Consumer lifestyles and online shopping continuance intention.

N. Ahmad, A. Omar & T. Ramayah., 2010. Consumer lifestyles and online shopping continuance intention. Journal of Business strategies series. 11 (4), 227-243. Malaysia: Emerald Group Publishing Limited. This paper examines the factors which may affect a consumer’s intention to purchase in cyberspace.  It has become apparent how the term ‘Online Shopping’ cannot be defined in one particular way. Kim (2004) defines online shopping as examining, searching for, browsing for or looking at a product to get more information with the possible intention of purchasing on the internet. Alternatively, according to Chiu et al. (2009), online shopping can be considered as an exchange of time, effort and money for receiving products or services. Yet, from the consumer’s perspective it may be suggested that online shopping eliminates such traditional shopping inconveniences of standing at the check outs, battling crowds etc. This has been supported by Rowley (1996), who states that customers are able to compare the available products and their prices from a variety of different outlets through the internet, without spending a lot of time searching. These comparison shopping sites may save customers’ time and money because they can see which retailer has the best price without visiting many web sites. Jiang and Rosenbloom (2005) indicated that price perception when measured on a comparative basis has a direct and positive effect on customer overall satisfaction and intention to return. Applying this to Amazon’s wish list ‘tab’ whereby you can put any product from outlets across the internet into one wish list. This may mean  some consumers use it more than just a wish list, but as a convenient way to compare prices in order to get the best deal and then categorising the item, i.e. deleting those that are more expensive. Then to return to the sites that offer price satisfaction. Despite significant growth in online shopping, there is evidence to suggest that there are many consumers shopping with intent to buy at retail web sites but for some reason they do not complete the transaction. Cho (2004) indicates that although almost 95 percent of internet users visit online retail sites, most of them do so without the intention of actually making a transaction. This may mean there is a need to’ incentivize’ the continuance of the transaction. As Min (2007) illustrates, trust and shopping enjoyment are identified as two motives of behavioural intention towards continuous use of online shopping. The effect of shopping enjoyment is much lower than both trust and satisfaction. Perceived risk is identified to have a direct effect on the consumer’s satisfaction and its effect on satisfaction is greater than perceived usefulness. However, with this notion of ‘perceived usefulness’ in a wider context supports how people nowadays are living in an era of quite hectic and busy working lifestyles, and thus it has become very difficult for most people to go shopping outside their homes, making shopping online  a more useful tool to purchase commodities.  They may be ‘‘time starved’’ and constantly exploring ways to reduce the time taken to complete various tasks to manage their busy schedules (Vijayasarathy, 2004). Apparently, the time-deprived, multitasking orientations of heavy internet users have led to a profound change in shopping activities (Ahmad Et Al 2010).

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PROMOTIONAL CULTURES & COMMUNICATION CENTRE
PROMOTIONAL CULTURES & COMMUNICATION CENTRE
Faculty of Media & Communication, Bournemouth University