Online citations, reference lists, and bibliographies.
← Back to Search

Applying The Technology Acceptance Model And Flow Theory To Online Consumer Behavior

M. Koufaris
Published 2002 · Psychology, Computer Science

Save to my Library
Download PDF
Analyze on Scholarcy
Share
In this study, we consider the online consumer as both a shopper and a computer user. We test constructs from information systems (Technology Acceptance Model), marketing (Consumer Behavior), and psychology (Flow and Environmental Psychology) in an integrated theoretical framework of online consumer behavior. Specifically, we examine how emotional and cognitive responses to visiting a Web-based store for the first time can influence online consumers' intention to return and their likelihood to make unplanned purchases. The instrumentation shows reasonably good measurement properties and the constructs are validated as a nomological network.A questionnaire-based empirical study is used to test this nomological network. Results confirm the double identity of the online consumer as a shopper and a computer user because both shopping enjoyment and perceived usefulness of the site strongly predict intention to return. Our results on unplanned purchases are not conclusive. We also test some individual and Web site factors that can affect the consumer's emotional and cognitive responses. Product involvement, Web skills, challenges, and use of value-added search mechanisms all have a significant impact on the Web consumer. The study provides a more rounded, albeit partial, view of the online consumer and is a significant steptowards a better understanding of consumer behavior on the Web. The validated metrics should be of use to researchers and practitioners alike.
This paper references
Non-Store Marketing: Fast Track or Slow?
J. Quelch (1981)
10.2307/2988416
A Casebook for a First Course in Statistics and Data Analysis.
U. Moorthy (1995)
10.1287/isre.9.2.126
The Multilevel and Multifaceted Character of Computer Self-Efficacy: Toward Clarification of the Construct and an Integrative Framework for Research
George M. Marakas (1998)
Test validation
L. J. Cronbach (1971)
10.1080/07421222.1995.11518058
InterShop: Enhancing the Vendor/Customer Dialectic in Electronic Shopping
James B. Baty (1995)
10.2307/2348155
Measurement, Design, and Analysis: An Integrated Approach
E. Pedhazur (1991)
10.1287/MNSC.43.12.1676
Reducing buyer search costs: implications for electronic marketplaces
J. Bakos (1997)
Elec - tronic markets and electronic hierarchies : Effects of information technology onmarket structure and corporate strategies
Thomas W. Malone (1987)
The Experience Of Flow In Computer-Mediated And In Face-To-Face Groups
Jawaid A. Ghani (1991)
Consumer behavior in the future.
J. Seth (1997)
10.1017/CBO9780511621956
Optimal experience: Psychological studies of flow in consciousness.
M. Csíkszentmihályi (1988)
10.1086/209105
The Buying Impulse
Dennis W. Rook (1987)
10.1016/S0148-2963(97)00061-1
Adding Value in the Information Age: Uses and Gratifications of Sites on the World Wide Web
John Eighmey (1998)
[Is there a future]?].
A. Agounke (1990)
e-Tailing: What Web customers really want
Tracy (1998)
10.1145/272287.272300
Web-based customer decision support systems
R. O'Keefe (1998)
10.1086/208994
Audience Involvement in Advertising: Four Levels
A. Greenwald (1984)
10.17705/1JAIS.00008
The Relative Importance of Perceived Ease of Use in IS Adoption: A Study of E-Commerce Adoption
D. Gefen (2000)
10.1111/j.1083-6101.1999.tb00336.x
The Impact of Perceived Channel Utilities, Shopping Orientations, and Demographics on the Consumer's Online Buying Behavior
Hairong Li (1999)
10.1287/isre.12.4.337.9706
Research Commentary: Transformational Issues in Researching IS and Net-Enabled Organizations
D. Straub (2001)
Quantifying the effect
L Gerald (1998)
10.1080/07421222.1999.11518247
Examining the Technology Acceptance Model Using Physician Acceptance of Telemedicine Technology
P. J. Hu (1999)
10.1037/H0092976
Generalized expectancies for internal versus external control of reinforcement.
J. B. Rotter (1966)
A Theoretical Analysis of Two Recent Measures of Involvement
B. Mittal (1989)
10.1111/J.1745-6606.1997.TB00395.X
The Nature and Social Uses of the Internet: A Qualitative Investigation.
I. Maignan (1997)
10.1037/0003-066X.37.2.122
Self-efficacy mechanism in human agency.
A. Bandura (1982)
10.1080/019722497129278
A New Marketing Paradigm for Electronic Commerce
Donna L. Hoffman (1997)
TheWorld Wide Web as an advertising medium: Toward an understanding of conversion efficiency
Berthon (1996)
10.1177/009365092019005001
Flow in Computer-Mediated Communication
L. Treviño (1992)
A Qualitative Investigation of Web-Browsing Behavior
N. Raman (1997)
Internet Retailing: The New Age of Retail
Rowen (1999)
10.1177/002224299706100303
Interactive Home Shopping: Consumer, Retailer, and Manufacturer Incentives to Participate in Electronic Marketplaces
J. Alba (1997)
Psychometric Theory, McGraw-Hill, New York
Nunnally (1967)
10.2307/2065853
Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research
M. Fishbein (1977)
The destiny of direct
Draft (1993)
10.1145/322796.322805
Predictors of online buying behavior
S. Bellman (1999)
Zero defections: quality comes to services.
F. Reichheld (1990)
10.1177/002224298504900107
Selected Socioeconomic and Demographic Characteristics Associated with Purchasing Involvement
M. Slama (1985)
10.1287/MNSC.35.8.982
User Acceptance of Computer Technology: A Comparison of Two Theoretical Models
Fred D. Davis (1989)
Is there a future for retailing on the Internet ?
R. A. Peterson
10.1086/208538
Promotion Signal: Proxy for a Price Cut?
J. Inman (1990)
10.1111/j.1083-6101.1995.tb00165.x
Commercial Scenarios for the Web: Opportunities and Challenges
Donna L. Hoffman (1995)
What makes users revisit a Web site ?
W Dennis (1997)
Advertising in interactive media: Some issues, some suggestions
John D. Leckenby (1995)
Play and intrinsic rewards.Humanistic Psych
Csikszentmihalyi (1975)
10.2307/1251841
Marketing in hypermedia computer-mediated environment: Conceptual foundations
D. Hoffman (1996)
Creation of favorable user perceptions
Venkateshviswanath (1999)
Modeling the Structure of the Flow Experience Among Web Users
T. Novak (2000)
10.1017/S0021849996960067
THE WORLD WIDE WEB AS AN ADVERTISING MEDIUM
P. Berthon (1996)
A Multivariate Analysis of Web Usage
P. Korgaonkar (1999)
The Dimensions of Advertising Involvement
A. Mitchell (1981)
Repeat customers are scarce for most sites
Anonymous. (1998)
A Revised Product Involvement Inventory: Improved Usability and Validity
E. McQuarrie (1992)
Causal Methods in Marketing
Bagozzi (1980)
10.1037/h0043158
The magical number seven plus or minus two: some limits on our capacity for processing information.
G. A. Miller (1956)
The depersonalization of retailing: Its impact on the “lonely” consumer
Forman (1991)
10.1016/0747-5632(93)90032-N
The Dimensionality and Correlates of Flow in Human-Computer Interactions.
Jane Webster (1993)
10.5040/9781501311246.ch-002
CONSUMER BEHAVIOR : A
J. Jacoby (1998)
10.1080/00223980.1994.9712742
Task Characteristics and the Experience of Optimal Flow in Human—Computer Interaction
J. Ghani (1994)
The impact of perceived channel utilities , shopping orientations , and demographics on the consumer ’ s online buying behavior
L. Gerald
10.1080/00913367.1943.10673460
The Death of Advertising
R. Rust (1994)
Consumer behavior and marketing action
H. Assael (1981)
10.1017/9781108608954.002
An introduction to motivation
J. Atkinson (1964)
10.1016/S0022-4359(98)90009-4
Impulse buying: Modeling its precursors
S. Beatty (1998)
Are Net shoppers loyal? The Forrester Rep
Morrisette (1999)
Suggestions For Manipulating and Measuring Involvement in Advertising Message Content
J. Andrews (1991)
10.1177/0092070397254005
Exploring the implications of the internet for consumer marketing
R. Peterson (1997)
10.1016/0749-5978(91)90020-T
The theory of planned behavior
I. Ajzen (1991)
10.1287/MNSC.42.1.85
Empirical evaluation of the revised technology acceptance model
Bernadette Szajna (1996)
10.1086/208520
Measuring the Involvement Construct
J. L. Zaichkowsky (1985)
An examination of the effects of cognitive interruptions on consumer online decision processes.Second
Xia (2000)
10.1007/978-0-387-35309-8_6
Process models in information systems
Thomas R. Shaw (1997)
10.2307/249688
Computer Self-Efficacy: Development of a Measure and Initial Test
Deborah Compeau (1995)
Study: Consumers want interactive TV
Clawson (1993)
Online vs . off - line consumer decisionmaking : The effect of the ability to physically touch merchandise
Nowlis (2000)
10.1016/0024-6301(95)91617-2
Do You Want to Keep Your Customers Forever
D. Peppers (1995)
An approach to environmental psychology
A. Mehrabian (1974)
Online vs
Nowlis (2000)
10.1080/10864415.1996.11518283
Consumer Reactions to Electronic Shopping on the World Wide Web
Sirrka L. Jarvenpaa (1996)
A Map of the Information Highway
A. Shell (1994)
10.1177/002224296202600212
The Significance of Impulse Buying Today
H. Stern (1962)
10.1287/isre.2.3.173
Predicting User Intentions: Comparing the Technology Acceptance Model with the Theory of Planned Behavior
Kieran Mathieson (1991)
10.2307/249008
Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology
Fred D. Davis (1989)
10.1145/353360.353371
On risk, convenience, and Internet shopping behavior
A. Bhatnagar (2000)
10.1145/278476.278491
Electronic shopping
G. Lohse (1998)
10.1145/214762.214766
Electronic markets and electronic hierarchies
T. Malone (1987)
What makes users revisit a Web site?Marketing News
Rice (1997)
As a favorite pastime, shopping ranks highwith most Americans
Morris (1987)
10.1177/0092070397254007
Do you see what I see? The future of virtual shopping
R. Burke (1997)
10.2307/249753
Creation of Favorable User Perceptions: Exploring the Role of Intrinsic Motivation
V. Venkatesh (1999)
Consumers catch auction fever
Dykema (1999)
10.1111/J.1540-5915.1996.TB00860.X
A Model of the Antecedents of Perceived Ease of Use: Development and Test†
V. Venkatesh (1996)
A theory of involvement in consumer behavior: Problems and issues
C. W. Park (1985)
Profiling user responses to commercial web sites
John Eighmey (1997)
10.1287/MKSC.19.1.22.15184
Measuring the Customer Experience in Online Environments: A Structural Modeling Approach
T. Novak (2000)
An examination of the effects of cognitive interruptions on consumer online decision processes
Judith Lynne (2000)
Elec - tronic markets and electronic hierarchies : Effects of information technology onmarket structure and corporate strategies
M. George (1998)
10.1145/274644.274675
Quantifying the effect of user interface design features on cyberstore traffic and sales
G. Lohse (1998)
10.1086/209287
Comparing Dynamic Consumer Choice in Real and Computer-simulated Environments
R. Burke (1992)
10.1086/209052
Consumer Search: An Extended Framework
P. Bloch (1986)
Retail attributes: Influence on shopping mode choice behavior.
Vicia L. Blakney (1994)
10.1287/MNSC.41.8.1328
Measuring System Usage: Implications for IS Theory Testing
D. Straub (1995)
Do you want to keep your customers forever? Harvard Bus
Pine (1995)



This paper is referenced by
10.5850/JKSCT.2008.32.5.834
The Effect of the Perceived Risk, Trust of Internet Shopping on the Perceived Usefulness, Attitude, and Purchase Intention of the Fashion Merchandise
Youn-kue Na (2008)
10.5539/IJBM.V4N2P31
Knowledge-Based Banking: the Bankers’Experience on OKS (Online Knowledge Sharing)
H. Ali (2009)
10.1007/S40547-017-0076-9
Everywhere and at All Times: Mobility, Consumer Decision-Making, and Choice
Nicholas H. Lurie (2018)
10.1002/CB.38
Predicting and explaining the propensity to bid in online auctions: a comparison of two action-theoretical models
M. Bosnjak (2006)
INITIAL PERCEPTIONS OF COMPANY TRUSTWORTHINESS ONLINE: A COMPREHENSIVE MODEL AND EMPIRICAL TEST
M. Koufaris (2002)
Experiencias óptimas de navegación y compra en línea: una aproximación al comportamiento del consumidor en la Red a través del concepto de flujo
Inmaculada Rodríguez Ardura (2006)
Adapting tam and ECT: continuance intention of e-shopping in Saudi Arabia
Talal Al-Maghrabi (2010)
Análisis de la intención de realizar comercio social en webs con herramientas sociales
S. Molinillo (2017)
10.1007/S10551-011-1100-X
To Share or Not to Share: Assessing Knowledge Sharing, Interemployee Helping, and Their Antecedents Among Online Knowledge Workers
C. Lin (2012)
eCommerce B2C Research in Context: Policy Capturing, Channel Choice and Customer Value
H. Bouwman (2003)
10.2991/ICEBESS-18.2019.9
Soft Modeling of Online Consumer Behavior on E-Business: Marketing Mix, Social Culture, Information Technology and Humanism as a Moderator
Irwan Christanto Edy (2019)
10.1002/mar.21338
Interactive music for multisensory e‐commerce: The moderating role of online consumer involvement in experiential value, cognitive value, and purchase intention
Angel Hwang (2020)
10.5539/IJMS.V10N1P11
How Is Flow Induced? From the Perspective of Online and Offline Channels
W. Tsao (2018)
10.7838/JSEBS.2015.20.1.217
The Effect of Anonymity on Virtual Team Performance in Online Communities
Un-Kon Lee (2015)
10.12940/JFB.2012.16.4.046
The effect of consumer characteristics and TTF on the acceptance of fashion mobile commerce
Youn-kue Na (2012)
2 Technology Socialness and Web Site Satisfaction Brief Running Title : Web Site
S. J. Barnes (2014)
PROCEEDINGS OF THE 45TH ANNUAL MEETING OF THE ASSOCIATION OF COLLEGIATE MARKETING EDUCATORS
Kishwar Joonas (2018)
10.1002/CB.1498
Customer's perceived value of waiting time for service events
Y. Lin (2015)
10.1080/10941665.2017.1345771
Key factors maximizing art museum visitors’ satisfaction, commitment, and post-purchase intentions
H. Han (2017)
10.1002/CB.1625
Flow within theatrical consumption: The relevance of authenticity
Bilge Aykol (2017)
10.1016/j.chb.2016.06.038
Exploring the relationship between information satisfaction and flow in the context of consumers' online search
Behcet Yalin Ozkara (2016)
Current trends and future directions in the practice of high-level data modeling: An empirical study
Uri Gal (2009)
ATT VÅGA SKICKA IN PENGARNA
E Magnus Johansson (2012)
Investigation Of Consumers Online Purchasing Behavior For Electronics Goods
Nausherwan Raunaque (2019)
Importance of Social Media in Online Marketing and Use of Eye-Tracking Methods in Online Shopping
Daria Rudkova (2015)
Comparative study of the effect of E-CRM and traditional marketing strategies on customer repurchase intention : a case of a Cosmetics Company
Antika Tulasueb (2012)
Model of Online Consumers ’ Impulse Purchasing Process and Continuance กรวินท์ เขมะพันธุ์มนัส
Korawin Kemapanmanas (2016)
MEDIACIÖN DE LA LEALTAD DE LOS ESTUDIANTES UNIVERSITARIOS DE POSTGRADO DE LA UCSG EN LOS SERVICIOS BANCARIOS ONLINE DEL ECUADOR
María de los Ángeles Chang Cevallos (2018)
The Influence Factors on Usage and Performance of Group Support System
Sora Kang (2008)
Understanding Negative Electronic Word-of-Mouth(eWOM): Social Ties and Key Determinants
S. Song (2011)
How Online Social Interactions Affect Consumers' impulse Purchase on Group Shopping Websites?
K. Z. Zhang (2014)
LECTRONIC C OMMERCE IN W EB 3 . 0 : T HE E VIDENCE FROM E MERGING E CONOMICS
X. Zhang (2011)
See more
Semantic Scholar Logo Some data provided by SemanticScholar