Maximizing Tendency, Purchase Involvement, and Perceptions of Online Bookstores
1
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
This paper investigates the effects of the maximizing tendency (i.e., individual differences in pursuing the best option) on purchase involvement and the perceptions of Web sites. By using survey data collected from South Korea and the United States, we analyze the differences in purchase involvement, perceptions of Web sites, and intention to use between satisficers (those with low maximizing tendency) and maximizers (those with high maximizing tendency). In both samples, maximizers show higher purchase involvement than their counterparts. While the perceptions of usefulness and ease of use are significantly different between the two groups in the United States sample, we do not confirm the same pattern in the South Korean sample. We conclude with a discussion of the results and implications.
Abstract
This paper investigates the effects of the maximizing tendency (i.e., individual differences in pursuing the best option) on purchase involvement and the perceptions of Web sites. By using survey data collected from South Korea and the United States, we analyze the differences in purchase involvement, perceptions of Web sites, and intention to use between satisficers (those with low maximizing tendency) and maximizers (those with high maximizing tendency). In both samples, maximizers show higher purchase involvement than their counterparts. While the perceptions of usefulness and ease of use are significantly different between the two groups in the United States sample, we do not confirm the same pattern in the South Korean sample. We conclude with a discussion of the results and implications.
참고문헌 (31)
- Ajzen, Icek, "Understanding Attitudes and Predicting Social Behavior" (1980), New Jersey: Prentice-Hall
- Chiang, Kuan-Pin, "Factors Driving Consumer Intention to Shop Online: An Empirical Investigation", Journal of Consumer Psychology, 13(1), pp.177~183 (2003)
- Danaher, Peter J., "Factors Affecting Web Site Visit Duration: A Cross-Domain Analysis", Journal of Marketing Research, 43(2), pp.182~194 (2006)
- Dar-Nimrod, Ilan, "The Maximization Paradox: The Costs of Seeking Alternatives", Personality and Individual Differences, 45(5), pp.631~635 (2009)
- Davis, Fred D., "Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology", MIS Quarterly, 13(3), pp.319~340 (1989)
- Davis, Fred D., "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models", Management Science, 35(8), pp.982~1003 (1989)
- Fishbein, Martin, "Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research" (1975), Reading: Addison-Wesley
- Gefen, David, "Trust and TAM in Online Shopping: An Integrated Model", MIS Quarterly, 27(1), pp.51~90 (2003)
- 한상린, "E-Trust의 선행요인과 결과요인 간의 구조적 관계에 관한 연구", Journal of Global Scholars of Marketing Science(마케팅과학연구), 17(1), pp.101~122 (2007), 한국마케팅과학회
- Iyengar, Sheena S., "Doing Better But Feeling Worse: Looking for the Best Job Undermines Satisfaction", Psychological Science, 17(2), pp.143~150 (2006)
- 장형유, "인터넷 쇼핑몰의 유형에 따른 고객만족, 고객신뢰, 고객애호도의 구조적 관계에 관한 비교연구", Journal of Global Scholars of Marketing Science(마케팅과학연구), 17(1), pp.23~49 (2007), 한국마케팅과학회
- Jarvenpaa, Sirkka. L., "Is There a Future for Retailing on the Internet? in Electronic Marketing and the Consumer" (1997), Thousand Oaks: Sage
- Eun Young Kim, "The Effect of E-SERVQUAL on e-Loyalty for Apparel Online Shopping", Journal of Global Scholars of Marketing Science(마케팅과학연구), 19(4), pp.57~65 (2009), 한국마케팅과학회
- Koçaş, Cenk, "Segmented Switchers and Retailer Pricing Strategies", Journal of Marketing, 72(3), pp.124~142 (2008)
- Lian, Jiunn-Woei, "Effects of Consumer Characteristics on Their Acceptance of Online Shopping: Comparisons among Different Product Types", Computers in Human Behavior, 24(1), pp.48~65 (2008)
- Mittal, Banwari, "Measuring Purchase-Decision Involvement", Psychology and Marketing, 6(2), pp.147~162 (1989)
- Mittal, Banwari, "A Comparative Analysis of Four Scales of Consumer Involvement", Psychology and Marketing, 12(7), pp.663~682 (1995)
- Nunnally, Jum C., "Psychometric Theory" (1978), New York: McGraw-Hill
- Parker, Andrew M., "Maximizers versus Satisficers: Decision-Making Styles, Competence, and Outcomes", Judgment and Decision Making, 2(6), pp.342~350 (2007)
- Polman, Evan, "Why Are Maximizers Less Happy than Satisficers? Because They Maximize Positive and Negative Outcomes", Journal of Behavioral Decision Making, 23(2), pp.179~190 (2010)
- Reichheld, Frederrick F., "E-loyalty: Your Secret Weapon on the Web", Harvard Business Review, 78(4), pp.105~113 (2000)
- Schlosser, Ann E., "Converting Web Site Visitors Into Buyers: How Web Site Investment Increases Consumer Trusting Beliefs and Online Purchase Intentions", Journal of Marketing, 70(2), pp.133~148 (2006)
- Schwartz, Barry, "Maximizing versus Satisficing: Happiness is a Matter of Choice", Journal of Personality and Social Psychology, 83(5), pp.1178~1197 (2002)
- Simon, Herbert A., "A Behavioral Model of Rational Choice", Quarterly Journal of Economics, 69(1), pp.99~118 (1955)
- Simon, Herbert A., "Rational Choice and The Structure of The Environment", Psychological Review, 63(2), pp.129~138 (1956)
- Sismeiro, Catarina, "Modeling Purchase Behavior at an E-commerce Web Site: A Task-completion Approach", Journal of Marketing Research, 41(3), pp.306~323 (2004)
- Song, Ji Hee, "Determinants of Perceived Web Site Interactivity", Journal of Marketing, 72(2), pp.99~113 (2008)
- Tsiros, Michael, "Regret: A Model of Its Antecedents and Consequences in Consumer Decision Making", Journal of Consumer Research, 26(4), pp.401~417 (2000)
- Wu, Jen-Her, "What Drives Mobile Commerce? An Empirical Evaluation of the Revised Technology Acceptance Model", Information and Management, 42(5), pp.719~729 (2005)
- Yang, Mu-Li, "Looking Online for the Best Romantic Partner Reduces Decision Quality: The Moderating Role of Choice-making Strategies", Cyberpsychology, Behavior, and Social Networking, 13(2), pp.207~210 (2010)
- Zeelenberg, Marcel, "A theory of Regret Regulation 1.0", Journal of Consumer Psychology, 17(1), pp.3~18 (2007)