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Title:
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WHAT MAKES CONSUMERS ADOPT ONLINE SHOPPING? A FRAMEWORK OF DECISION MAKING PROCESS |
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Author(s):
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Akram M.S. , Akram A. |
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ISBN:
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978-972-8939-09-0 |
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Editors:
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Miguel Baptista Nunes, Pedro Isaías and Philip Powell |
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Year:
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2010 |
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Edition:
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Single |
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Keywords:
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Consumer behavior, online shopping, technology acceptance model, Website brand/quality |
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Type:
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Full Paper |
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First Page:
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208 |
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Last Page:
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215 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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With the increasing number of online consumers worldwide its necessary to understand what leads them make their decisions. A theoretical framework explaining consumers decision making in online environment has been proposed. The purpose is to investigate the relationships between consumers attitude towards online shopping and its correlates by integrating technology acceptance model (TAM). The process of online shopping begins with stimuli, website brand (WB) and website quality (WQ), which determine consumers beliefs that include not only perceived ease of use (PEU) and perceived usefulness (PU) but also other exogenous factors like perceived risk (PR), perceived enjoyment (PE) and trust. These beliefs influence consumers decision making, attitude towards online shopping which in turn affects their purchase intention (PI) in online shopping. Further, the paper presents potential moderating and mediating factors playing their roles in the decision making process. |
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