Journal of Marketing Channels, 13(3), 5-28. https://doi.org/10.1300/j049v13n03_02
Liang, A. R. (2014). Analysis of the online organic food purchasing behaviors of consumers with different food-related life styles. Internet Research, 24(5), 587-607.
Limayem, M., Cheung, C. M. K., & Chan, G. W. W. (2003). A Meta-Analysis of Online Consumer Behavior Empirical Research [Paper presentation]. 8th AIM Conference, May 21st and 23rd, Grenoble, France.
Lim, W. M. (2015). Antecedents and consequences of e-shopping: an integrated model. Internet Research, 25(2), 184-217. https://doi.org/10.1108/intr-11-2013-0247
Li, Y. H., & Huang, J. W. (2009). Applying theory of perceived risk and technology acceptance model in the online shopping channel. World Academy of Science Engineering and Technology, 53(1), 919-925.
Mansour, K. B. (2016). An analysis of business’ acceptance of Internet banking: an integration of e-trust to the TAM. Journal of Business & Industrial Marketing, 31(8), 982-994.
Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An Integrative Model of Organizational Trust. Academy of Management Review, 20(3), 709-734. https://doi.org/10.5465/amr.1995.9508080335
McKnight, D. H., & Chervany, N. L. (2001). What Trust Means in E-Commerce Customer Relationships: An Interdisciplinary Conceptual Typology. International Journal of Electronic Commerce, 6(2), 35-59. https://doi.org/10.1080/10864415.2001.11044235
Moon, M. A., Javaid, B., Kiran, M., Awan, H. M., & Farooq, A. (2018). Consumer perceptions of counterfeit clothing and apparel products attributes. Marketing Intelligence & Planning, 36(7), 794-808. https://doi.org/10.1108/mip-11-2017-0272
Morgan, R. M., & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(3), 20-38. https://doi.org/10.1177/002224299405800302
Nunnally, J. C., & Bernstein, I. H. (1994). The Assessment of Reliability. Psychometric Theory, 3, 248-292.
Nysveen, H., Pedersen, P. E., & Thorbjørnsen, H. (2005). Intentions to use mobile services: antecedents and cross-service comparisons. Journal of the Academy of Marketing Science, 33(3), 330-346.
O’Connor, E. L., & White, K. M. (2010). Willingness to trial functional foods and vitamin supplements: The role of attitudes, subjective norms, and dread of risks. Food Quality and Preference, 21(1), 75-81. https://doi.org/10.1016/j.foodqual.2009.08.004
Perea y Monsuwé, T., Dellaert, B. G. C., & de Ruyter, K. (2004). What drives consumers to shop online? A literature review. International Journal of Service Industry Management, 15(1), 102-121. https://doi.org/10.1108/09564230410523358
Peter, J. P., & Olson, J. C. (2010). Consumer Behavior and Marketing Strategy (9th ed.). McGraw-Hill Irwin.
Rahman, S. u., Khan, M. A., & Iqbal, N. (2018). Motivations and barriers to purchasing online: understanding consumer responses. South Asian Journal of Business Studies, 7(1), 111-128. https://doi.org/10.1108/sajbs-11-2016-0088
Raman, P. (2019). Understanding female consumers’ intention to shop online-The role of trust, convenience and customer service. Asia Pacific Journal of Marketing and Logistics, 31(4),1138-1160.
Salo, J., & Karjaluoto, H. (2007). A conceptual model of trust in the online environment. Online Information Review, 31(5), 604-621. https://doi.org/10.1108/14684520710832324
San-Martín, S., Prodanova, J., & Jiménez, N. (2015). The impact of age in the generation of satisfaction and WOM in mobile shopping. Journal of Retailing and Consumer Services, 23, 1-8. https://doi.org/10.1016/j.jretconser.2014.11.00
Sharma, G. P., Verma, R. C., & Pathare, P. (2005). Mathematical modeling of infrared radiation thin layer drying of onion slices. Journal of Food Engineering, 71(3), 282-286. https://doi.org/10.1016/j.jfoodeng.2005.02.010
Sica, C., & Ghisi, M. (2007). The Italian versions of the Beck Anxiety Inventory and the Beck Depression Inventory-II: Psychometric properties and discriminant power. In M.A. Lange (Ed.), Leading - Edge Psychological Tests and Testing Research (pp. 27-50). Nova.
Singh, S., & Srivastava, S. (2019). Engaging consumers in multichannel online retail environment: A moderation study of platform type on interaction of e-commerce and m-commerce. Journal of Modelling in Management, 14(1), 49-76. https://doi.org/10.1108/jm2-09-2017-0098
Sparks, P., Hedderley, D., & Shepherd, R. (1992). An investigation into the relationship between perceived control, attitude variability and the consumption of two common foods. European Journal of Social Psychology, 22(1), 55-71. https://doi.org/10.1002/ejsp.2420220107
Taylor, S., & Todd, P. A. (1995). Understanding Information Technology Usage: A Test of Competing Models. Information Systems Research, 6(2), 144-176. https://doi.org/10.1287/isre.6.2.144
ThanhNienNews. (2015, May 4). 6 Vietnamese face theft charges for using stolen credit card data. www.thanhniennews.com/society/6-vietnamese-face-theft-charges-for-using-stolen-credit-carddata-42851.html
Topaloğlu, C. (2012). Consumer motivation and concern factors for online shopping in Turkey. Asian Academy of Management Journal, 17(2), 1-19.
UNCTAD. (2021, August 12). The UNCTAD B2C E-commerce Index 2020 Spotlight on Latin America and the Caribbean. United Nations Conference on Trade and Development. https://unctad.org/system/files/official-document/tn_unctad_ict4d17_en.pdf
Wheaton, B., Muthen, B., Alwin, D. F., & Summers, G. F. (1977). Assessing Reliability and Stability in Panel Models. Sociological Methodology, 8, 84. https://doi.org/10.2307/270754
Wu, J.-H., & Wang, Y.-M. (2006). Measuring KMS success: A respecification of the DeLone and McLean's model. Information & Management, 43(6), 728-739. https://doi.org/10.1016/j.im.2006.05.002
Xiao, T. (2010). A cross-national investigation of an extended technology acceptance model in the online shopping context International. Journal of Retail & Distribution Management, 38(10), 742-759.
Zhao, X., Deng S., & Zhou Y. (2017). The impact of reference effects on online purchase intention of agricultural products. Internet Research, 27(2), 233-255.