长尾和信任对网络购物行为的影响:UTAUT2框架的扩展

IF 2.4 Q2 INFORMATION SCIENCE & LIBRARY SCIENCE
Mahendra Singh, Y. Matsui
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引用次数: 45

摘要

本研究旨在了解长尾和信任对网上购物背后的顾客动机的影响。在本研究中,我们采用扩展的技术接受和使用统一理论2 (UTAUT2),并扩展了两个额外的结构“长尾效应”和“信任”来理解这两个关键因素是否影响消费者选择在线购物渠道的动机。我们在日本对两类产品进行了研究,即机票和预订。一个是实物产品,另一个是服务产品。“长尾效应”和“信任”都与使用意愿有显著的关系,但由于两种产品的固有特性,两者之间存在一定的差异。建议将“长尾效应”和“信任”两种结构纳入现有的UTAUT2研究框架,以供未来研究。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
How Long Tail and Trust Affect Online Shopping Behavior: An Extension to UTAUT2 Framework
This research aims at understanding the effect of long tail and trust on the customer motivation behind online shopping use. In this research, we adopt the Extended Unified Theory of Acceptance and Use of Technology2 (UTAUT2) and expand with two additional constructs “long tail effect” and “trust” to understand whether these two key factors influence the customer motivation to choose online channels for shopping. Research was conducted in Japan for two product categories i.e. airline ticket and book. One is a physical product while the other is a service product. Both “long tail effect” and “trust” were found to have significant relationships with the intention to use, however, there were some differences between the two products, due to their inherent characteristics. Inclusion of both “long tail effect” and “trust” constructs to the existing UTAUT2 research framework is proposed for future research.
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来源期刊
CiteScore
4.10
自引率
33.30%
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