A Project on

Predicting Consumer’s Perceptions in On-line

Shopping
By
PRABJOT SINGH (20MBA1774)

Under the guidance of:

ATUL SHIVA

MBA DEPARTMENT
CHANDIGARH UNIVERSITY
 INDEX

SL.NO CHAPTERIZATION PAGE NO.

1 ABSTRACT 2

2 INTRODUCTION 4

3 LITERATURE REVIEW 5-9

4 RESEARCH MODEL AND HYPOTHESES 10-12

5 DATA COLLECTION AND ANALYSIS 13

6 RESULTS 14-18

7 CONCLUSIONS AND IMPLICATIONS 19-20

 Abstract
The diffusion of the e-commerce is now well-known in all of its types of activities. The
four types that described in this paper is
the most common and shows how people nowadays that is familiar with the Internet,
tend to adopt more easily than the previous
years. The results will indicate which are the major concerns for people in order to adopt
one of those activities. Also, even now
that internet has been so widely spread and used, people are so pessimistic in e-
commerce adoption because of the risk or not. Of
course the research is by its nature web-based so the appropriate data collection is via
e-mail. The findings of the survey might be
useful for companies and businesses which are active in this field.
 INTRODUCTION
1. Introduction
The rapid diffusion of the Internet retailers the previous decade, was too high for the
business to customer (B2C)
commerce. Only in United States, for the fiscal year 2001, total retail sales was 3.50
trillion dollars while in ecommerce
retail sales was 32.57 billion dollars. Those numbers indicate that B2C commerce is still
growing up, and
that the traditional retailers are not in danger of being replaced by electronic commerce.
There is the possibility
though that the e-commerce might be the new retail medium for supplementing,
complementing and even replace
other media
The Internet evolution had significantly changed the operations of retail business
worldwide. United States for
instance, witnessed larger hypermarkets which centralized their operations in order to
provide the increased demand
for their offerings. As a result, those hypermarkets were able to provide a cheaper and
wider range of products while
smaller retailers were struggling to be competitive against them. Because of the huge
size of those hypermarkets,
they need sufficient population to support them in order to operate normally. With the
Internet’s evolution, it is
obvious that there will be an increase in those hypermarket sales as an alternative
distribution
 LITERATURE REVIEW

Many researches which surround the customer’s behavior to adopt in particular

technologies had been taken from
the Technology Acceptance Model (TAM). Modifications of the TAM model are many,
from ERP system
implementation [34] to mobile services [33].
Up to now, the rivalry of the actual usage versus prediction can be easily noticed by
comparing different studies
of the technology. For example, previous studies about personal computer had
investigated the actual usage [45]
while the new technological acceptances like banking Salancik [52], set aside the actual
usage and focused on the
criterion of the intention alone. However, since the adoption of the Internet purchase is
still in its new forms in
Greece, with this study the measurement focuses on the intention of the online shopper
rather than the actual
purchase.
The behavioral intention had been used to predict the actual usage successfully until
now. Behavioral intention is
the “degree to which a person has formulated conscious plans to perform or not perform
some specified future
behavior” [60]. This one comes across with the Theory of Reasoned Action [18] and his
theory of planned behavior
[1], which supports that the behavioral intention is for the behavior a good predictor. In
Information systems (IS),
TAM was used widely by many studies in order to predict the behavioral intention for the
information technology
[36]. While past researches [14] found no connectivity with the subjective norm and the
behavioral intention, which
had as a result not to include it on their TAM model, however Brown et al. [9], found that
the norm does influence
the behavioral intention.
Davis firstly introduced TAM, and his goal was to explain and predict user’s IT
acceptance over his workplace.
According to Davis [13], perceived usefulness “is the prospective user’s subjective
probability that using a specific
application system will increase his or her job performance within an organizational
context” while ease of use
“refers to the degree to which the prospective user expects the system to be free from
effort”.
Those two variables are the major factors which are expected to influence someone’s
attitude for using a specific
system, which in turn with the perceived usefulness, are expected to explain any
possible intension of using the
system.
2.2. Prior research on TAM
According to Davis [13] “the proposed future technology acceptance research need to
address other variables that
could affect the TAM”. Thus, it is useful to extent the original TAM model so that we can
explore how it is reacted
today.
The two basic constructs of the TAM model is perceived usefulness and perceived ease
of use and the HCI
researches after investigation, they agreed that those constructs are valid in predicting
the information technology
systems [39]. There is also the need for additional variables apart from those two,
depending on the specific
technology which is being used [41]. According to Dillon and Morris [15] “the
demonstrable willingness within a
user group to employ information technology for the tasks it is designed to support”.
Other researches indicated that
the possible perception of the information technologies can easily be influenced by the
type of the technology and
A. Mandilas et al. / Procedia Technology 8 ( 2013 ) 435 – 444 437
the interaction among users [35]. An example is the perception from the user for a
system which is influenced by
people who use and evaluate the system [50]. As a result, social bonds which connect
user with the other parties, can
be predicted as essential for the user’s technology acceptance adoption [54]. The study
of Salancik and Pfeffer [52],
the perceptions of a specific technology from a user can be influenced by the people
that surround him, from their
opinions and behaviors towards it. Moreover Lee et al. [35], found that the technology
acceptance is mostly
influenced by social interactions and not by objectives from the technical characteristics.
2.3. Beliefs about online shopping Enjoyment
Perceived enjoyment is one of the most important factors for the Internet shopping
acceptance. Shopping
enjoyment is defined as “the extent to which one believes that shopping will provide
reinforcements in its own right,
going beyond performance consequences and such enjoyment extends to the online
channel” [5]. Studies for
consumers reached to the point that people have a wide range of different motivations
and different shopping
approaches which trigger their behavior [53]. Moreover, studies for the motives of
Internet shopping include not
only the advantages which consist of convenience, financial benefits and great
information accessing but also
hedonic aspects of e-commerce like enjoyment, normative beliefs and self-efficacy [27].
Perceived enjoyment is a strong predictor for the acceptance of a new technology [10].
Davis et al. [14] wanted to
extend their original TAM model including the aspect of perceived enjoyment as an
additional factor which may
affect the technology acceptance. Studies for the Internet shopping found that the factor
of enjoyment is a strong
predictor for the acceptance of the Internet shopping and that its role is being distinct
from the roles of PU and EOU
[11].
According to [11] “perceived usefulness is the final outcome resulting from a chain of
shopping activities while
consumers associate ease of use and enjoyment with one’s shopping process and
one’s intrinsic perception of eshopping
leading to the consequent perception.”
2.4. Beliefs about online shopping Risk
One of the most important barriers for the adoption and online purchase is the
perceived risk. Perceived risk is
defined as the extent for a consumer’s belief about the potential uncertain negative
outcomes from the online
transaction. The study of Jacoby and Kaplan [61], identified seven different types of risk:
psychological, social,
time, financial, performance, physical and opportunity cost risk. However, in the Internet
shopping three types of
risk were found to be important: financial risk, information and product risk [7].
The perceived risk for the online purchase adoption was found to influence the
consumer’s online intention [3].
Usually customers are reluctant when they have to take a decision for an online
transaction because the sense of risk
was found to be higher compared to the traditional marketing channels. The above
mentioned barriers make the
consumer to be attentive to risk with the online transactions and they are probably
influenced on their decision about
purchasing or not from an online vendor [30].
2.5. Shopping Orientation
The drawback of the TAM model is its treatment towards the Internet shopping as an
outset of the technology.
This means that TAM treats Internet shopping as a medium to communicate with
purchasing without taking in mind
the disposition of any possible consumer. Here comes the Theory of Planned Behavior
and the Theory of Reasoned
Action which explains someone’s relationship between belief and attitude towards the
intention in Internet
shopping.
 Research model and hypotheses
Here is our modified TAM model about the intention for the Internet shopping in Greece.
Except from the
perceived usefulness and the ease of use which are the main TAM factors, we include
the perceived risk, perceived
enjoyment, subjective norms and self efficacy.
3.1. Perceived risk
According to Bauer, [4] “Consumer behavior involves risk in the sense that any action of
a consumer will
produce consequences that he cannot anticipate with anything approximating certainty,
and some of which are likely
to be unpleasant”.
H1: Perceived risk will have a negative impact on the customer’s intention to shop
online.
3.2. Perceived usefulness
According to Davis [13] “perceived usefulness is the extent to which a person believes
that using a particular
technology will enhance his or her job performance”. This performance should be
centered with the benefits through
Internet purchasing adoption minus the normal retailing.
For the needs of this research, perceived usefulness is the extent to which a person
believes that by adopting on
Internet purchase, will create value for him.
H2: Perceived usefulness will havea positive impact on the customer’s intention to shop
online.
3.3. Perceived ease of use:
This has to be about the level of effort someone needs in order to make an e-commerce
adoption. The higher the
effort, the easier user will abandon the system [56]. Perceived ease of use is one of the
two strong factors, which
play a significant role in Internet shopping, like perceived usefulness. Thus, in this
research perceived ease of use is
when the user believes that any possible Internet purchase, will be free from effort
Davis [13].
H3: Perceived ease of use will have a positive impact on the customer’s intention to
shop online.
3.4. Perceived Enjoyment:
According to Reid and Brown [49], “there are many motivational reasons that govern
individual’s intention to
shop, which includes overcoming boredom, peer group influence and status
consciousness.” Bellenger and
Kargoankar [6] divide the potential customers into two categories: economic and
recreational shoppers. Also Reid
and Brown [6] stated for economic customers that “they are more often than not to
recluse themselves from
unnecessarily engaging in the shopping experience.”
Past studies for the demographic variables, indicate that mostly teenagers are in great
knowledge of the Internet
tools [12]. Also, the factor of enjoyment could not be discounted by the shopping
orientation. Jarvenpaa and Todd
[25], found that convenience is a significant factor for the adoption of the Internet
purchasing.
Satisfaction can be interpreted by the means of elation and pleasure which are relevant
with the user’s Internet
purchasing. Thus, perceived enjoyment has a positive impact on the online shopping
intention.
H4: Perceived enjoyment will have a positive impact on the customer’s intention to shop
online. 3.5. Subjective norms
Subjective norm is a construct which is similar to the social influence and it was firstly
presented in the theories
of planned behavior [1] and of reasoned action [18]. For the current study, subjective
norms are used instead of
social influence for out extended TAM model, because it is a more widely accepted
construct in the e-commerce
literature. According to Fishbein and Ajzen [18], “the person’s perception that most
people who are important to
him think he should or should not perform the behavior in question”. Previous studies
have found out that the
subjective norm tend to influence the user’s intention and adoption [24, 57].
 Data collection and analysis
Primary data was used in this research in order to find out the intention in online
shopping in Greece. Data was
collected through the summer of 2012 and the targeted population was more than 100
users; the final number was
124 respondents. E-mails were sent to randomly selected people in Greece through
Internet (e-mails, Facebook etc).
The questionnaire was divided into the 4 parts: The first part is the demographic
variables. The second part is
about the Internet usage questions. Third is the part which are included the items of the
research and the final
category is the questions for the dependent variable.
 Results
5.1. Demographic results
The total data sample was consisted of 124 people whowere selected through the
convenience method sampling.
Because of the nature of the research, the majority of the people were exposed to the
Internet services and shopping
also. The demographic results are indicated in the following table.
From the total sample, 57,3% where male respondents while 42,7% where female. The
age group of 21-30 was
by far first with 50,8% of the total respondents. The majority of the respondents where
holding a University (46,8%)
or Masters Degree (28,2%). However, the economic recession in Greece can be
displayed by the results in
occupation, with most of them being Unemployed (27,4%), and with monthly income
below 800€ in most of the cases (43,5%).
5.2. Internet Usage results
Internet usage questions were also made, to test the overall Internet adoption of the
respondents. As the table 2
indicates Internet usage had been very widely accepted in those years. The majority of
the respondents (79,8%) were
using Internet services more than 3 years while a third out of four are connected on a
daily basis. As for the time
spent connected, 70,2% are connected more than 10 hours per week while 18,5% are
connected 4-10 hours per
week. Lastly, the Internet usage seem to have an impact to the online purchases
because 9/10 of the correspondents
had already made an online purchase (88,7%).

5.3. Descriptive analysis

The descriptive analysis indicates that the respondents of the sample, are generally
optimistic for the perceived
usefulness and the perceived ease of use for the Internet purchase intention. Self-
efficacy seems to be slightly lower
the PU and EOU, while perceived enjoyment, risk and subjective norms are much lower
5.4. Pearson analysis
The Pearson correlation in the following table, indicates that all variables are related to
each other apart from the
PE variable

The major concern however, is if the variables have the influence we have
hypothesized. Multiple regression
analysis was used in order to assess the results. The analyses indicated that perceived
Risk (H1) has a negative
impact upon the intention to shop on-line (􀈕=-0,197) as it was hypothesized. Perceived
usefulness (H2) was found to
be the strongest predictor for the intention (􀈕=0,381), followed by self-efficacy (H6)
which is the second strongest
predictor (􀈕=0,319).Perceived ease of use (H3) was found as a slightly lower predictor
(􀈕=0,156). On the other hand
perceived enjoyment (H4) and subjective norms (H5) indicated only a partial support on
our hypotheses (􀈕=0,076
􀈕=0,014). Moreover, all six hypotheses, managed to explain 54% in the Internet
shopping intention variance
 Conclusions and Implications
6.1. Discussion and Conclusions
Perceived usefulness (PU), was found to be the most important factor which may
influence the Internet shopping
intention. Customers are mostly influenced by the usefulness of the products instead of
its ease of use, and this study
validates that. However results may be different depending on the type of the products
which is going to be
purchased.
Self efficacy was found to have a positive association with the Internet shopping
intention and one of the
strongest one’s.
Perceived ease of use (EOU) had a positive impact to the Internet shopping intention,
but not so high like the
usefulness predictor. This can be explained that new technologies which help and are
easily manipulated nowadays
from users, seems not to include the Internet shopping because it is not yet free from
effort. Examples like bad
design interfaces, bad interaction with the user, information which was outdated, search
engines and difficult order
procedures may all contribute to the intention of the customer.
Perceived enjoyment (PE) and subjective norms (SN) are also positively associated
with the intention but in a
partial way. Consumer’s whose shopping habits are better served by the conventional
shopping, seem not to
embrace the on-line shopping environment that easy. However they explore various
ways to reduce the consuming
of time from activities like shopping and they tend to give at least one chance on the
Internet shopping.
Lastly, perceived risk (PR) is negatively associated with the intention. Even now that the
technology acceptance
for the Internet services have been so widely accepted, there is uncertainty in the
majority of the customer’s about
the willingness to adopt in e-commerce.
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