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The Intended and Actual Adoption of Online Purchasing: A Brief Review of Recent Literature

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  • Cao, XinYu
  • Mokhtarian, Patricia L

Abstract

The rapid growth of e-commerce is imposing profound impacts on modern society. On the supply side, the emergence of e-commerce is greatly changing the operation behavior of some retailers and is increasing product internationalization due to its geographically unlimited nature. On the demand side, the pervasiveness of e-commerce affects how, where, and when consumers shop, and indirectly influences the way in which we live our lives. However, the development of e-commerce is still in an early stage, and why consumers choose (or do not choose) online purchasing is far from being completely understood. To better evaluate and anticipate those profound impacts of e-commerce, therefore, it is important to further refine our understanding of consumers' e-shopping behavior. A number of studies have investigated e-shopping behavior, and reviewing them is valuable for further improving our understanding. This report aims to summarize previous e-shopping research in a systematic way. In this review, we are interested primarily in the potential benefits and costs that the internet offers for the business-to-consumer segment of e-commerce in the transaction (purchase) channel. An overview of the 65 empirical studies analyzed in this report is provided in the Appendix. Most previous studies fall into one or more of several theoretical frameworks, including the theory of reasoned action, the theory of planned behavior, the technology acceptance model, transaction cost theory, innovation diffusion theory, and others. Among them, social psychological theories (the theory of reasoned action, the theory of planned behavior, the technology acceptance model) were widely applied. As shown in the applications of different theories, e-shopping behavior is not a simple decision process, and thus an integration of various theories is necessary to deal with its complexities. We suggest synthesizing these theories through the development of a comprehensive list of benefits and costs, using ea
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  • Cao, XinYu & Mokhtarian, Patricia L, 2005. "The Intended and Actual Adoption of Online Purchasing: A Brief Review of Recent Literature," Institute of Transportation Studies, Working Paper Series qt095934s0, Institute of Transportation Studies, UC Davis.
    • Handle: RePEc:cdl:itsdav:qt095934s0
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    References listed on IDEAS

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    1. Choi, Jayoung & Geistfeld, Loren V., 2004. "A cross-cultural investigation of consumer e-shopping adoption," Journal of Economic Psychology, Elsevier, vol. 25(6), pages 821-838, December.
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    Cited by:

    1. Pérez-Hernández, Javier & Sánchez-Mangas, Rocío, 2011. "To have or not to have Internet at home: Implications for online shopping," Information Economics and Policy, Elsevier, vol. 23(3), pages 213-226.
    2. Clemes, Michael D. & Gan, Christopher & Zhang, Junli, 2014. "An empirical analysis of online shopping adoption in Beijing, China," Journal of Retailing and Consumer Services, Elsevier, vol. 21(3), pages 364-375.
    3. Tang, Wei & Mokhtarian, Patricia L, 2009. "Accounting for Taste Heterogeneity in Purchase Channel Intention Modeling: An Example from Northern California for Book Purchases," Institute of Transportation Studies, Working Paper Series qt9mg5s5g8, Institute of Transportation Studies, UC Davis.
    4. Pengyu Zhu & Liping Wang & Yanpeng Jiang & Jiangping Zhou, 2018. "Metropolitan size and the impacts of telecommuting on personal travel," Transportation, Springer, vol. 45(2), pages 385-414, March.
    5. Ory, David T & Mokhtarian, Patricia L, 2007. "Description of a Northern California Shopping Survey Data Collection Effort," Institute of Transportation Studies, Working Paper Series qt7k9413nw, Institute of Transportation Studies, UC Davis.
    6. Martin Dijst & Sendy Farag & Tim Schwanen, 2008. "A Comparative Study of Attitude Theory and other Theoretical Models for Understanding Travel Behaviour," Environment and Planning A, , vol. 40(4), pages 831-847, April.
    7. Yue-Teng Wong, 2013. "Personal Characteristics and Hedonic Shopping Orientation on Apparel Adult Shoppers’ Repatronage Behavioral Intention," Journal of Economics and Behavioral Studies, AMH International, vol. 5(8), pages 505-510.
    8. Patricia L. Mokhtarian & Wei (Laura) Tang, 2013. "Trivariate probit models of pre-purchase/purchase shopping channel choice: clothing purchases in Northern California," Chapters, in: Stephane Hess & Andrew Daly (ed.), Choice Modelling, chapter 12, pages 243-273, Edward Elgar Publishing.
    9. Punj, Girish, 2011. "Effect of Consumer Beliefs on Online Purchase Behavior: The Influence of Demographic Characteristics and Consumption Values," Journal of Interactive Marketing, Elsevier, vol. 25(3), pages 134-144.
    10. Xinyu Cao & Zhiyi Xu & Frank Douma, 2012. "The interactions between e-shopping and traditional in-store shopping: an application of structural equations model," Transportation, Springer, vol. 39(5), pages 957-974, September.
    11. Patricia L Mokhtarian & David T Ory & Xinyu Cao, 2009. "Shopping-Related Attitudes: A Factor and Cluster Analysis of Northern California Shoppers," Environment and Planning B, , vol. 36(2), pages 204-228, April.

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