Asia pacific journal of information systems

The Korea Society of Management Information Systems (한국경영정보학회)
권호 표지

Empirical Analysis of Consumer Behavior on the Internet Shopping Mall Choice from the Schema Perspective: Comparison Between Bricks & Clicks and Pure-Player Shopping Mall

스키마 관점에서 살펴본 인터넷 쇼핑몰 선택에 대한 소비자행동의 이해: Bricks & Clicks와 Pure-Player 인터넷 쇼핑몰 비교를 중심으로

  • Published : 2007.12.31
Download PDF
⟨ Previous Next ⟩

Abstract

With the advent of a wide variety of Internet shopping malls, consumers can choose a best appealing shopping mall from among the Bricks-and-Clicks and Pure-Player malls. Pure-Players launched their operation grandiosely with the early stage of Internet use in 1995. However, after the burst of Dot-com company bubbles in 1997, Pure-Players introduce various types of business models to meet potential needs of consumers. While Pure-Players suffer skeptical views from market analysts as well as consumers, traditional offline companies learned important lessons from Dot-com companies collapse phenomena, and expanded their business channels into online in the name of Bricks-and-Clicks. Nowadays, Bricks-and-Clicks successfully establish in the market as one of reliable business partners among consumers. Therefore, it is no surprise that recent competitions between Bricks-and Clicks and Pure-Players become fiercer than ever to attract potential customers to their websites. In this situation, consumers can choose a shopping mall to their best satisfaction. Consumers can enjoy both offline and online options for shopping because Bricks-and Clicks provide both offline and online channels to consumers, which is compared with Pure-Players offering only online channel. Offline channel is unique in providing consumers with chances to touch and feel target products and services. Meanwhile, online channel is considered very viable and convenient shopping options for consumers. In this respect, it is easily assumed that consumers will show different online shopping behavior when they have to choose either Bricks-and-Clicks mall or Pure-Player mall for the sake of shopping. Remaining research issue in this case is how much consumers' schema would influence online shopping behavior between Bricks-and-Clicks and Pure-Players. Basically, schema is a framework for synthetic information recognition that individual consumers have and is very characteristic in that it focuses not on fragmentary facts but on the combination of various causes affecting results. Consumers' schema is closely represented by trust, structural assurance, and perceived relative advantage towards a specific type of shopping mall. In literature, there exist a lot of studies comparing Bricks-and-Clicks and Pure-Players. However, there is no study to pursue the analysis of consumer behaviors comparing Bricks-and Clicks and Pure-Players from the schema perspective. Therefore, this study aims to investigate this research gap. Empirical analysis is adopted by garnering valid questionnaires from 514 Internet shopping mall users. 237 were mainly using Bricks-and-Clicks for shopping, while 277 were found to visit Pure-Players for shopping. PLS was applied to analyze the survey data to verify the proposed research hypotheses. Findings from the empirical test results are as follows. First, consumers perceive more trust and relative advantage in Pure-Players, comparing with Bricks-and-Clicks. This result is against widely-accepted perception that Bricks-and-Clicks would be perceived by consumers as more trustworthy and relatively advantageous because they have offline reputation and stores. Therefore, it becomes more obvious that Internet is becoming daily necessaries, and consumers increasingly feel very comfortable in using the Internet for their own personal purposes. Second, consumers have firm faith in transaction safety, regardless Bricks-and-Clicks and Pure-Players. This seems due to the fact that most of shopping malls showing dubious transaction safety have no place in the market. In a nutshell, empirical results tell us that Pure-Players will grow very much in the future, to the extent that consumers perceive no difference in comparison with Bricks-and-Clicks. Besides, consumers' schema accumulated through trust and perceived relative advantage plays crucial role in determining consumer behavior.

Keywords

References

  1. 김상현, 오상현, "고객재구매의도 결정요인에 관한 연구: 고객가치, 고객만족, 전환비용, 대안의 매력도," 마케팅연구, 제17권 제2호, 2002, pp. 25-55
  2. 남기찬, 구철모, 지성구, "가상시장에서 Porter의 경쟁우위 전략: 온라인 기업과 온-오프라인 기업간 비교를 중심으로," 경영정보학연구, 제12권 제4호, 2002, pp. 173-191
  3. 박현옥, "인터넷 쇼핑몰 업계의 현황 및 전망," 한국전자거래진흥원, 2006
  4. 양동훈, 하미경, "인터넷은 시장 효율성을 증대시키는가? 온라인과 오프라인 시장의 가격비교를 통한 실증분석," 경영학연구, 제32권 제2호, 2003, pp. 551-565
  5. 이용기, 최병호, 문형남, "관계혜택이 고객의 종업원과 식음료업장에 대한 만족, 그리고 고객충성도에 미치는 영향," 경영학연구, 제31권 제2호, 2002, pp. 373-404
  6. 이주량, "오픈마켓에 대한 구매자 만족과 선호의 영향요인 이해: 오픈마켓과 종합인터넷쇼핑몰의 비교연구," 경영정보학연구, 제16권 제4호, 2006, pp. 49-70
  7. 정남호, A Schema Map Approach to Decision Making in Electronic Commerce and Knowledge Management, 성균관대학교 박사학위 논문, 2002
  8. 정남호, 이건창, "Bricks & Clicks 서점에서 고객만족과 재구매의도 결정요인에 관한 연구: 신뢰의 전이, 전환비용, 개인의 태도," 경영학연구, 제36권 제1호, 2007, pp. 183-204
  9. Aaker, D.A., Managing brand equity: Capitalizing on the value of a brand. New York: The Free Press, 1991
  10. Anderson, E. and Fornell, C., "Customer Satisfaction Research Prospectus," pp. 241-268. in R. T. Rust and R. L. Oliver (Eds.) Service Quality: New Directions in Theory and Practice. Thousand Oaks, CA: Sage Publications, 1994
  11. Bakos, Y., "Emerging role of electronic marketplaces on the Internet," Communications of the ACM, Vol. 41, No. 8, 1998, pp. 35-42
  12. Bartlett, F.C., Remembering: An experimental and social study. Cambridge: Cambridge University Press, 1932
  13. Bhattacherjee, A., "Individual trust in online firms: Scale development and initial test," Journal of Management Information Systems, Vol. 19, No. 1, 2002, pp. 211-241
  14. Bower, G.H. and Cohen, P.R., "Emotional Influences in Memory and Thinking," Journal of Experimental Psychology, General, Vol. 110, 1982, pp. 451-473
  15. Campbell, M.C., and Goodstein, R.C., "The moderating effect of perceived risk on comsumers' evaluations of product incongruity: Preference for the norm.," Journal of Consumer Research, Vol. 28, 2001, pp. 439-449 https://doi.org/10.1086/323731
  16. Chakraborty, G., Lala, V., and Warren, D., "An empirical investigation of antecedents of B2B Websites' effectiveness," Journal of Interactive Marketing, Vol. 16, No. 4, 2002, pp. 51-72 https://doi.org/10.1002/dir.10044
  17. Chin, W.W. and Todd, P.A., "On the Use, Usefulness, and Ease of Use of Structural Equation Modeling in MIS Research: A note of caution," MIS Quarterly, Vol. 19, No. 2, 1995, pp. 237-246 https://doi.org/10.2307/249690
  18. Cox, D.F., and Rich, S.U., "Perceived risk and consumer decision making: The case of telephone shopping," Journal of Marketing, Vol. 1, 1964, pp. 32-39
  19. Cunningham, S.M., The major dimensions of perceived risk. In D. F. Cox (Ed.), Risk taking and information handling in consumer behavior. Boston:Harvard University Press, 1967
  20. Devaraj, S., Fan, M., and Kohli, R., "Ante- cedents of B2C channel satisfaction and preference: Validating e-commerce metrics," Information Systems Research, Vol. 13, No. 2, 2002, pp. 316-333 https://doi.org/10.1287/isre.13.3.316.77
  21. Dennis, A.R., "Lessons from three years of Web development," Communications of the ACM, Vol. 4, No. 7, 1998, pp. 112-113
  22. Dowling, G.R., and Staelin, R., "A model of perceived risk and intended risk activity," Journal of Consumer Research, Vol. 21, 1994, pp. 119-134 https://doi.org/10.1086/209386
  23. Fornell, C., "A National Customer Satisfaction Barometer: The Swedish Experience," Journal of Marketing, Vol. 56(january), 1992, pp. 6-21 https://doi.org/10.2307/1252129
  24. Gefen, D., "E-commerce: The role of familiarity and trust," Omega, Vol. 28, No. 6, 2000, pp. 725-737 https://doi.org/10.1016/S0305-0483(00)00021-9
  25. Gefen, D., "Customer Loyalty in E-Commerce," Journal of Association for Information Systems, Vol. 3, 2002. pp. 27-51 https://doi.org/10.17705/1jais.00022
  26. Gefen, D., Karahanna, E., and Straub, D.W., "Trust and TAM in online shopping: An integrated model," MIS Quarterly, Vol. 27, No. 1, 2003, pp. 51-90
  27. Gwinner, K.P., Gremler, D.D., and Bitner, M.J., "Relational Benefits in Services Industry: The Customer's Perspective," Journal of the Academy of Marketing Science, Vol. 26, No. 2, 1988, pp. 101-114 https://doi.org/10.1177/0092070398262002
  28. Hart, P., and Saunders, C., "Power and trust: Critical factors in the adoption and use of electronic data interchange," Organizational Science, Vol. 8, No. 1, 1997, pp. 23-42 https://doi.org/10.1287/orsc.8.1.23
  29. Hoffman, D.L., Novak, T.P., and Peralta, M., "Building consumer trust online," Communica- tions of the ACM, Vol. 42, No. 4, 1999, pp. 80-85
  30. Jarvenpaa, S.L., and Todd, P.A., "Consumer reactions to electronic shopping on the World Wide Web," International Journal of Electronic Commerce, Vol. 1, No. 2, 1997, pp. 59-88
  31. Kohli R., Devaraj, S., and Mahmood, M.A., "Understanding determinants of online consumer satisfaction: A decision process perspective," Journal of Management Information Systems, Vol. 21, No. 1, 2004, pp. 115-135
  32. Kumar, N., "The power of trust in manufacturer-retailer relationships," Harvard Business Review, Vol. 74, No. 6, 1996, pp. 93-106
  33. Langerak, F. and Verhoef, P.C., "Possible determinants of consumers' adoption of electronic grocery shopping in the Netherlands," Journal of Retailing and Consumer Services, Vol. 8, 2001, pp. 275-285 https://doi.org/10.1016/S0969-6989(00)00033-3
  34. Lee, K.C. and Kang, I.W., "An Empirical Study of a Trust Transfer Process From Offline to Online Channel," Working Paper, 2005
  35. McKinney, V., Yoon, K., and Zahedi, F.M., "The measurement of Web-customer satisfaction: An expectation and disconfirmation approach," Information Systems Research, Vol. 13, No. 3, 2002, pp. 296-315 https://doi.org/10.1287/isre.13.3.296.76
  36. McKnight, D.H., Cummings, L.L., and Chervany, N.L., "Initial trust formation in new organizational relationships," Academy of Management Review, Vol. 23, No. 3, 1998, pp. 472-490
  37. McKnight, D.H., Choudhury, V., and Kac- mar, C., "Developing and validating trust measures for e-commerce: An integrative typology," Information Systems Research, Vol. 13, No. 3, 2002, pp. 334-359 https://doi.org/10.1287/isre.13.3.334.81
  38. Minsky, M., "Framework for representing knowledge," The psychology of computer vision, New York, McGraw-Hill, 1975
  39. Moorman, C., Deshpande, R., and Zaltman, G., "Factors affecting trust in market research relationship," Journal of Marketing, Vol. 57, 1993, pp. 81-101 https://doi.org/10.2307/1252059
  40. Morgan, R.M., and Hunt, S.D., "The commitment-trust theory of relationship marketing," Journal of Marketing, Vol. 58, 1994, pp. 20-38
  41. Nunally, J.C., Psychometric Theory (2 ed), Mcgraw Hill, 1978
  42. Peterson, R.A., Balasubramanian, S., and Bronnenberg, B.J., "Exploring the implications of the Internet for consumer marketing," Journal of the Academy of Marketing Science, Vol. 25, No. 4, 1997, pp. 329-346 https://doi.org/10.1177/0092070397254005
  43. Quelch, J.A., and Klein, L.R., "The Internet and international marketing," Sloan Management Review, Vol. 37, 1996, pp. 60-75
  44. Reynolds, K.E., and Beatty, S.E., "Customer Benefits and Company Consequences of Customer-Salesperson Relationships in Retailing," Journal of Retailing, Vol. 75, No. 1, 1999, pp. 11-32 https://doi.org/10.1016/S0022-4359(99)80002-5
  45. Schiffman, L.G., and Kanuk, L.L., Consumer behavior. Englewood Cliffs, NJ: Prentice Hall, 1994
  46. Schoenbachler, D.D., and Gordon, G.L., "Trust and customer willingness to provide information in database-driven relationship marketing," Journal of Interactive Marketing, Vol. 16, No. 3, 2002, pp. 2-16
  47. Schrank, R.C. and Abelson, R.P., Script, plans, goals and understanding, Hillsdale, NJ, Erlbaum, 1977
  48. Smith, J.B., and Barclay, D.W., "The effects of organizational differences and trust on the effectiveness of selling partner relationships," Journal of Marketing, Vol. 61, 1997, pp. 3-21 https://doi.org/10.2307/1252186
  49. Tan, Y., and Thoen, W., "Toward a generic model of trust for electronic commerce," International Journal of Electronic Commerce, Vol. 5, No. 2, 2000, pp. 61-74
  50. Urban, G.L., Sultan, F., and Qualls, W.J., "Placing trust at the center of your Internet strategy," Sloan Management Review, Vol. 42, No. 1,2000, pp. 39-48
  51. Wang, H.Q., Lee, M.K.O., and Wang, C., "Consumer privacy concerns about internet marketing," Communications of the ACM, Vol. 41, No. 3, 1998, pp. 63-70
  52. Yoon, S.J., "The antecedents and consequences of trust in online-purchase decisions," Journal of Interactive Marketing, Vol. 16, No. 2, 2002, pp. 47-63