رفتار خرید آنلاین: چشم انداز اقتصاد هزینه معامله
|کد مقاله||سال انتشار||تعداد صفحات مقاله انگلیسی||ترجمه فارسی|
|27448||2005||15 صفحه PDF||سفارش دهید|
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Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)
Journal : Omega, Volume 33, Issue 5, October 2005, Pages 451–465
Using a transaction cost economics perspective, this paper presents a model for understanding consumers' on-line buying behavior. An empirical study was conducted in Singapore to test the model. The results indicate that consumers' willingness to buy online is negatively associated with their perceived transaction cost, and perceived transaction cost is associated with uncertainty, dependability of online stores and buying frequency. When consumers perceive more dependability of online stores and less uncertainty in online shopping and have more online experiences, they are more likely to buy online. Implications of the results are discussed.
The Internet has developed into a dynamic virtual medium for selling and buying information, services and products. The phenomenal growth and rising popularity of the Internet and the World Wide Web (WWW) have attracted consumers and businesses to leverage the benefits and advantages brought on by new technology. The International Data Corporation (IDC) estimated that Internet users in Asia, excluding Japan, will increase from 94 million in 2001 to 291 million by 2006 . Nua.com  reported that the number of people online in the Asia/Pacific region has reached 187.24 million as of September 2002. The Internet exerts an increasingly strong influence on people's everyday life. The growth of interest in the Internet as a shopping and purchasing medium is fascinating for practitioners and researchers alike. Its rapid growth poses intriguing questions for academic research. Some researchers proposed that the consumer's own characteristics play an important role in his/her propensity to engage in Internet transactions  and . Steinfield and Whitten  suggested a greater chance for the combination of the Web plus physical presence to capture business than the Web-only presence because they can provide better pre-purchase and post-sales services to lower consumer transaction costs and build trust in Web stores. Others speculated on the critical role of trust in stimulating consumer purchases over the Internet ,  and . Brynjolfsson and Smith  pointed out that branding and trust remain important sources of heterogeneity among Internet retailers. As a new channel for marketing, the Web is capable of accommodating various kinds of products and services. However, online retailers revealed that people browse the Internet more for information than for buying online  and that they feel it is difficult to enjoy shopping online . Johnson  pointed out three barriers to online shopping, i.e. purchase failures, security fears, and service frustrations. Hoffman et al.  also highlighted that the reason more people have yet to shop online is due to a fundamental lack of faith existing among most businesses and consumers on the Web. This study examines online buying behavior using transaction cost theory. Specifically, we examine: (1) what factors are associated with transaction cost when considering purchasing something online?; and (2) to what extent does each factor affect transaction cost? Results from this study will help determine the applicability of the transaction cost economics (TCE) model in explaining consumers' online buying behavior. The objectives of this study are: 1. to explain consumer's online buying behavior from the perspective of TCE theory based on three dimensions, i.e., uncertainty, trust and buying frequency; 2. to verify the TCE model by analyzing field data obtained in Singapore; and 3. to examine whether the TCE model is valid for samples collected through two different sources (online ads and emails). In summary, this study extends previous research in the following ways. First, it expands on the list of antecedent variables affecting transaction cost. Second, previous research has traditionally involved Western samples. By collecting data from Singapore, this research examines the applicability of the TCE model in a non-Western context. Third, the TCE model is examined using data from two sources, thereby providing greater confidence in the results.
نتیجه گیری انگلیسی