https://drive.google.com/file/d/0B8-l_lMvjXWjNkN1MkF1eVFxTjg/view?usp=sha
the-moderating-effects-of-perceived-use-and-perceived-risk-in-online-shopping-questionner
ABSTRACT
The purpose of this study is to empirically test the simultaneous effect of both hedonic and utilitarian motivation on search and purchase intentions along with the roles of the perceived ease of use and perceived risk as moderators. The analysis of the data (N=352) through structural equations modeling (SEM) in AMOS reveals that; i-) utilitarian and hedonic motivations have positive impact on purchase intention, ii-) although hedonic motivation has a positive influence on search intention, utilitarian motivation is not found to have any positive associations with search intention, iii-) perceived ease of use moderates the relationship between hedonic motivation and search intention but does not have any moderation role in the link between utilitarian motivation and search intention, and iv-) perceived risk has only a moderator role in the relationship between hedonic motivation and purchase intention. Finally, the theoretical and managerial implications of the study are discussed.
Keywords: Online shopping, utilitarian motivation, hedonic motivation, perceived ease of use, perceived risk.
INTRODUCTION
The willingness to purchase or explore products/offerings online, which depends on the shopping motivations of consumers (Bosnjak et al., 2007), is increasingly attracting the attention of researchers and practitioners in the e-commerce literature (Hausman and Siekpe, 2008). Whereas academic research attempts to assess the reason behind consumers‘ shopping motivations, involving hedonic (i.e. enjoyment, experience, and emotions within the shopping process), and utilitarian (i.e. mission/task-oriented, rational and benefit-based outcome within the shopping process) motivations (Hirschman and Holbrook, 1982), which are found to be important determinants of purchase intention in the marketing literature, few studies focus on both utilitarian and hedonic shopping motivations as simultaneous determinants of purchase and search intentions in the online context (To et al., 2007). This simultaneity gains importance in an emerging market condition, such as Turkey, where online shopping is recently being popular as the economic prosperity of well-educated but time starved consumers increase (Rohm and Swaminathan, 2004). For instance, Turkish consumers increasingly evolve more complex expectations regarding higher quality and higher taste offerings due to the increasing income, education and the person‘s modernity/living standards reflecting their openness to change and adapt to online shopping. Hence, we argue that Turkey constitutes a suitable case for the empirical examination of the consumers' tendency and the factors moderating both utilitarian and hedonic motivations' relationship with the search and purchase intentions. Also, while studies examining online purchase intention are ample in online shopping literature (Bosnjak et al., 2007; Hausman and Siekpe, 2008; Kim et al., 2008; Voss et al., 2003), the investigation of consumers‘ search intention, which has an important role in generating planned or impulsive purchasing, is an underestimated research area in the online context (To et al., 2007). Indeed, purchasing behavior is often measured by the purchase intention as a surrogate (Vijayasarathy, 2004), since consumer‘s behavioral intention to perform a behavior which is the immediate determinant of actual behavior (Kim et al., 2008). Particularly we discuss that search intention has a powerful impact in promoting purchase through emotional stimulation or the encountering of the shopping information required.
the-moderating-effects-of-perceived-use-and-perceived-risk-in-online-shopping-questionner
ABSTRACT
The purpose of this study is to empirically test the simultaneous effect of both hedonic and utilitarian motivation on search and purchase intentions along with the roles of the perceived ease of use and perceived risk as moderators. The analysis of the data (N=352) through structural equations modeling (SEM) in AMOS reveals that; i-) utilitarian and hedonic motivations have positive impact on purchase intention, ii-) although hedonic motivation has a positive influence on search intention, utilitarian motivation is not found to have any positive associations with search intention, iii-) perceived ease of use moderates the relationship between hedonic motivation and search intention but does not have any moderation role in the link between utilitarian motivation and search intention, and iv-) perceived risk has only a moderator role in the relationship between hedonic motivation and purchase intention. Finally, the theoretical and managerial implications of the study are discussed.
Keywords: Online shopping, utilitarian motivation, hedonic motivation, perceived ease of use, perceived risk.
INTRODUCTION
The willingness to purchase or explore products/offerings online, which depends on the shopping motivations of consumers (Bosnjak et al., 2007), is increasingly attracting the attention of researchers and practitioners in the e-commerce literature (Hausman and Siekpe, 2008). Whereas academic research attempts to assess the reason behind consumers‘ shopping motivations, involving hedonic (i.e. enjoyment, experience, and emotions within the shopping process), and utilitarian (i.e. mission/task-oriented, rational and benefit-based outcome within the shopping process) motivations (Hirschman and Holbrook, 1982), which are found to be important determinants of purchase intention in the marketing literature, few studies focus on both utilitarian and hedonic shopping motivations as simultaneous determinants of purchase and search intentions in the online context (To et al., 2007). This simultaneity gains importance in an emerging market condition, such as Turkey, where online shopping is recently being popular as the economic prosperity of well-educated but time starved consumers increase (Rohm and Swaminathan, 2004). For instance, Turkish consumers increasingly evolve more complex expectations regarding higher quality and higher taste offerings due to the increasing income, education and the person‘s modernity/living standards reflecting their openness to change and adapt to online shopping. Hence, we argue that Turkey constitutes a suitable case for the empirical examination of the consumers' tendency and the factors moderating both utilitarian and hedonic motivations' relationship with the search and purchase intentions. Also, while studies examining online purchase intention are ample in online shopping literature (Bosnjak et al., 2007; Hausman and Siekpe, 2008; Kim et al., 2008; Voss et al., 2003), the investigation of consumers‘ search intention, which has an important role in generating planned or impulsive purchasing, is an underestimated research area in the online context (To et al., 2007). Indeed, purchasing behavior is often measured by the purchase intention as a surrogate (Vijayasarathy, 2004), since consumer‘s behavioral intention to perform a behavior which is the immediate determinant of actual behavior (Kim et al., 2008). Particularly we discuss that search intention has a powerful impact in promoting purchase through emotional stimulation or the encountering of the shopping information required.
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