A Study on the Influence of Website Traits on Purchase Willingness in the Perspective of Innovation Diffusion Theory

Abstract:

Previous researches have indicated that the number of online shoppers in China has been experiencing a slow-down while the enthusiasm of e-commerce enterprises remains the same as before and online market competition has been fiercer. Therefore, to attract online shoppers and propel them to complete the transaction have become the key to success for e-commerce enterprises. Based on related literature research, this study explores deep into the relation between website traits and shoppers’ cognitive trust, enjoyment as well as their purchase willingness. Innovation Diffusion Theory, “S-O-R” Model and Structural Equation Model are also applied in this research. It is shown that website traits such as compatibility, complexity, observability and trialability, exert a positive effect on shoppers’ enjoyment and cognitive trust. What’s more, the influence enjoyment exerts on shoppers’ cognitive trust and purchase willingness as well as the effect cognitive trust has on purchase willingness turns out to be positive.

• Periodical: Applied Mechanics and Materials (Volumes 631-632)
• Pages: 1100-1105
• DOI: https://doi.org/10.4028/www.scientific.net/AMM.631-632.1100
• Online since: September 2014
• Authors: Lu Ming Yang, Jun Yan Zhang*, Yu Ting Li, Hai Bo Wan
• Keywords: Cognitive Trust, Enjoyment, Innovation Diffusion Theory, Purchase Willingness, Website Traits

References

[1] CNNIC. Annual Report on Chinese Online Retail Data of 2012 [R]. (2013).

[2] iClick. Annual Report on Chinese Online Market of 2013 [R]. (2013).

[3] Lewman(2000). Familiarity, Reliance, Trust: Problems and alternatives [J](In Chinese). Foreign Sociology. (3).

[4] Dwyer FR, Schurr P, Oh S. Developing buyer–seller relationships[J]. JMK. Vol 51 (1987): 11–27.

DOI: 10.1177/002224298705100202

[5] Anderson, Narus. A Model of Distributor Firm and Manufacturer Firm Working Partnerships [J]．Journal of Marketing. Vol 54 (1990): 42-58.

DOI: 10.1177/002224299005400103

[6] Morgan，Hunt．The Commitment-Trust Theory of Relationship Marketing [J]. Journal of Marketing. Vol 581 (1994): 20-38.

[7] Moorman C, Zaltman G, Deshpande R. Relationships between providers and users of market research: the dynamics of trust within and between organizations [J]. JMR. Vol 29(1992): 314–328.

DOI: 10.1177/002224379202900303

[8] Ganesan S. Determinants of long-term orientation in buyer–seller relationships [J]. JMK. Vol 58(1994): 1–19.

DOI: 10.1177/002224299405800201

[9] Jarvenpaa SL, Knoll K, Leidner D E. Is Anybody Out There? Antecedents of Trust in Global Virtual Teams[J]. Journal of Management Information Systems. Vol 14(4) (1998): 29–64.

DOI: 10.1080/07421222.1998.11518185

[10] David Gefen, Detmar W. Straub. Consumer trust in B2C e-Commerce and the importance of social presence: experiments in e-Products and e-Services[J]. Omega. Vol 32 (2004): 407–424.

DOI: 10.1016/j.omega.2004.01.006

[11] Sato, C. Subjectivity, Enjoyment, and Development: Preliminary Thoughts on a New Approach to Post development[J]. Rethinking Marxism. Vol 18(2006): 273–288.

DOI: 10.1080/08935690600578943

[12] Telfer, E. Happiness [M]. London: The Macmillan Press Ltd. (1980).

[13] Zhaolan Meng. Human Emotions(In Chinese) [M]. Shanghai people's Publishing House, (1989): P 23-42.

[14] Schwarz, Norbert; Clore, Gerald L. Mood. Misattribution and judgments of well-being: Informative And directive functions of affective states [J]. Journal of Personality and Social Psychology. Vol 45 (1983): 513-523.

DOI: 10.1037/0022-3514.45.3.513

[15] Yoo C，Park J，MacInnis D J. Effects of Store Characteristics and In-Store Emotional Experiences on Store Attitude[J]. Journal of Business Research. Vol 42 (1998).

DOI: 10.1016/s0148-2963(97)00122-7

[16] Janda, S., Trocchia, P.J., & Gwinner, K .P. Consumer perceptions of Internet retail service quality [J]. International Journal of Service Industry Management. Vol 13(2002): 412-431.

DOI: 10.1108/09564230210447913

[17] Mummalaneni. An Empirical Investigation of Web Site Characteristics, Consumer Emotional States and Online Shopping Behaviors [J]. Journal of Business Research. Vol 58(2005): 526-532.

DOI: 10.1016/s0148-2963(03)00143-7

[18] Gong-an Yao, Zheng Qin. Operation Mechanism of Company Reputation in Consumer Trust Establishment in BtoC Electronic Commerce [J]. Application of statistics and management. Vol 27(2008)：480-486.

[19] Rogers, E. Diffusion of innovations[M]. New York: Free Press. (2003).

[20] Motl, R. W., Berger, B. G. & Leuschen P. S. The Role of Enjoyment in the Exercise-Mood Relationship [J]. International Journal of Sport Psychology Vol 31(2000): 347–363.