Since the late 1990s, online shopping has taken off as an increasing number of consumers purchase increasingly diversified products on the Internet. Given that how to attract and retain consumers is critical to the success of online retailers, research on the antecedents of consumer acceptance of online shopping has attracted widespread attention. There has yet to be a holistic view of online shopping acceptance from the perspective of consumers. In this research, we conducted an extensive survey of extant related studies and synthesized their findings into a reference model called OSAM (Online Shopping Acceptance Model) to explain consumer acceptance of online shopping. Our literature survey reveals that a myriad of factors have been examined in the context of online shopping and mixed results on those factors have been reported. The proposed model helps reconcile conflicting findings, discover recent trends in this line of research, and shed light on future research directions.

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Online shopping acceptance model — a critical survey of consumer factors in online shopping

Exploring factors affecting the adoption of mobile commerce in Singapore

This article explores the relationships between innate consumer innovativeness, personal characteristics, and new-product adoption behavior. To do this, the authors analyze cross-sectional data from a household panel using a structural equation modeling approach. They also test for potential moderating effects using a two-stage least square estimation procedure. They find that the personal characteristics of age and income are stronger predictors of new-product ownership in the consumer electronics category than innate consumer innovativeness as a generalized personality trait. The authors also find that personal characteristics neither influence innate consumer innovativeness nor moderate the relationship between innate consumer innovativeness and new-product adoption behavior.

An Empirical Study of Innate Consumer Innovativeness, Personal Characteristics, and New-Product Adoption Behavior

Literature derived reference models for the adoption of online shopping

Purpose – This research study aims to examine the practicality and application of a customer‐based brand equity model, based on Aaker's well‐known conceptual framework of brand equity.Design/methodology/approach – The study employed structural equation modelling to investigate the causal relationships between the dimensions of brand equity and brand equity itself. It specifically measured the way in which consumers’ perceptions of the dimensions of brand equity affected the overall brand equity evaluations. Data were collected from a sample of university students in Turkey.Findings – The study concludes that brand loyalty is the most influential dimension of brand equity. Weak support is found for the brand awareness and perceived quality dimensions.Research limitations/implications – While it is acknowledged that student samples are normally an unreliable basis for conclusions and predictions to be applied to consumers in general, it is considered that they were an appropriate group for this study, given...

Determinants of the brand equity: A verification approach in the beverage industry in Turkey

The projected sales potential for Internet commerce indicates that businesses must understand those consumer characteristics that will influence consumer adoption of this medium for shopping. An empirical study conducted here (n = 403) investigates the extent to which open‐processing (more general innovativeness) and domain‐specific innovativeness explain the conditions under which consumers move from general Internet usage to a product purchase via the Internet. The results of our study find that generally higher amounts of Internet use (for non‐shopping activities) are associated with an increased amount of Internet product purchases. Importantly, however, this relationship is moderated by domain‐specific but not general innovativeness. Implications for business practice and academic research are provided.

Adoption of Internet shopping: the role of consumer innovativeness

Relating Consumer-Based Sources of Brand Equity to Market Outcomes

INTRODUCTION Tools for planning research efforts, and collecting and analyzing qualitative data are limited in marketing research. Two problems arise from this limitation. First, plans for collecting data are often under- or improperly-focused because the objectives of the research effort are not clearly specified. Second, researchers are often left with unstructured processes for analyzing the data generated from interviews or focus groups. Thus, tools that can help marketing researchers to plan their research efforts, and help to structure and analyze qualitative data, would be useful. This paper introduces several such tools from the discipline of total quality management. These tools are useful in the planning of marketing research, as well as in the collection, organization, and analysis of qualitative marketing research data. First, we outline a potential gap in the marketing researcher's capability to analyze verbal data. Next, we introduce tools for addressing this gap, and describe the purpose(s) for which each tool can be applied in a marketing research context. The third and final section of the paper discusses how the tools can be combined to provide more thorough planning and even richer insight into collected data. 1

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Using total quality tools for marketing research: a qualitative approach for collecting, organizing, and analyzing verbal response data

Recently, marketers have increased their research budgets and used many methods to capture the “voice of the customer”. Yet surveys, which are used regularly in marketing research, are still tainted by nonresponse rates despite efforts to reduce them. We study overnight delivery (OD) as a survey method for reducing nonresponse. Precontact, a commonly used survey practice, is also considered. Three primary results emerge: (1) overall, OD increases response rates, but increases response times; (2) similarly, precontact increases response rates, although it generates increased response times; and (3) OD combined with precontact provides the greatest rate of response.

Steven N. Silverman

Papers

Adoption of Internet shopping: the role of consumer innovativeness

Relating Consumer-Based Sources of Brand Equity to Market Outcomes

Using total quality tools for marketing research: a qualitative approach for collecting, organizing, and analyzing verbal response data

Absolutely, Positively Hearing the Voice of the Customer: Exploring Overnight Delivery in Survey Research