Understanding online purchase intentions: contributions from technology and trust perspectives
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Understanding online purchase intentions: contributions from technology and trust perspectives Hans van der Heijden1, Tibert Verhagen1 and Marcel Creemers1 1
Department of Information Systems, Marketing, and Logistics, Faculty of Economics and Business Administration, Vrije Universiteit Amsterdam, Amsterdam, The Netherlands Correspondence: Hans van der Heijden, Department of Information Systems, Marketing, and Logistics, Faculty of Economics and Business Administration, Vrije Universiteit Amsterdam, De Boelelaan 1105, 1081 HV Amsterdam, The Netherlands. Tel: +31 20 444 6050; Fax: +31 20 444 6005; E-mail: [email protected]
Abstract This paper explores factors that influence consumer’s intentions to purchase online at an electronic commerce website. Specifically, we investigate online purchase intention using two different perspectives: a technology-oriented perspective and a trust-oriented perspective. We summarise and review the antecedents of online purchase intention that have been developed within these two perspectives. An empirical study in which the contributions of both perspectives are investigated is reported. We study the perceptions of 228 potential online shoppers regarding trust and technology and their attitudes and intentions to shop online at particular websites. In terms of relative contributions, we found that the trust-antecedent ‘perceived risk’ and the technology-antecedent ‘perceived ease-of-use’ directly influenced the attitude towards purchasing online. European Journal of Information Systems (2003) 12, 41–48. doi:10.1057/ palgrave.ejis.3000445
Introduction
Received: 12 July 2000 Revised: 20 August 2001 : 30 July 2002 Accepted: 15 October 2002
The research objective of this paper is to explore the factors that influence online purchase intentions in consumer markets. Firms operating in this segment sell their goods and services to consumers via a website. These online stores are important and sometimes highly visible representatives of the ‘new economy’, yet despite this, they do not enjoy much sound conceptual and empirical research (Hoffman & Novak, 1996; Alba et al., 1997). An increased understanding of online consumer behaviour can benefit them in their efforts to market and sell products online. We investigate consumers’ intentions to purchase products at online stores using two different perspectives: a technology-oriented perspective and a trust-oriented perspective. Technology and trust issues are highly relevant to online consumer behaviour, yet their inclusion in traditional consumer behaviour frameworks is limited. We discuss the contributions of each perspective to our understanding of online purchase intentions. We also present an empirical study that examines the contribution of each perspective by surveying 228 potential online shoppers. The paper is organised as follows. First, we deal with the theoretical background, paying attention to technology and trust-oriented perspectives of online consumer behaviour. The subsequent section deals with the empirical study. Next,
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