Blanca Hernández

Age, gender and income: do they really moderate online shopping behaviour?

Purpose – The objective of this paper is to analyse whether individuals’ socioeconomic characteristics – age, gender and income – influence their online shopping behaviour. The individuals analysed are experienced e-shoppers i.e. individuals who often make purchases on the internet. Design/methodology/approach – The technology acceptance model was broadened to include previous use of the internet and perceived self-efficacy. The perceptions and behaviour of e-shoppers are based on their own experiences. The information obtained has been tested using causal and multi-sample analyses. Findings – The results show that socioeconomic variables moderate neither the influence of previous use of the internet nor the perceptions of e-commerce; in short, they do not condition the behaviour of the experienced e-shopper. Practical implications – The results obtained help to determine that once individuals attain the status of experienced e-shoppers their behaviour is similar, independently of their socioeconomic characteristics. The internet has become a marketplace suitable for all ages and incomes and both genders, and thus the prejudices linked to the advisability of selling certain products should be revised. Originality/value – Previous research related to the socioeconomic variables affecting e-commerce has been aimed at forecasting who is likely to make an initial online purchase. In contrast to the majority of existing studies, it is considered that the current development of the online environment should lead to analysis of a new kind of e-shopper (experienced purchaser), whose behaviour differs from that studied at the outset of this research field. The experience acquired with online shopping nullifies the importance of socioeconomic characteristics.

Key website factors in e-business strategy

The design of a quality website, as part of e-business strategy, has become a key element for success in the online market. This article analyzes the main factors that must be taken into account when designing a commercial website, concentrating on the Aceros de Hispania company and its business model. We have studied the features which determine website quality: accessibility, speed, navigability, content, and we have calculated the Web Assessment Index (WAI) proposed by Miranda and Bañegil [Miranda, F. J., & Bañegil, T. M. (2004). Quantitative evaluation of commercial websites: An empirical study of Spanish firms. International Journal of Information Management, 24(4), 313–328]. The results obtained provide several lessons which should be borne in mind when designing a commercial e-strategy. Firstly, it can be observed that Internet popularity and search engine positioning facilitate entry to practically inaccessible markets. Secondly, the navigability makes users feel comfortable and secure when browsing it, which increases the probability of a transaction being completed. Finally, the information provided on the website must be accurate, informative, updated and relevant to customers’ requirements. Like Aceros de Hispania, any company, thanks to the Internet, will be able to overcome the barriers which would impede its successful worldwide development in the offline market.

The impact of self-efficacy, ease of use and usefulness on e-purchasing: An analysis of experienced e-shoppers

0953-5438/

Adoption vs acceptance of e‐commerce: two different decisions

see front matter 2008 Elsevier B.V. A doi:10.1016/j.intcom.2008.11.001 * Corresponding author. Tel.: +34 976 761 000x494 E-mail addresses: bhernand@unizar.es (B. Hern (J. Jimenez), mjhoyos@unizar.es (M. Jose Martin The objective of the present research is to study the Internet purchasing behaviour of consumers who are experienced with the channel, employing a dual perspective for the analysis: (1) present e-purchasing behaviour and (2) future repurchasing behaviour measured through repurchasing intentions. On the basis of this approach, we attempt to understand the effect of perceived self-efficacy, ease of use and usefulness on both types of behaviour and the links between them. Furthermore, the research includes other variables related to Internet experience, extracted from models widely tested in the literature. These variables, namely, acceptance, frequency of use and satisfaction with the Internet, act as antecedents of e-purchasing behaviour and permit a deeper analysis of the consumer. The results obtained show that self-efficacy and usefulness are important perceptions in explaining the behaviour of experienced consumers, while ease of use does not have a significant influence. 2008 Elsevier B.V. All rights reserved.

Business management software in high‐tech firms: the case of the IT services sector

Purpose – The main objective of this paper is to compare the differences that exist between the adoption of e‐commerce by potential purchasers and the acceptance of the channel (re‐purchase decisions) by experienced e‐customers. Therefore, the paper seeks to test the influence of online shopping experience on electronic purchase decisions.Design/methodology/approach – The conceptual model, an extended technology acceptance model (TAM), is tested using structural equation modelling techniques. In addition, the variations that exist in e‐customer behaviour are checked using a multi‐sampling analysis.Findings – The findings show that the influence of self‐efficacy and usefulness increases as the consumer gains online shopping experience. The motivations that lead a potential e‐customer to make a purchase are not the same as those that influence an experienced customer. The paper demonstrates the evolution of customer behaviour and the need to differentiate the perceptions of consumers depending on their leve...

Business Acceptance of Information Technology: Expanding TAM Using Industry Sector and Technological Compatibility

Purpose – The aim of the paper is to analyse the acceptance of business management software by focusing on high‐tech firms dedicated to information technologies and belonging to the service sector (IT high‐tech firms).Design/methodology/approach – The authors have applied an extended technology acceptance model (TAM) which includes variables related to technological compatibility and web procurement. It has been tested through structural equation modelling.Findings – The results show that IT high‐tech firms must understand the interrelationships that exist between different information technologies (IT) and must, therefore, acquire technological know‐how. This technological knowledge permits firms to improve their perceptions of ease of use and usefulness, obtaining better results when computerising their management.Research limitations/implications – IT high‐tech firms must be aware that investment in a specific IT may affect the subsequent performance of other IT, due to the synergies derived from the a...

The impact of social media and offline influences on consumer behaviour. An analysis of the low-cost airline industry

This study analyzes current and future company use of various new business technologies, such as management software, employing a technology acceptance model (TAM) optimized by the inclusion of experience with other technologies (Internet, e-mail, EDI, Web procurement). Moreover, it examines whether relationships in the model change according to sectors to which companies belong, that is, if there exists a moderating effect of industry. The study applies two types of analyses: structural and multisample. The results show that technological compatibility, web procurement, perceived usefulness and perceived ease of use influence future use of business technologies. Companies should be aware that interrelationships exist among the various information technologies. Investment in a specific IT may facilitate the acceptance and subsequent performance of other applications. Furthermore, the “industry effect” modifies two important TAM relationships, and consequently it affects the company behavior regarding technology.

Customer behavior in electronic commerce: The moderating effect of e-purchasing experience

This study analyses the impact of social media as well as offline environments upon tourist online purchase and recommendation behaviour of low-cost airline services. Drawing on the Theory of Reasoned Action (TRA), this research considers the effect of offline social influences (interpersonal and external influences) and analyses online Consumer-to-Consumer (C2C) information exchanges as a driver of customer attitude towards online purchases. We propose that these factors improve online repurchase intentions and positive word-of-mouth communication (WOM and e-WOM) in low-cost settings. Using structural equation modelling, the conceptual model is tested with a sample of 441 Spanish Internet buyers of low-cost airline services. Interpersonal offline influences (e.g. friends, relatives, and family) have a significant effect on online repurchase intentions and WOM but do not affect e-WOM. External offline influences (e.g. media and experts), however, only affect consumer intentions to recommend future purchases of low-cost airline services on social networking travel sites and have no effect on online repurchase intentions or WOM. Findings also show that online C2C information exchanges influence attitude which, in turn, has a significant effect on repurchase intentions WOM and e-WOM.