Elements and Effects of Online-Shopping for Sustainable E-Business: Experimental Research of Online-Shopping Malls
Keywords:
consumer behavior, online shopping mall, perceived value, website designs, online shopping intentionAbstract
The rise of the internet has seen a rise in electronic (online) business. This research aims to explore how retailers can improve their shopping processes and thus contribute to the sustainability of their e-business. Hence, we have developed a combined information system-consumer behaviour (IS-CB) online shopping model to investigate factors influencing online shopping. We tested the model with an online survey of 633 online shoppers and applied structural equation modeling (SEM) to match the differences. Factors that significantly impact the IS-CB model for online shopping include perceived value (PV), perceived risk (PR), social factors (SF), perceived ease of use (PEOU), perceived usefulness (PU), online shopping intention, trust, online shopping experience, actual online shopping purchases, entertainment gratification (EG), website irritation (WI), information design (ID), visual design (VD), and navigation design (ND). The study has theoretical and practical implications. Online shopping PV and trust can breed favourable perceptions and intention to shop online. Attractive websites result in higher trust and lower WI. Likewise, increased ID, ND and VD on online shopping websites decrease WI and increase trust. This research addresses gaps in prior studies regarding IS and CB and explains specific impacts of IS and CB constituents on online shopping acceptance and use. The unified IS-CB model captures consumer online shopping behaviour for a sustainable e-business.
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