- Email: [email protected]
Factors Affecting Repurchase Intention to Shop at the Same Website
Available online at www.sciencedirect.com
ScienceDirect Procedia - Social and Behavioral Sciences 99 (2013) 536 – 544
9th International Strategic Management Conference
Factors Affecting Repurchase Intention to Shop at the Same Website Selim Arena
*
,
a,b,c,d
c
d
,
,
Gebze Institute of Technology, Kocaeli, 41400, Turkey
Abstract
I novelties. Online shopping comes one of the recent innovations in economic system. Nowadays, there happens to be a high increase in the number of researches about online shopping which deeply affects the social and economic lives. It has become popular to identify factors which facilitate online shopping and repurchases on internet. Perceived ease of use, perceived usefulness, trust and enjoyment have been noted to have an impact on online shopping and revisits to e-shops. The most outstanding antecedent of online shopping is behavioral intention. repurchase intentions, and perceived ease of use, perceived usefulness, trust and enjoyment. The research has been carried out through a paper and online survey on 300 students who have e-shopped before. Depending on the research results, positive relationships have been observed between above-mentioned variables and repurchase intention while a mediation effect of enjoyment has been detected between them, which all confirm the research hypotheses. 2013The Published by Elsevier Ltd. Ltd. Selection and/or peer-review under responsibility of © 2013 Authors. Published by Elsevier Selection and peer-review under responsibilityConference of the International Strategic Management Conference. International Strategic Management
the 9th
Keywords: Online shopping; behavioral intention; TAM
1. Introduction 1990s witnessed an increasing number of remote sales methods among which internet has come out as the most influential and fast growing method. Having been developed by scientists in the USA in the *
Corresponding author. Tel.: +90-262-605-1577; fax: +90-262-653-8494. E-mail address: [email protected].
1877-0428 © 2013 The Authors. Published by Elsevier Ltd. Selection and peer-review under responsibility of the International Strategic Management Conference. doi:10.1016/j.sbspro.2013.10.523
537
Selim Aren et al. / Procedia - Social and Behavioral Sciences 99 (2013) 536 – 544
1960s, internet has penetrated available device. Internet World Statistics announced the number of internet users to be 34% of total from 2000 to 2012. Having been launched by a project in Turkey, it reached a peak in the millenniums. Of the houses in Turkey, 48% has internet connection according to a report released in April 2012 by Turkish Statistical Institute. The number of internet users is expected to reach 44 million in 2013 (Capital, 2011). Online commerce is a kind of commerce where products or services are produced, distributed, presented, bought and paid f perspective of online commerce, online shopping is a novelty which has been brought along with internet. Despite short history of online shopping, the number of e-shoppers is expected to be 9 million in 2013 (Capital, 2011). As its huge and fast growth results in a need to define and explain online shopping, it grabs attention of e-vendors and researchers. That both online shopping and generally marketing becomes consumer-centered with a long-term relational perspective has brought online shopping behaviors to the forefront among other research matters. Online shops have nowadays become more and varied due to differences between brick-and-mortar and click-and-mortar stores. There are various reasons which lead consumers to shop online. As time gains more and more importance as a result of busy working and social life, online shops let consumers save time while fulfilling their fundamental needs, cover a variety of products and services in a short time, and avoid traditional shopping costs. On the other hand, to establish an identity over the internet is inevitable for companies. Consequently, an understanding of consumer behaviors is a necessity for the ones that wants to establish long-term relations with their consumers. They can develop appropriate thoughts. focusing on factors that affect their behavioral intention to repurchase at the same e-shop. 2. Development of Hypotheses 2.1. Antecedents of Enjoyment Consumers have two motivations driving them to shop online: intrinsic and extrinsic motivation. Extrinsic motivation is a reaction to things independent from situation. For instance, reactions demands are extrinsically motivated. On the other hand, intrinsic motivations drive actions demonstrated for the action itself. For example, an interesting and satisfying act refers to intrinsic motivation (Kim et al., 2011). Hu and Tsai (2009) listed extrinsic dimensions as subjective norm, image, perceived ease-ofuse, perceived usefulness and perceived risk while categorizing enjoyment, concentration and curiosity as intrinsic dimensions. Similarly, several studies defined usefulness and ease-of-use as extrinsic, and expected enjoyment as intrinsic motivation (Davis, 1985; Kim et al., 2011; Wu and Liu, 2007; Teo et al., 1999). Having focused on extrinsic aspect of working life, Technology Acceptance Model was further developed by adding expected enjoyment as an intrinsic motivation. The relations among both motivations have been investigated by Davis et al. (1992) who showed a positive effect of perceived easeof-use on enjoyment. This causal relation depends on motivational models (Davis et al., 1992; Deci, 1975). According to Teo et al. (1999), systems difficult to use are less possible to be perceived as enjoyable. This would result in a decrease in repurchase intention to shop at the same store. As a technological application becomes easier, the perceived enjoyment will increase (Kim and Forsythe,
538
Selim Aren et al. / Procedia - Social and Behavioral Sciences 99 (2013) 536 – 544
2009). As ease of an online shop protects consumers from psychological tension, consumers will enjoy shopping experience (Jayawardhena and Wright, 2009). Venkatesh and Davis (2000), and Hsu and Lu (2004) concluded positive effect of perceived ease-of-use on enjoyment. Therefore, we propose the following hypothesis: H1: The perceived ease-of-use has a positive effect on enjoyment. Another probable causal relation between TAM variables is between enjoyment and usefulness. The usefulness perceived during music download from a website influences perceived enjoyment because people download music in order to relax, become happy and have fun. Consequently, consumers enjoy buying services from a website as much as it fulfills their needs (Bounagui and Nel, 2009). Nel et al. (2009) found a positive impact of perceived usefulness upon enjoyment felt during online music shopping, which was also reported by Al-maghrabi et al. (2011) in online shopping context. Accordingly, we conclude below proposition: H2: The perceived usefulness has a positive effect on enjoyment. Although there is hardly a study that has addressed a direct relation between trust and enjoyment, Sun (2010) investigated bidding websites like Gittigidiyor.com where sellers are consumers at the same time, and showed a significant effect of trust on enjoyment felt by consumers who would sell products or services while concerns about misuse of their personal information and about any other possible risks, it will enhance their enjoyment. According to Zhou nce affects sensational experience or, in other words, enjoyment in behavior itself. Here we propose: H3: Trust has a positive effect on enjoyment. 2.2. Antecedents of Repurchasing Intention ory of Reasoned Action. Therefore, the level of how consumers express their intention to buy from a certain store is a reasonable and volitional indicator of their shopping behavior (Jarvenpaa et al., 2000). In accordance with Theory of Reasoned Action, Aj behavioral intention is preferred in this study as it is the most important indicator of behavior. That Suki et al. (2008) claimed an impact of perceived ease-of-use and perceived usefulness on buying behavior points to this effect is also observed on behavioral intention, too. to deliberately accept, use in other words, a new technology -of-use and perceived usefulness of this technology. Perceived ease of use is the degree of believing that using a particular system or, in other words, shopping online would be effortless; perceived usefulness is the degree of believing that using a particular system would enhance his or her job performance or, in other words, shopping. The easier a system is to use, the higher the possibility is to be accepted by users (Davis, 1989). Gefen et al. (2003) have concluded that a website will receive more visits as it becomes more useful and practical. The less effort a technology requires, the more tendency and intention consumers will feel to use it. According to Li et al. (2005) usefulness perception is positively related to behavioral of perceived ease-of-use and perceived usefulness on purchase intention. Similarly, this positive impact has been confirmed by other researchers (Davis, 1989; Castaneda et al., 2007
539
Selim Aren et al. / Procedia - Social and Behavioral Sciences 99 (2013) 536 – 544
Shopping intention will rise if consumers develop a perception of easy usage and an online store ng intention (Shang et al., 2005). Users with a high level of perceived usefulness will demonstrate buying intention (Monsuwe et al., 2004). Tong (2010) observed that perceived usefulness would affect cons . Moreover, perceived ease-of-use and perceived usefulness have a positive effect on repetition of shopping behavior (Chen, 2012). Accordingly, we propose the first hypotheses as follows: H4: The perceived ease-of-use has a positive effect on repurchase intention at the same e-shop. H5: The perceived usefulness has a positive effect on repurchase intention at the same e-shop. 2.3. Trust -commerce transactions, consumers follow some cognitive paths in order to minimize them. Trust is an effective shortcut in this context (GrabnerKraeuter, 2002). It is a significant factor affecting shopping intention (Lim et al., 2009; Dennis et al. 2010). It is essential not only in traditional shopping environment (Bloemer and Odekerken-Schroder, 2002), but also in online shopping context (Jarvenpaa et al., 2000). Trust plays a determining role in
Considering o -shopping context (Lee and Turban, 2001). According to Theory of Planned Behavior, consumers may be more eager to shop at an internet store which they perceive as being less risky. On the contrary, they may not want to buy from a more risky store (Jarvenpaa et al., 2000). As an increase in trust decreases risk perception, it 2011). Therefore, we propose a positive relationship between trust and repurchase intention: H: Trust has a positive effect on repurchase intention at the same e-shop H1
Perceived Ease-of-Use
Enjoyment
H2 H3
Perceived Usefulness
H4 H5
Trust
H6 Fig 1. Theoretical Model
Repurchase Intention
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Selim Aren et al. / Procedia - Social and Behavioral Sciences 99 (2013) 536 – 544
3. Methodology 3.1. Research Goal This study aims to identify relations among perceived ease-of-use, perceived usefulness, trust and enjoyment as well as their impacts on repurchasing intention. 3.2. Sample and Data Collection A field survey was carried out on under- or post-graduate students of Business Administration at universities in Istanbul and Kocaeli. Data was collected through printed and online questionnaires. Approximately 900 students are contacted although 300 of them participated in the survey. Data out of these respondents was applied factor and regression analyses by SPSS analytic software. 3.3. Analyses and Results To measure perceived ease-of-use and enjoyment, 7 items for each are used and adopted from Davis (1 1985) items of 6 are used for perceived usefulness. Trust scale is adopted from Ha and Stoel (2009), Green (2005), Anderson and Srinivasan (2003) which includes 7 items. Intention scale is adopted from Ha et al. (2010), Green (2005), Jayawardhena and Wright (2009), and Harris and Goode (2010) which is composed of 5 items. However, 6 items (out of perceived ease-of-use and perceived usefulness) are deleted as they showed a weak loading or loaded on two different factors. Overall, 26 items using 5 likert-type scale are applied to measure the relations proposed in this study. As Alphas for each construct exceeds 0,70, which represents the reliability of scales. In Table 2 are presented the remaining items with their factor loadings..
Constructs Perceived Ease-of-Use (EOU) Perceived Usefulness (U) Trust (T) Enjoyment (ENJ) Repurchase Intention (INT)
Number of Items 4 3 7
Alpha 0,881 0,820
7 5
0,925 0,909
0,941
from the following Sources: Davis (1985), Childers et al. (2001) Davis (1985) Ha and Stoel (2009), Green (2005), Anderson and Srinivasan (2003) Davis (1985), Childers et al. (2001) Ha et al. (2010), Green (2005), Jayawardhena and Wright (2009), and Harris and Goode (2010)
Table 3 shows that all variables are significantly correlated to each other. Especially the two dependent variable of the model, i.e. enjoyment and repurchase intention are found correlated to each other. As for the hypothesized relations, regression analyses are conducted.
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Table 2. Exploratory Factor Analysis Results
I find this website easy to use. I like the ease-of-use of this website Shopping at this website is clear and understandable. T his website would be useful in buying what I want. Shopping at this website makes my life easier. This website enables me accomplish shopping more quickly. I would find using this website to be enjoyable. Shopping at this website would be pleasant. Shopping at this website would be fun for its own sake. Shopping at this website would make me feel good. Shopping at this website would involve me in the shopping process. Shopping at this website would be exciting. Shopping at this website would be interesting. I consider this website as my first choice. I would like to visit this website again in the future. Given the chance, I intend to use this website. I will repurchase other products/services at this website. Given the chance, I predict that I should use this website in the future. I feel like my privacy is protected at this website. I feel safe in my transactions with this website. This website can be counted on to successfully complete the transaction. I feel I can trust this website. This website has adequate security features. This website is reliable for online shopping. This website is one that keeps promises and commitments.
Perceived Usefulness
Perceived Ease-of-Use
Repurchase Intention
Enjoyment
Trust
Factors
,750 ,774 ,798 ,594 ,657 ,776 ,762 ,610 ,704 ,827 ,778 ,798 ,854 ,777 ,509 ,738 ,756 ,729 ,732 ,750 ,801 ,761 ,791 ,840 ,856 ,661
Table 4 shows the effects of independent variables on enjoyment. Perceived Ease-of-Use, Perceived Usefulness and Trust are found to be significant drivers of Enjoyment, as hypothesized. Similarly, Table 5 depicts the effects of independent variables on Repurchase Intention. Perceived Easeof-Use, Perceived Usefulness and Trust are found to be significant drivers of Repurchase Intention, again as hypothesized.
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Selim Aren et al. / Procedia - Social and Behavioral Sciences 99 (2013) 536 – 544
Table 3. Descriptive Statistics and Correlations Variables
Std.
EOU
U
T
N
Mean
EOU
299
4.05
.728
U
299
3.79
.818
.572**
T
299
3.76
.777
.565**
.487**
ENJ
299
3.46
.909
.481**
.500**
.428**
.699** .629** 299 3.95 .804 **Correlation is significant at the 0.01 level (2-tailed)
.626**
INT
Deviation
ENJ
.508**
Table 4: Antecedents of Enjoyment Model 2 Independent Variables (Constant) EOU U T
Dependent Variable: Enjoyment Standardized Beta Coefficients
t
Sig.
Acceptance of Hypotheses
.222 .296 .159
1.491 3.480 4.907 2.652 F: 26.501
.137 .001 .000 .008 .000
H1: Accepted H2: Accepted H3: Accepted
.316
Table 5: Antecedents of Repurchase Intention Model 1 Independent Variables (Constant) EOU U T
Standardized Beta Coefficients .388 .274 .273 .611
Dependent Variable: Repurchase Intention Acceptance of t Sig. Hypotheses .719 .473 8.073 .000 H4: Accepted 6.027 .000 H5: Accepted 6.053 .000 H6: Accepted F: 156.873 .000
4. Conclusion Modern marketing approach which is based on long-term relationships with consumers is dominant around the world. Marketing has been transferred to a new stage together with fast development of internet which is the new meeting point for buyers and sellers within electronic commerce. Companies including traditional brick and mortars establish online identities. The success of the identities is essential for competitive advantage. The path to success runs trough consumers. It is a necessity for companies to understand their target group and to develop right positioning strategies to be remembered by them. Although the first step is basically products and services themselves, defining the reasons in consumer behaviors is effective in a better understanding of consumers. Among these reasons
Selim Aren et al. / Procedia - Social and Behavioral Sciences 99 (2013) 536 – 544
are important the technical characteristics and service rendered by a website. Despite an increase in tic life is also a fundamental factor to shop over the internet. Online stores stands different that have a user-friendly, useful and attractive identity with low risk and high trust. Firstly, in this study is developed a theoretical model upon the related literature review on online shop at the same website and the relations among them depending on the analyses. The results show that characteristics of an online store and what consumers feel and perceive cannot be ignored apart from social and economic reasons that lead people to shop online. These factors take consumers first to behavioral intention and then to the behavior itself. It is a requirement to develop marketing strategies by considering these factors in electronic commerce with an intense competition and innovational applications. References Al-maghrabi, T., Dennis, C., & Halliday, S.V. (2011) "Antecedents of continuance intentions towards e-shopping: the case of Saudi Arabia", Journal of Enterprise Information Management, 24, 1, 85 111. Psychology and Anderson, R. E., & Srinivasan, S. C., (2003), E-Satisfaction and E-Loyalty: A Contingency Marketing, 20 (2), 123-38. Bloemer, J.M.M., & Odekerken-Schroder, G., (2002), Store Satisfaction and Store Loyalty Explained By Customer- and StoreRelated Factors Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behaviour, 15, 68-80. Bounagui, M., & Journal of the Southern African Institute for Management Scientists, 18, 1, 15 26. & Online Information Review, 31, 420-39. Journal Of Organizational Computing And Electronic Commerce, 22:1, 38-63. Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001), Journal of Retailing, 77, 511-535. International Journal Of Retail & Distribution Management, 39, 6, 390-413. & Journal Of Electronic Commerce Research, 12, 2.
-Shopping By Consumers In -User Information Systems: Theory and
Results , PhD Dissertation, Massachusetts University of Technology. MIS Quarterly, 13, 3; ABI/INFORM Global, 319. , Davis, F. D., Bagozzi, R. P., & Journal of Applied Social Psychology, 22, 14, 1111-1132. Deci, E.L., (1975), Intrinsic motivation New York: Plenum. Dennis, A. C., Jayawardhena, B. C., & The International Review Of Retail, Distribution And Consumer Research, 20, 4, 411 430. Gefen, D., Karahanna, E., & Straub, D. W. (20 MIS Quarterly, 27, 1; ABI/INFORM Complete pg. 51. GrabnerJournal of Business Ethics, 39: 43-50. PhD, Department Of Management, Southern Illinois University. Ha, H.Y., Janda, S., & Muthaly, S.K. (2010), "A new understanding of satisfaction model in e-re-purchase situation European Journal of Marketing, 44(7/8):997-1016.
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Ha, S., Stoel, L. (2009), Consumer e-shopping acceptance: Antecedents Journal of Business Research, 62(5), 565-571. Harris, L.C., & Goode, M.M.H. (2010), "Online servicescapes, trust, and purchase intentions", Journal of Services Marketing, 24, 3, 230 243. Hsu, C., & Information & Management, 41(7), 835-868. http://www.capital.com.tr/kullanici-bilinci-arttikca-eticaret-hacmi-de-artiyor-haberler/23504.aspx, Capital Online / 01 September 2011, (Access Date: 4-5 November 2012). Hu, A.W.L., & Tsai, W.M.H. (2009), "An empirical study of an enjoyment-based response hierarchy model of watching MDTV on the move", Journal of Consumer Marketing, 26, 2, 66 77. Jarvenpaa, S. L., Tractinsky, N., & Management, 1, 45-45. Jayawardhena, C., & Wright, L. European Journal Of Marketing, Vol. 43 No. 9/10, 1171-1187. Kim, M.J., Chung, N., & Lee, C. K. (2011), The effect of perceived trust on electronic commerce: Shopping online for tourism produ Tourism Management, 32, 256 265. Kim, J., & European Journal Of Marketing, Vol. 43, No. 9/10, 1101-1120. Klopping, I. M., & Mckinney, E. (2004), Extending The Technology Acceptance Model And The Task-Technology Fit Model , Information Technology, Learning, And Performance Journal, 22, 1, 35. Lee, M., & International Journal of Electronic Commerce, 6, 75-91. Li, D., Chau, P. Y. K., & Lou, H. (2005), "Understanding individual adoption of instant messaging: An empirical investigation", Journal of the Association for Information Systems, (6) 4, 102-129. Lim, H., Widdows, R., & Hooker, N. H. (2009), Web content analysis of e-grocery r International Journal of Retail & Distribution Management, 37(10), 839-851. Monsuwe, T. P., Benedict G. C. D., & Journal of Service Management, 15, 1, 102. Nel, J., Bounagui, M., & Raubenheimer, J. Academy of Marketing Conference: putting marketing in its place, Leeds, UK. Shang, R., Chen, Y., & Shen Information & Management, 42, 3, 401 413. Suki, N. M., Ramayah, T., & net Shopping Acceptance: Examining The Influence Of Intrinsic Versus Direct Marketing: An International Journal, 2, 2, 97-110. Sun, H. (2010), Journal of the Association for Information Systems, 11 (4), 182-211. Teo, T., Lim, V., & Lai, R. (1999) "Intrinsic and Extrinsic motivation in Internet Usage", Omega, 27, 25-37. -National Investigation Of An Extended Technology Acceptance Model In The Online Shopping International Journal Of Retail & Distribution Management, 38, 10, 742-759. Venkatesh, V., & Management Science, 46, 2; ABI/INFORM Complete, 186. Wu, J., & Liu, D. (200 Of Electronic Commerce Research, 8, 2, 128-140. Zhou, T. (2011), "An empirical examination of initial trust in mobile banking", Internet Research, 21, 5, 527 540.
ScienceDirect Procedia - Social and Behavioral Sciences 99 (2013) 536 – 544
9th International Strategic Management Conference
Factors Affecting Repurchase Intention to Shop at the Same Website Selim Arena
*
,
a,b,c,d
c
d
,
,
Gebze Institute of Technology, Kocaeli, 41400, Turkey
Abstract
I novelties. Online shopping comes one of the recent innovations in economic system. Nowadays, there happens to be a high increase in the number of researches about online shopping which deeply affects the social and economic lives. It has become popular to identify factors which facilitate online shopping and repurchases on internet. Perceived ease of use, perceived usefulness, trust and enjoyment have been noted to have an impact on online shopping and revisits to e-shops. The most outstanding antecedent of online shopping is behavioral intention. repurchase intentions, and perceived ease of use, perceived usefulness, trust and enjoyment. The research has been carried out through a paper and online survey on 300 students who have e-shopped before. Depending on the research results, positive relationships have been observed between above-mentioned variables and repurchase intention while a mediation effect of enjoyment has been detected between them, which all confirm the research hypotheses. 2013The Published by Elsevier Ltd. Ltd. Selection and/or peer-review under responsibility of © 2013 Authors. Published by Elsevier Selection and peer-review under responsibilityConference of the International Strategic Management Conference. International Strategic Management
the 9th
Keywords: Online shopping; behavioral intention; TAM
1. Introduction 1990s witnessed an increasing number of remote sales methods among which internet has come out as the most influential and fast growing method. Having been developed by scientists in the USA in the *
Corresponding author. Tel.: +90-262-605-1577; fax: +90-262-653-8494. E-mail address: [email protected].
1877-0428 © 2013 The Authors. Published by Elsevier Ltd. Selection and peer-review under responsibility of the International Strategic Management Conference. doi:10.1016/j.sbspro.2013.10.523
537
Selim Aren et al. / Procedia - Social and Behavioral Sciences 99 (2013) 536 – 544
1960s, internet has penetrated available device. Internet World Statistics announced the number of internet users to be 34% of total from 2000 to 2012. Having been launched by a project in Turkey, it reached a peak in the millenniums. Of the houses in Turkey, 48% has internet connection according to a report released in April 2012 by Turkish Statistical Institute. The number of internet users is expected to reach 44 million in 2013 (Capital, 2011). Online commerce is a kind of commerce where products or services are produced, distributed, presented, bought and paid f perspective of online commerce, online shopping is a novelty which has been brought along with internet. Despite short history of online shopping, the number of e-shoppers is expected to be 9 million in 2013 (Capital, 2011). As its huge and fast growth results in a need to define and explain online shopping, it grabs attention of e-vendors and researchers. That both online shopping and generally marketing becomes consumer-centered with a long-term relational perspective has brought online shopping behaviors to the forefront among other research matters. Online shops have nowadays become more and varied due to differences between brick-and-mortar and click-and-mortar stores. There are various reasons which lead consumers to shop online. As time gains more and more importance as a result of busy working and social life, online shops let consumers save time while fulfilling their fundamental needs, cover a variety of products and services in a short time, and avoid traditional shopping costs. On the other hand, to establish an identity over the internet is inevitable for companies. Consequently, an understanding of consumer behaviors is a necessity for the ones that wants to establish long-term relations with their consumers. They can develop appropriate thoughts. focusing on factors that affect their behavioral intention to repurchase at the same e-shop. 2. Development of Hypotheses 2.1. Antecedents of Enjoyment Consumers have two motivations driving them to shop online: intrinsic and extrinsic motivation. Extrinsic motivation is a reaction to things independent from situation. For instance, reactions demands are extrinsically motivated. On the other hand, intrinsic motivations drive actions demonstrated for the action itself. For example, an interesting and satisfying act refers to intrinsic motivation (Kim et al., 2011). Hu and Tsai (2009) listed extrinsic dimensions as subjective norm, image, perceived ease-ofuse, perceived usefulness and perceived risk while categorizing enjoyment, concentration and curiosity as intrinsic dimensions. Similarly, several studies defined usefulness and ease-of-use as extrinsic, and expected enjoyment as intrinsic motivation (Davis, 1985; Kim et al., 2011; Wu and Liu, 2007; Teo et al., 1999). Having focused on extrinsic aspect of working life, Technology Acceptance Model was further developed by adding expected enjoyment as an intrinsic motivation. The relations among both motivations have been investigated by Davis et al. (1992) who showed a positive effect of perceived easeof-use on enjoyment. This causal relation depends on motivational models (Davis et al., 1992; Deci, 1975). According to Teo et al. (1999), systems difficult to use are less possible to be perceived as enjoyable. This would result in a decrease in repurchase intention to shop at the same store. As a technological application becomes easier, the perceived enjoyment will increase (Kim and Forsythe,
538
Selim Aren et al. / Procedia - Social and Behavioral Sciences 99 (2013) 536 – 544
2009). As ease of an online shop protects consumers from psychological tension, consumers will enjoy shopping experience (Jayawardhena and Wright, 2009). Venkatesh and Davis (2000), and Hsu and Lu (2004) concluded positive effect of perceived ease-of-use on enjoyment. Therefore, we propose the following hypothesis: H1: The perceived ease-of-use has a positive effect on enjoyment. Another probable causal relation between TAM variables is between enjoyment and usefulness. The usefulness perceived during music download from a website influences perceived enjoyment because people download music in order to relax, become happy and have fun. Consequently, consumers enjoy buying services from a website as much as it fulfills their needs (Bounagui and Nel, 2009). Nel et al. (2009) found a positive impact of perceived usefulness upon enjoyment felt during online music shopping, which was also reported by Al-maghrabi et al. (2011) in online shopping context. Accordingly, we conclude below proposition: H2: The perceived usefulness has a positive effect on enjoyment. Although there is hardly a study that has addressed a direct relation between trust and enjoyment, Sun (2010) investigated bidding websites like Gittigidiyor.com where sellers are consumers at the same time, and showed a significant effect of trust on enjoyment felt by consumers who would sell products or services while concerns about misuse of their personal information and about any other possible risks, it will enhance their enjoyment. According to Zhou nce affects sensational experience or, in other words, enjoyment in behavior itself. Here we propose: H3: Trust has a positive effect on enjoyment. 2.2. Antecedents of Repurchasing Intention ory of Reasoned Action. Therefore, the level of how consumers express their intention to buy from a certain store is a reasonable and volitional indicator of their shopping behavior (Jarvenpaa et al., 2000). In accordance with Theory of Reasoned Action, Aj behavioral intention is preferred in this study as it is the most important indicator of behavior. That Suki et al. (2008) claimed an impact of perceived ease-of-use and perceived usefulness on buying behavior points to this effect is also observed on behavioral intention, too. to deliberately accept, use in other words, a new technology -of-use and perceived usefulness of this technology. Perceived ease of use is the degree of believing that using a particular system or, in other words, shopping online would be effortless; perceived usefulness is the degree of believing that using a particular system would enhance his or her job performance or, in other words, shopping. The easier a system is to use, the higher the possibility is to be accepted by users (Davis, 1989). Gefen et al. (2003) have concluded that a website will receive more visits as it becomes more useful and practical. The less effort a technology requires, the more tendency and intention consumers will feel to use it. According to Li et al. (2005) usefulness perception is positively related to behavioral of perceived ease-of-use and perceived usefulness on purchase intention. Similarly, this positive impact has been confirmed by other researchers (Davis, 1989; Castaneda et al., 2007
539
Selim Aren et al. / Procedia - Social and Behavioral Sciences 99 (2013) 536 – 544
Shopping intention will rise if consumers develop a perception of easy usage and an online store ng intention (Shang et al., 2005). Users with a high level of perceived usefulness will demonstrate buying intention (Monsuwe et al., 2004). Tong (2010) observed that perceived usefulness would affect cons . Moreover, perceived ease-of-use and perceived usefulness have a positive effect on repetition of shopping behavior (Chen, 2012). Accordingly, we propose the first hypotheses as follows: H4: The perceived ease-of-use has a positive effect on repurchase intention at the same e-shop. H5: The perceived usefulness has a positive effect on repurchase intention at the same e-shop. 2.3. Trust -commerce transactions, consumers follow some cognitive paths in order to minimize them. Trust is an effective shortcut in this context (GrabnerKraeuter, 2002). It is a significant factor affecting shopping intention (Lim et al., 2009; Dennis et al. 2010). It is essential not only in traditional shopping environment (Bloemer and Odekerken-Schroder, 2002), but also in online shopping context (Jarvenpaa et al., 2000). Trust plays a determining role in
Considering o -shopping context (Lee and Turban, 2001). According to Theory of Planned Behavior, consumers may be more eager to shop at an internet store which they perceive as being less risky. On the contrary, they may not want to buy from a more risky store (Jarvenpaa et al., 2000). As an increase in trust decreases risk perception, it 2011). Therefore, we propose a positive relationship between trust and repurchase intention: H: Trust has a positive effect on repurchase intention at the same e-shop H1
Perceived Ease-of-Use
Enjoyment
H2 H3
Perceived Usefulness
H4 H5
Trust
H6 Fig 1. Theoretical Model
Repurchase Intention
540
Selim Aren et al. / Procedia - Social and Behavioral Sciences 99 (2013) 536 – 544
3. Methodology 3.1. Research Goal This study aims to identify relations among perceived ease-of-use, perceived usefulness, trust and enjoyment as well as their impacts on repurchasing intention. 3.2. Sample and Data Collection A field survey was carried out on under- or post-graduate students of Business Administration at universities in Istanbul and Kocaeli. Data was collected through printed and online questionnaires. Approximately 900 students are contacted although 300 of them participated in the survey. Data out of these respondents was applied factor and regression analyses by SPSS analytic software. 3.3. Analyses and Results To measure perceived ease-of-use and enjoyment, 7 items for each are used and adopted from Davis (1 1985) items of 6 are used for perceived usefulness. Trust scale is adopted from Ha and Stoel (2009), Green (2005), Anderson and Srinivasan (2003) which includes 7 items. Intention scale is adopted from Ha et al. (2010), Green (2005), Jayawardhena and Wright (2009), and Harris and Goode (2010) which is composed of 5 items. However, 6 items (out of perceived ease-of-use and perceived usefulness) are deleted as they showed a weak loading or loaded on two different factors. Overall, 26 items using 5 likert-type scale are applied to measure the relations proposed in this study. As Alphas for each construct exceeds 0,70, which represents the reliability of scales. In Table 2 are presented the remaining items with their factor loadings..
Constructs Perceived Ease-of-Use (EOU) Perceived Usefulness (U) Trust (T) Enjoyment (ENJ) Repurchase Intention (INT)
Number of Items 4 3 7
Alpha 0,881 0,820
7 5
0,925 0,909
0,941
from the following Sources: Davis (1985), Childers et al. (2001) Davis (1985) Ha and Stoel (2009), Green (2005), Anderson and Srinivasan (2003) Davis (1985), Childers et al. (2001) Ha et al. (2010), Green (2005), Jayawardhena and Wright (2009), and Harris and Goode (2010)
Table 3 shows that all variables are significantly correlated to each other. Especially the two dependent variable of the model, i.e. enjoyment and repurchase intention are found correlated to each other. As for the hypothesized relations, regression analyses are conducted.
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Table 2. Exploratory Factor Analysis Results
I find this website easy to use. I like the ease-of-use of this website Shopping at this website is clear and understandable. T his website would be useful in buying what I want. Shopping at this website makes my life easier. This website enables me accomplish shopping more quickly. I would find using this website to be enjoyable. Shopping at this website would be pleasant. Shopping at this website would be fun for its own sake. Shopping at this website would make me feel good. Shopping at this website would involve me in the shopping process. Shopping at this website would be exciting. Shopping at this website would be interesting. I consider this website as my first choice. I would like to visit this website again in the future. Given the chance, I intend to use this website. I will repurchase other products/services at this website. Given the chance, I predict that I should use this website in the future. I feel like my privacy is protected at this website. I feel safe in my transactions with this website. This website can be counted on to successfully complete the transaction. I feel I can trust this website. This website has adequate security features. This website is reliable for online shopping. This website is one that keeps promises and commitments.
Perceived Usefulness
Perceived Ease-of-Use
Repurchase Intention
Enjoyment
Trust
Factors
,750 ,774 ,798 ,594 ,657 ,776 ,762 ,610 ,704 ,827 ,778 ,798 ,854 ,777 ,509 ,738 ,756 ,729 ,732 ,750 ,801 ,761 ,791 ,840 ,856 ,661
Table 4 shows the effects of independent variables on enjoyment. Perceived Ease-of-Use, Perceived Usefulness and Trust are found to be significant drivers of Enjoyment, as hypothesized. Similarly, Table 5 depicts the effects of independent variables on Repurchase Intention. Perceived Easeof-Use, Perceived Usefulness and Trust are found to be significant drivers of Repurchase Intention, again as hypothesized.
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Table 3. Descriptive Statistics and Correlations Variables
Std.
EOU
U
T
N
Mean
EOU
299
4.05
.728
U
299
3.79
.818
.572**
T
299
3.76
.777
.565**
.487**
ENJ
299
3.46
.909
.481**
.500**
.428**
.699** .629** 299 3.95 .804 **Correlation is significant at the 0.01 level (2-tailed)
.626**
INT
Deviation
ENJ
.508**
Table 4: Antecedents of Enjoyment Model 2 Independent Variables (Constant) EOU U T
Dependent Variable: Enjoyment Standardized Beta Coefficients
t
Sig.
Acceptance of Hypotheses
.222 .296 .159
1.491 3.480 4.907 2.652 F: 26.501
.137 .001 .000 .008 .000
H1: Accepted H2: Accepted H3: Accepted
.316
Table 5: Antecedents of Repurchase Intention Model 1 Independent Variables (Constant) EOU U T
Standardized Beta Coefficients .388 .274 .273 .611
Dependent Variable: Repurchase Intention Acceptance of t Sig. Hypotheses .719 .473 8.073 .000 H4: Accepted 6.027 .000 H5: Accepted 6.053 .000 H6: Accepted F: 156.873 .000
4. Conclusion Modern marketing approach which is based on long-term relationships with consumers is dominant around the world. Marketing has been transferred to a new stage together with fast development of internet which is the new meeting point for buyers and sellers within electronic commerce. Companies including traditional brick and mortars establish online identities. The success of the identities is essential for competitive advantage. The path to success runs trough consumers. It is a necessity for companies to understand their target group and to develop right positioning strategies to be remembered by them. Although the first step is basically products and services themselves, defining the reasons in consumer behaviors is effective in a better understanding of consumers. Among these reasons
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are important the technical characteristics and service rendered by a website. Despite an increase in tic life is also a fundamental factor to shop over the internet. Online stores stands different that have a user-friendly, useful and attractive identity with low risk and high trust. Firstly, in this study is developed a theoretical model upon the related literature review on online shop at the same website and the relations among them depending on the analyses. The results show that characteristics of an online store and what consumers feel and perceive cannot be ignored apart from social and economic reasons that lead people to shop online. These factors take consumers first to behavioral intention and then to the behavior itself. It is a requirement to develop marketing strategies by considering these factors in electronic commerce with an intense competition and innovational applications. References Al-maghrabi, T., Dennis, C., & Halliday, S.V. (2011) "Antecedents of continuance intentions towards e-shopping: the case of Saudi Arabia", Journal of Enterprise Information Management, 24, 1, 85 111. Psychology and Anderson, R. E., & Srinivasan, S. C., (2003), E-Satisfaction and E-Loyalty: A Contingency Marketing, 20 (2), 123-38. Bloemer, J.M.M., & Odekerken-Schroder, G., (2002), Store Satisfaction and Store Loyalty Explained By Customer- and StoreRelated Factors Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behaviour, 15, 68-80. Bounagui, M., & Journal of the Southern African Institute for Management Scientists, 18, 1, 15 26. & Online Information Review, 31, 420-39. Journal Of Organizational Computing And Electronic Commerce, 22:1, 38-63. Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001), Journal of Retailing, 77, 511-535. International Journal Of Retail & Distribution Management, 39, 6, 390-413. & Journal Of Electronic Commerce Research, 12, 2.
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