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Abstract
Purpose – To investigate web-shopping behaviour in Hong Kong: identification of the general
attitude towards web-shopping; relationships between past web-shopping experience, attitude
towards web-shopping, adoption decisions, search behaviour and web-shopping intentions; and
influences of promotional offers and product categories on web-shopping intentions.
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1. Introduction
The impact of the www on the retail sector has been much greater than that of any
other commercial sector, resulting in the creation of a new form of retail format –
electronic retailing (e-tailing). Since web-shopping behaviour does not necessarily
follow traditional consumer behaviour, e-tailers face new challenges, as existing
knowledge of consumer behaviour cannot be directly applied to the new web-based
shopping domain. The research literature and research workers tend to be exuberantly Industrial Management & Data
optimistic about future growth of web-shopping activities in the industrialized Systems
Vol. 105 No. 9, 2005
Western economies, see Pew Research Center (2001), Fetto (2002), Blue Earth pp. 1225-1244
Internet (2001) and Forrester Research (2001). Similar studies in developing q Emerald Group Publishing Limited
0263-5577
economies influenced by Asian culture-influenced are scarce, an exception being DOI 10.1108/02635570510633275
IMDS Michael et al. (2002) who predicted that growth in web buying and selling activities in
105,9 the Asia-Pacific region should continue for many years.
Comments and anecdotal evidence suggest that web-shopping activities in
Hong Kong are on the increase, with a resulting rapid growth in the e-tailing business.
The investigation of web-shopping behaviour in Hong Kong has therefore become a
timely topic for research. Some models for examining web-shopper behaviour such as
1226 technology acceptance models (TAM) (Davis et al., 1989) and online pre-purchase
intentions models (Shim et al., 2001) have appeared in the literature the past few years.
A significantly high proportion of the studies have been concerned to assess the
behaviour of consumers in the West (Siu and Cheng, 2000). Since consumer behaviour
can be culture-specific, marketing strategies need to be tailor-made to fit the specific
markets (Peter and Olson, 2002), and it is questionable whether the reported
findings in the West are directly applicable in a cross-cultural context. Hong Kong is
a Chinese community steeped in Chinese culture and factors influencing web-shopping
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behaviour among Westerners may not have the same effects on local
consumers. A search the literature results in only few studies of web-shopping
behaviour that are relevant to the Hong Kong market. Such studies focus on the
characteristics of Hong Kong web-shoppers such as their age, their income level and
their occupations.
This paper reports some initial steps in modelling web-shopper behaviour in Hong
Kong. An empirical model is used to explore local web-shopper behaviour using local
subject in the survey sample. The research framework partly incorporates Rogers’
(1995) innovation-decision model and related consumer behaviour theories.
The specific objectives of the research are:
.
to investigate the general attitudes towards web-shopping in Hong Kong;
.
to study the relationships between past web experience, past web-shopping
experience, formation of attitude towards web-shopping, adoption decision, the
use of the web for product information search, and the formation of
web-shopping intentions in Hong Kong; and
.
to understand the influence of promotional offers and product categories on the
strength of web-shopping intentions among Hong Kong web-shoppers.
Lange, 2002), the role of brand names, sensory search attributes and price
(Degeratu et al., 2000), and the relationship between involvement and atmosphere,
and shoppers’ affective and cognitive reactions (Eroglu et al., 2001). Some other
findings are unique to the web environment. For example, web site layout design and
information content are important in order to arouse initial consumers interest to
further explore a site (Huang, 2000; Menon and Kahn, 2002; Iyer et al., 2005); matching
channel characteristics and retail information display for consumer shopping
orientation is also an important factor (Mathwick et al., 2002); perceived usefulness and
ease of use (O’Cass and Fenech, 2002); pervious adoption, perceived risk, internet use,
and perceived financial benefits (Eastin, 2002) would affect web-shopping adoption;
the pivotal role of trust plays (Reynolds, 2000; So and Sculli, 2002; Shih et al., 2004); and
the influence and impact of security and privacy issues on web-purchase intentions
and decisions (Salisburym et al., 2000; Liao and Cheung, 2001).
3. Hypotheses to be tested
Shim et al. (2001) postulated the existence of the information search stage during the
process of web-shopping and the result supported that intentions to use the web to
search for information was not only the strongest predictor of web-purchase intention,
but also mediated the relationships between web-purchase intentions and other
predictors such as attitude towards web-shopping, perceived behavioural control and
past web-purchase experiences. We therefore propose to test:
H1. Positive attitude towards web-shopping would increase the likelihood of
using the web to search for information.
H2. The habit of searching for information on the web would positively affect
web-shopping intentions.
The roles of “adoption decision” or “interests to try” have been ignored in many studies
on web-shopping intentions. In this study, the relationship between adoption decision
and web-shopping intentions, by considering the decision of accepting and rejecting
web-shopping, will be examined. Rogers (1995, p. 171) developed a conceptual
framework to illustrate the innovation-decision process in which the antecedents and
consequences of adoption decisions have been explained. Adoption decision in the
theory is defined as “a decision to make full use of innovation as the best course of
action available”. According to the theory the adoption decision usually comes before
behavioural intentions and actual behaviour (Rogers, 1995; Warshaw and Bagozzi,
1990). Applied in the context of web-shopping, “decisions to adopt” or “interests to try”
web-shopping should also come before the actual intentions to perform web-shopping.
When support information is enough and a favourable or unfavourable attitude has
already been acquired, an adoption decision is made leading to a choice of adopting or
rejecting the innovation. Many factors could influence the decision of adopting a
technology (Verhoef and Langerak, 2001; Rogers, 1995). According to Rogers’ (1995)
model, favourable or unfavourable attitude directly leads to adoption decisions and
adoption decision would lead to implementation. We therefore propose to test:
H3. Attitude towards web-shopping will directly affect adoption of web-shopping. Purchase via the
H4. Adoption decisions directly influence web-shopping intentions. internet
The relationship between past experience and attitude has also been described in the
Rogers’ (1995) model. A person gains knowledge about an object which is then
processed cognitively in mind and is used as input to the persuasion stage, where a
favourable or unfavourable attitude towards the object is formed (Rogers, 1995). In the 1229
context of web-shopping, past research findings also suggest that past online purchase
experiences may have an impact on future web-shopping intentions (Shim et al., 2001).
Another way for knowledge acquisition is through education (Rogers, 1995; Mowen
and Minor, 1998; Schiffman et al., 2001). Dabholkar (1994) suggested that when an
individual is in unfamiliar situations or has less prior knowledge of the problems
encountered, behavioural choice is mostly based on an expectancy-value model.
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Figure 1.
Proposed model of
web-shopping
4.2 Pre-test and survey method Purchase via the
The questionnaire was pre-tested with a 20-person sample to ensure clarity, readability internet
and a logical arrangement of the questions. A web-based data collection system in the
form of a computerized self-administrated questionnaire (CSAQ) was utilized for data
collection (Ramos et al., 1998). The main advantages of this survey method over a
traditional questionnaire are improved data quality, response timeliness and cost
effective analyses (Clayton and Werking, 1998). An e-mail was sent to our target group, 1231
introducing the purpose of the survey, and inviting them to participate in the online
web survey. The SPSS 11.0 and AMOS 4.0 statistical software packages were used for
the data analysis and for the structural equation modelling, respectively.
which is totally under the volition of the respondents and in our sample PBC seems to
have no special significance. The EM was proposed by Fishbein (1963) and has been
widely employed for measuring attitude towards an object as well as attitude towards
behaviour or activities such as web-shopping (East, 1997). Ajzen (1988, p. 13) stated
that “the attitudes toward a behaviour is determined by the person’s evaluation of the
outcome associated with the behaviour and by the strength of these associations”. A
person can hold many different beliefs about an object (Ajzen and Fishbein, 1980), but
only those commonly held beliefs, called “salient beliefs”, are included in the model
(Ajzen and Fishbein, 1980; Peter and Olson, 2002; East, 1997). EM measures overall
attitude based on the salient beliefs about a behaviour by a weighted, ei, summation of
each of the salient beliefs,
!
X
n
bi ei bi :
i
A process called “beliefs elicitation” was performed to establish a set of salient beliefs
to measure attitude. We followed the guideline for the elicitation process suggested by
East (1997). The elicitation process resulted in a total of 14 salient beliefs, representing
various aspects of web-shopping, forming the construct of the questionnaire used to
measure attitude towards web-shopping. As East (1997, p. 111) has pointed out that
when an action is in consideration, “the salient beliefs largely concern the concomitants
and outcomes of the actions”. Our 14 items on salient beliefs were largely about the
perceived outcomes of web-shopping. Data collected was processed in accordance with
the expression of EM (Fishbein and Ajzen, 1975). The results of the agreement with
web-shopping beliefs and the strength of each belief are shown in Tables I and II, while
the distribution of total the attitude scores are shown in Figure 2.
Percentage of respondents
Not important Not No
at all important opinion Important Very important
.
attitude scores and web-shopping acceptance; and
.
web-shopping experience and attitude scores.
1233
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Figure 2.
Total scores of attitude
towards web-shopping
Figure 3.
Web-shopping experience
vs web-shopping
acceptance
Figure 4.
Web experience vs
web-shopping acceptance
IMDS
105,9
1234
Figure 5.
Attitude score vs
web-shopping acceptance
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Figure 6.
Attitude score vs
web-shopping experience
Principal components analysis (PCA) with varimax rotation was used to reduce the
number of items in the attitude construct, increasing the efficiency of SEM
(Tabachnick and Fidell, 1996). With a KMO (Kaiser, 1974, 1970) value of 0.673 and a
significant value for Bartlett’s test (Bartlett, 1954), the data was adequate for factor
analysis (Tabachnick and Fidell, 1996). The PCA results showed that the
dimensionality of the attitude construct was not supported and the 14 items were
combined on the basis of the given sub-dimensions into four factors. The first
factor, “Shopping Ease”, included five items related to time saving, choice availability,
shopping convenience, latest information availability and comparison shopping.
The last item was removed from the factor since its factor loading, 0.482, was below the
cut-off point 0.5. The second factor, “Safety”, was composed of three items which were
security and privacy of transaction and examination of product quality. The third
factor, “Store Offers”, consisted of three items: product guarantee, pre- and post-sales
service and low price which represented the offers provided by the web stores. The last
factor, named “At once” was about getting the products very soon after purchase. Only
“Shopping Ease” and “Store Offers” were selected for further analysis in the SEM due
their relatively high reliability (a . 0.7) and the proportion of variance (36 per cent)
extracted by the two factors.
To test the validity of the proposed model, six constructs were entered to the SEM
estimation including attitude towards web-shopping, adoption decision,
web-searching, web-shop intentions, past web-shopping experience and past web
experience. Maximum likelihood (ML) was selected as the method for estimation since
it performs reasonably well under different less-than-optimal analytic conditions such
as small sample size and excessive kurtosis (Hoyle and Panter, 1995; Olsson et al.,
2000). Multiple fit indexes should be used in reporting model fit, since different types of
indexes measure different aspects of model fit (Bollen and Long, 1993; Hoyle and
Panter, 1995). The x 2 statistic, x 2/df, GFI, AGFI, RMSEA, CFI and TLI were chosen to
assess model acceptance in this study.
4.8.1 Measurement model fit. Measurement model results, including the regression
weights, standard errors, construct reliability/corrected item-total correlations, are
shown in Table III. Factor loadings (named as “regression weight” in AMOS) of the
items in each constructs were statistically significant. The measurement model fitting
results revealed a x 2 of 34.63 (df ¼ 32; p ¼ 0.343), GFI of 0.973, AGFI of 0.943, TLI of
0.988, CFI of 0.993, RMSEA of 0.020 ( p ¼ 0.905) and x 2/df of 1.082. All parameter
IMDS
Constructs/indicators Regression weight SE Critical ratio Corrected item-total correlation
105,9
Web experience
Year of experience 1.000 – – 0.38
Reading news 1.2 0.284 4.252 0.37
Online services 2.477 0.498 4.917 0.43
1236 Attitude
Storeoff 1.000 – –
Guarantee 0.47
Price 0.39
Service 0.39 *
Shopease 1.746 0.823 2.123 0.72 *
Web-search – – – 0.73 *
Web-shopping intentions
Buy video 1.000 – – 0.57
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1237
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Figure 7.
Structural modeling
results – unstandardized
estimates
behaviour (Mowen and Minor, 1998). A consumer would be more likely to engage in
web-shopping activities again if s/he is satisfied with the web-shopping experience and
vice verse. Although we have taken into consideration the effect of past web-shopping
experience, the overall consumer satisfaction with past web-shopping experiences was
not considered. It seems that the direct path between past web-shopping experiences and
web-shopping intentions tends to ignore the role of web-shopping satisfaction and this
may be one of the reasons explaining the insignificance.
5.3.4 Overall model. The overall model describes the various stages that consumers
will experience before the formation of web-shopping intentions. The model would be
useful for marketers when attempting to intervene into consumer decisions and
behaviours, in order to encourage consumers to accept and participate in web-shopping
activities. According to our model, actively educating consumers will obviously
improve frequency of use, and the knowledge gained will in turn affect attitude
formation. Therefore, e-tailers should educate consumers with accurate knowledge of
web-shopping and teach them the mechanics of conducting web-shopping since
favourable/unfavourable attitude is very much determined by the customer’s state of
knowledge, and evaluating attributes towards web-shopping involves the application
of this knowledge. Since the mass media is an important information source, sincerity
in reporting news about web-shopping is an important, but possibly an uncontrollable
factor, and biased reporting will probably sway consumer attitude away from
web-shopping.
5.6 Epilogue
This study, like many any other studies, is limited by several factors that need to be
addressed in any further research. First, probability sampling methods could not be
used in our survey and had to be abandoned. The sample employed was composed of
technically educated undergraduates and graduates, which, although appropriate for
this study, may not be the population-wide representative and hence limits
generalizing to a higher level. Therefore, caution should be taken when trying to
interpret the results in a general context. Second, although PCA revealed a statistically
significant structure under the Attitude construct, the relationship between the latent
variable (attitude) and its observed variables (indicators) are not very strong. The Purchase via the
measures of attitude towards web-shopping need to be further improved by developing internet
more elaborate measures that allow for a richer coverage of different web-shopping
attributes. Third, the link between behavioural intentions and actual behaviour has not
been considered in current study. The discrepancies in these two constructs have been
addressed by Ajzen (1988) with the conclusion that it is not appropriate assert that
people who have intentions of web-shopping will actually take action to actually shop 1241
on the web. Further research would to include measures with regard to actual
web-shopping behaviour, something which could also prove interesting and possibly
fruitful. Finally, due to the limitation of the scope of this research, the number of
constructs selected for the study was rather limited. Further studies should identify
additional variables and include them in the model in order produce a better picture of
the processes leading to web-shopping intentions.
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