A Model of the Determinants of Purchasing from Virtual Stores

Abstract

Virtual stores are Internet-based innovations that influence the dynamics of consumer choice making. Utilizing the attitude-to-behavior theory, theory of reasoned action, technology acceptance model, functional theory of attitude, causal theory of action, and prior literature, we develop and empirically evaluate a model that describes consumer purchase decisions in a virtual store. We test the model using data collected from validated survey instruments for each of the constructs utilizing the structured equation modeling technique. The model helps in the design of virtual stores by describing how individuals who visit such stores can be induced to purchase from virtual stores. It describes that perceived usefulness, perceived behavioral control, and perceived peer influence impact attitude toward purchasing from a virtual store. Attitude toward purchasing from a virtual store, in turn, influences the actual purchasing from a virtual store. We discuss the implications for the design of virtual stores that lead to purchase decisions.

Relooking Antecedents to Consumer Dissatisfaction through the Virtual Cosmos

“…In case of virtual purchases, the "intent to purchase" is driven based on what others possess; this is what is called consumer covetousness. While in the real world consumer covetousness is greatly tapped on by marketers in launching a marketing campaign; in the digital world consumer covetousness (Barkhi et al, 2008) is tapped on by peer groups which instigate purchases in virtual settings irrespective of a marketing campaign being adopted or not. For instance, Apple relies on consumer covetousness to facilitate repeat purchases through dissatisfaction arising from not having the latest product (Note 5).…”

Roles of the Buyer´s Trust in Seller in Posted-Price Model of Consumer to Consumer E-Commerce

“…Most C2C e-commerce sites have a reputation system using a feedback mechanism in which a form of trust is built by buyers' feedback ratings [9], [48]. Price is one of the most common reasons why consumers purchase from online stores [4]. Consumers use reference prices, which act as an internal standard against which observed prices are compared, to evaluate the purchase of a product [8].…”

Analyzing factors distinguishing e-buyers from brick and mortar buyers

“…(Salisbury et al 2001). Barkhi et al (2008) used this factor as one of the determinants of purchasing from virtual stores. Also for Kulviwat et al (2004) called this as perceived risk and for them it includes fear of technology use and information overload, feeling of uncertainty and confusion, and feeling of insecurity when engaging in online transactions (e.g.…”

“…Wu and Yu (2007) used Theory of Reasoned Action for determining elements of online buying actionthe theory deals with individual behavior in social context. Barkhi et al (2008) Main assumption of the study is that a person will prefer online shopping or traditional shopping. It is known and suggested that both of these channels are complementary (Farag et al, 2007;Avery et al, 2012).…”

“…Also they are acting in a more interactive and dynamic environment. According to Barkhi et al (2008) the most known reasons for consumers to shop online are convenience, broader selection, competitive pricing and greater access to information. But sometimes they only search for a product or service information at online and buy it offline, sometimes vice versa.…”