کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1018702 1482852 2010 8 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Customer behavior in electronic commerce: The moderating effect of e-purchasing experience
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
پیش نمایش صفحه اول مقاله
Customer behavior in electronic commerce: The moderating effect of e-purchasing experience
چکیده انگلیسی

This study analyzes the perceptions which induce customers to purchase over the Internet, testing the moderating effect of e-purchasing experience. We distinguish between two groups: (1) potential e-customers, who are considering making their first e-purchase, and (2) experienced e-customers, who have made at least one e-purchase and are thinking about continuing to do so. The perceptions that induce individuals to purchase online for the first time may not be the same as those that produce repurchasing behavior. Our findings demonstrate that customer behavior does not remain stable because the experience acquired from past e-purchases means that perceptions evolve. The relationships between perceptions of e-commerce change with purchasing experience, whilst the influence of Internet experience is stable for all users. The implications are especially interesting for e-commerce providers whose business models depend on e-customer behavior.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 63, Issues 9–10, September–October 2010, Pages 964–971
نویسندگان
, , ,