Академический Документы
Профессиональный Документы
Культура Документы
Abstract
Though value has received significant attention in the marketing literature in recent years, research on the concept has been somewhat limited in
the context of online shopping, particularly in regards to empirical hypothesis testing. This paper examines the relevancy of value dimensions for
online shopping and the relationship between value dimensions, preference towards the Internet retailer, and intentions. Findings from the large-scale
study indicate that utilitarian value is more strongly related than hedonic value to preference towards the Internet retailer and intentions and that
shopping frequency can play a moderating role. The paper concludes with a discussion of limitations and managerial implications.
2006 Elsevier Inc. All rights reserved.
found that the most important perceived benefit of Internet indicate the degree to which each statement was characteristic of
shopping was convenience. Similarly, Vijayasarathy and Jones their thoughts and feelings and the way they interact online. The
(2000) found price to be particularly important for Internet survey was implemented over several months and resulted in
shopping. If confirmed, such a finding would be particularly 817 usable responses. All items were measured on a 7-point
noteworthy as it would contrast with in-store shopping research. Likert scale, ranging from strongly disagree to strongly
agree. A profile of the sample is in Table 1. The respondents
Hypothesis 3. Consumer judgments of utilitarian value of an
were generally highly educated, relatively affluent, and
Internet retailer are more strongly related to preference towards
experienced with the Internet. This profile is comparable to
the Internet retailer than are consumer judgments of hedonic
typical Internet users identified in the literature (see Swinyard
value.
and Smith, 2003).
In addition to the hypothesized direct relationships, we assert 4.1. Confirmatory factor analysis
that shopping frequency is likely to serve as a moderator of the
influence of value upon preference and intentions. For example, Following procedures recommended by Anderson and
Evans et al. (2001) found that experienced Internet users were Gerbing (1988), we conducted two analysis phases. First, we
more likely to participate in virtual communities for informa- tested the overall fit of the hypothesized model. As evident in
tional reasons, whereas novice users were more likely to par- Table 2, the overall fit was acceptable with a goodness-of-fit
ticipate for social interaction. Liang and Huang (1998) found index (GFI) 0.909, a comparative fit index (CFI) of 0.934, no
that consumers' prior experience actually moderated the effect of standardized residuals over 2.0, and a Chi-square of 634.313
value considerations upon consumer acceptance of electronic (100 df, p = 0.000). We then examined the adequacy of each
shopping. Given these findings, we propose that consumer
experience is likely to moderate the influence of specific value
dimensions upon preference.
Table 1
Hypothesis 4. Shopping frequency moderates the influence of Sample profile
specific value dimensions upon preference towards the Internet
Frequency % Frequency %
retailer and future intentions:
Gender Race
Female 263 32.2% White 744 91.1%
(a) Utilitarian value is more strongly related to preference Male 554 67.8% Other 57 6.9%
towards the Internet retailer for frequent shoppers than for Not say 16 2.0%
infrequent shoppers. 817 100% 817 100%
(b) Hedonic value is more strongly related to preference Age Education
Under 20 21 2.6% High school or less 33 4.0%
towards the Internet retailer for infrequent shoppers than
2130 236 28.9% Vocational/technology 25 3.1%
for frequent shoppers. 3140 226 27.7% Some college 217 26.6%
4150 188 23.0% Bachelor's degree 299 36.6%
5060 105 12.9% Master's degree 175 21.4%
3. Methodology 6070 27 3.3% Doctoral Degree 39 4.8%
Over 70 7 0.9% Professional 24 2.9%
3.1. Data collection and measures Not Say 7 0.9% Other 5 0.6%
817 100% 817 100%
Income Marital status
The value scales in this study were developed from previous
Less than $10,000 15 1.8% Married 426 52.1%
published research (c.f., Babin and Darden, 1995; Catalog $10,000$19,000 28 3.4% Single 247 30.2%
Coalition, 1993; Hirschman, 1986; Maddox, 1982; Unger and $20,000$29,000 49 6.0% Divorced 59 7.2%
Kernan, 1983; Zeithaml, 1988) and were refined through expert $30,000$39,000 91 11.1% Separated 7 0.9%
review and pretesting using a small number of shopping experts $40,000$49,000 88 10.8% Widowed 12 1.5%
$50,000$74,000 189 23.1% Other 57 7.0%
(see Mathwick et al., 2001 for the procedures). Once refined,
$75,000$99,000 118 14.4% Not say 9 1.1%
the final instrument was collected using an online survey Over $100,000 130 15.9%
(Graphics Visualization and Usability Center, 1998). With an Not Say 109 13.3%
offer of cash prizes to selected participants, respondents were 817 100% 817 100%
recruited via numerous Internet related newsgroups, special Years on the Internet Comfortable with the Internet
Under 6 months 15 1.8% Very Comfortable 729 89.2%
pointers by Yahoo!, MindSpring and DoubleClick, announce-
612 months 36 4.4% Somewhat Comfortable 80 9.8%
ments made to the www-surveying mailing list, and the popular 13 years 231 28.3% Neither 6 0.7%
media. 46 years 333 40.8% Somewhat 1 0.1%
Visitors to the survey website were instructed to complete the Uncomfortable
survey in terms of an Internet retailer from which they had Over 7 years 202 24.7% Very Uncomfortable 1 0.1%
817 100% 817 100%
recently shopped and purchased. They were then instructed to
J.W. Overby, E.-J. Lee / Journal of Business Research 59 (2006) 11601166 1163
Finally, most of the respondents in this study responded in Cowles DL, Kiecker P, Little MW. Using key informant insights as a foundation
terms of online retailers of books, music, and electronics. Future for e-tailing theory development. J Bus Res 2002;55(8):62936.
Crockett RO. Keep em coming back. Bus Week 2000;3681:EB20 [May 15].
research should examine which products or services are marketed Cronin JJ, Brady MK, Hult TM. Assessing the effects of quality, value, and
most successfully via the Internet. For example, some researchers customer satisfaction on consumer behavioral intentions in service
have argued that the current state of Internet technologies pre- environments. J Retail 2000;76(2):193205.
cludes the delivery of the sensory aspects of shopping, such as Darden WR, Reynolds FD. Shopping orientations and product usage rates.
J Mark Res 1971;8:5058 [November].
taste, smell, and touch (e.g., Stewart and Zhao, 2000). Re-
Dick AS, Basu K. Customer loyalty: toward an integrated conceptual
searchers should also examine ways to either overcome such framework. J Acad Mark Sci 1994;22(2):99113.
disadvantages with existing technology or enable the Internet to Dillman DA, Bowker DK. The web questionnaire challenge to survey
actually provide such sensory experiences, particularly for prod- methodologists. In: Reips UD, Bosnjak M, editors. Dimensions of internet
ucts such as perfume, cosmetics, fabric, and fresh foods. science. Lengerich: Pabst Science Publishers; 2001. p. 15978.
In conclusion, this research demonstrates that online shop- Dodds WB, Monroe KB, Grewal D, 1991. Effects of price, brand and store
information on buyers' product evaluations. J Mark Res 2001;28
pers are motivated by multiple types of value, including util- (August):30719.
itarian and hedonic value. It must be emphasized that the Erdem T, Swait J. Brand equity as a signaling phenomenon. J Consum Psychol
subjects in this study were shoppers who also had purchased. In 1998;7:13157 [April].
reality, many online shoppers do not purchase, and one likely Evans M, Wedande W, Ralston L, van t'Hul S. Consumer interaction in the
reason for this situation may be that many Internet retailers virtual era: some qualitative insights. Qual Mark Res 2001;4(3):1509.
Fishbein M, Stasson M. The role of desires, self-predictions, and perceived
simply have not found a way to create superior value for shop- control in the prediction of training session attendance. J Appl Soc Psychol
pers that visit their websites. Obviously, the potential is great, 1990;20(3):17398.
and to realize this potential, it is necessary for Internet retailers to Flint DJ, Woodruff RB, Gardial SF. Exploring the phenomenon of customers'
determine the core value sought by e-customers and excel in that desired value change in a business-to-business context. J Mark 2002;66
core value delivery. (4):10217.
Fornell C, Larker DF. Evaluating structural equation models with unobservable
variables and measurement error. J Mark Res 1981;18:3950 [February].
Acknowledgement Graphics Visualization and Usability Center [homepage on the Internet].
Atlanta, GA: College of Computing, Georgia Institute of Technology; [cited
The authors wish to thank the Georgia Tech Research Cor- 2005 Aug 8]. The GVU Center's 10th WWW User Survey. Available from:
poration and the Graphic, Visualization, and Usability Center http://www.gvu.gatech.edu/user_surveys/survey-1998-10/.
Grewal D, Monroe KB, Krishnan R. The effect of price-comparison advertising
(GVU) for generously providing the data set for usage in this study. on buyers' perception of acquisition value, transaction value, and behavioral
intentions. J Mark 1998;62:4659 [April].
References Grewal D, Gopalkrishnan RI, Krishnan R, Sharma A. The Internet and the price-
value-loyalty chain. J Bus Res 2003;56(5):3918.
Alpert SR, Karat J, Karat C-M, Brodie C, Vergo JG. User attitudes regarding a Gurley JW. The one Internet metric that really matters. Fortune 2000;141:392
user-adaptive eCommerce web site. User Model. User-Adapt. Interact. [March 6].
2003;13(4):37396. Hirschman EC. The effect of verbal and pictorial advertising stimuli on aesthetics,
Anderson JC, Gerbing DW. Structural equation modeling in practice: a review utilitarian, and familiarity perceptions. J Advert 1986;15(2):2734.
and recommended two-step approach. Psychol Bull 1988;103:41123. Hoffman DL, Novak TP. Marketing in hypermedia computer-mediated
Andreassen TW, Lindestad B. Customer loyalty and complex services: the environments: conceptual foundations. J Mark 1996;60:5068 [July].
significance of quality, image and satisfaction on customer loyalty. Int J Serv Holbrook MB. The nature of customer value: an axiology of service in the
Ind Manag 1998;9(1):723. consumption experience. In: Oliver Richard Rust Roland T, editor. Service
Babin BJ, Attaway JS. Atmospheric affect as a tool for creating value and quality: new directions in theory and practice. London: Sage Publications;
gaining share of customer. J Bus Res 2000;49:919 [Special Issue]. 1994. p. 2171.
Babin BJ, Darden WR. Consumer Self-Regulation in a Retail Environment. J Retail Igbaria M, Schiffman SJ, Wieckowski TJ. The respective roles of perceived
1995;71(1):4770. usefulness and perceived fun in the acceptance of microcomputer
Babin BJ, Darden WR, Griffin M. Work and/or fun: measuring hedonic and technology. Behav Inf Technol 1994;13(6):34961.
utilitarian shopping value. J Consum Res 1994;20:64456 [March]. Jacoby J, Kaplan LB. The components of perceived risk. Proceedings of the third
Bagozzi RP. The self-regulation of attitudes, intentions, and behavior. Soc annual conference, association for consumer research; 1972. p. 38293.
Psychol Q 1992;55(2):178204. Jarvenpaa SL, Todd PA. Consumer reactions to electronic shopping on the
Bagozzi RP, Dholakia U. Goal setting and goal striving in consumer behavior. World Wide Web. Int J Electron Commer 1997;1(2):5988 [Winter].
J Mark 1999;63:1932 [Special Issue]. Kaplan LB, Szybillo GJ, Jacoby J. Components of perceived risk in product
Batra R, Ahtola O. Measuring the hedonic and utilitarian sources of consumer purchase: a cross-validation. J Appl Psychol 1974;59:28791.
attitudes. Mark Lett 1991;2(2):15970. Kim Y-K. Consumer value: an application to mall and Internet shopping. Int J
Bolton RN, Drew JH. A multistage model of customers' assessments of service Retail Distrib Manag 2002;30(11/12):595604.
quality and value. J Consum Res 1991;17(4):37584. Klassen RD, Jacobs J. Experimental comparison of web, electronic and mail
Burke K. Creating a compelling online experience. Cat Age 1999;16:109 [August]. survey technologies in operations management. J Oper Manag 2001;19
Burke RR. Do you see what I see? The future of virtual shopping. J Acad Mark (6):71328.
Sci 1997;25:35260 [Fall]. Korgaonkar P, Wolin L. A multivariate analysis of Web usage. J Advert Res
Catalog Coalition Research Project. The. A commercial research project 1999;39(2):5368.
sponsored by a consortium of catalog retailers lead by Sears shop at home Liang TP, Huang JS. An empirical study on consumer acceptance of products in
services. Hoffman Estates (IL); 1993. electronic markets: a transaction cost model. Decis Support Syst 1998;24
Clayton RL, Werking GS. Using e-mail/world wide web for establishment (1):2943.
survey data collection. Proceedings of the section on survey methods. Maddox RN. The structure of consumers' satisfaction: cross-product compar-
Washington, D.C.: American Statistical Association; 1995. p. 52732. isons. J Acad Mark Sci 1982;10:3753 [Winter].
1166 J.W. Overby, E.-J. Lee / Journal of Business Research 59 (2006) 11601166
Mathwick C, Malhotra N, Rigdon E. Experiential value: conceptualization, Sinha I, DeSarbo WS. An integrated approach toward the spatial modeling of
measurement, and application in the catalog and Internet shopping perceived customer value. J Mark Res 1998;25(2):23649.
environment. J Retail 2001;77:3956. Stewart DW, Zhao Q. Internet marketing, business models, and public policy.
Mitchell A. Why old retail model won't work on the Net. Mark Week 2000;23 J Public Policy Mark 2000;19(2):28796.
(17):367. Swinyard WR, Smith SM. Why people (don't) shop online: a lifestyle study of
Mundorf N, Bryant J. Realizing the social and commercial potential of the Internet consumer. Psychol Mark 2003;20(7):56797.
integrative technologies. J Bus Res 2002;55(8):66570. Teo T. Demographic and motivation variables associated with Internet usage
Overby JW, Gardial SF, Woodruff RB. French versus American consumers' activities. Internet Res 2001;11(2):12537.
attachment of value to a product in a common consumption context: a cross- Unger LS, Kernan JB. On the measuring of leisure: an investigation of some
national comparison. J Acad Mark Sci 2004;32:43760 [Fall]. determinants of the subjective experience. J Consum Res 1983;9:38191
Pritchard MP, Havitz ME, Howard DR. Analyzing the commitment-loyalty link [March].
in service contexts. J Acad Mark Sci 1999;27(3):33348. Vijayasarathy LR, Jones JM. Print and Internet catalog shopping: assessing
Rewick J. Clinching the Holiday E-Sale some 65% of online shoppers bolt at attitudes and intentions. J Internet Res 2000;10(3):191202.
the checkout point; e-tailers try to keep them. Wall St J 2000:B1 [October 9]. Weiser EB. Gender differences in Internet use patterns and Internet application
Roest H, Pieters R. The nomological net of perceived service quality. Int J Serv preferences: a two-sample comparison. Cyberpsychol Behav 2000;3
Ind Manag 1997;8(4):33651. (2):16777.
Sheth JN. An integrative theory of patronage preference and behavior. In: Woodruff RB. Customer value: the next source for competitive advantage.
Darden WR, Lusch RF, editors. Patronage behavior and retail management. J Acad Mark Sci 1997;25:13953 [Spring].
New York: Elsevier Science Publishing Co.; 1983. p. 928. Zeithaml VA. Consumer perceptions of price, quality and value: a means-end
Shop.org. [homepage on the Internet]. Washington, D.C.: National Retail model and synthesis of evidence. J Mark 1988;52:2-22 [July].
Federation; [cited 2004 Aug 7]. The State of Retailing Online 6.0. Available
from: http://www.shop.org/research/reports.asp.