A Theory-of-Planned-Behavior Perspective on B2C E-Commerce

A THEORY-OF-PLANNED-BEHAVIOR PERSPECTIVE ON B2C E-COMMERCE

Gopala "GG" Ganesh, University of North Texas, Denton, Texas, USA
Somjit Barat, Pennsylvania State University, Mont Alto, Pennsylvania, USA
ABSTRACT
This study shows how different shopping orientations influence customers' shopping criteria. Employing
the Theory of Planned Behavior, this study surveys 688 respondents. Our analysis resulted in five
shopping-orientation, and four shopping-criteria scales. The results suggest that customers who are 1.
'Local shopper' or 'technology' oriented, attach higher importance to the criteria of 'shopping environment'
and 'merchandise' 2. 'Local patronage' oriented attach higher importance to the 'shopping environment'
criterion and 3. 'Time-concern' oriented, attach higher importance to the 'convenience' criterion.
Keywords: E-commerce; B2C; Shopping Orientation; Shopping Criteria; Theory of Planned Behavior
1. INTRODUCTION
The current study investigates if and how the online customer's shopping orientation affects their
shopping criteria. We define business-to-business (B2C) e-commerce as the selling and purchasing of
goods, services and information between businesses and customers using the World Wide Web.
We analyze responses from 688 US online buyers. We measure customers' shopping orientations using
a39-item scale, categorized as: local shopper, technology, local patronage, time-concern and homebody.
We also measure the importance of 29 purchase criteria on the customer's purchase decision,
categorized as: customer service, shopping environment, merchandise and convenience. We then
investigate the relationship between shopping orientations and shopping criteria under the rubric of
Theory of Planned Behavior (TPB).
There has been no prior investigation on the relationship between shopping orientation and shopping
criteria from a B2C e-commerce perspective. The current research also enriches the field of retail and
distribution management by developing new dimensions of shopping orientation and shopping criteria,
and by suggesting how the retailer can successfully use such information to improve the bottom line of
their organizations.
2. LITERATURE REVIEW
A review of relevant literature suggests several possible factors for the popularity of e-commerce: ability
to send/receive email, targeted advertising, personalized information (Hammond, 2001), and strategic,
structural and management-oriented factors (Dubelaar et al., 2005). However, from an individual's
standpoint, lack of trialability, trust and satisfaction (Rexha et al., 2003) and attitude, subjective norms
(Flavian et al., 2006) and lack of face-to-face interactivity (Jahng et al., 2007) pose serious challenges.
2.1 Research Model
According to the Theory of Reasoned Action (TRA) (Fishbein and Ajzen, 1975, 1980), an individual's
beliefs about an event X influence his/her attitude towards the possible consequences of an action.
Subsequent researchers who improved upon the TRA presented the TPB (Ajzen, 1988), which suggests
that individuals' beliefs influence their attitudes towards an action, and attitudes, in turn, influence his/her
(intention to) behave in a certain manner. In the current context, we investigate if the customer's shopping
orientation affects his/her shopping criteria, which influence the customers' shopping behavior.
2.2 Shopping Orientation
Shopping orientation is defines as "a shopping-specific lifestyle encompassing shopping activities,
interests and opinions (Preez et al., 2007, p.6) and the concept is also identified with attitude about
shopping e.g. attitude about local shopping is the most salient distinction between those who like to shop
nearby and those who like to shop outside their local geography (Hawes et a1.,1984). As such, shopping

REVIEW OF BUSINESS RESEARCH, Volume 10, Number 3, 2010

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Ganesh, Gopala & Barat, Somjit. A Theory-of-Planned-Behavior Perspective on B2C E-Commerce. [Tula, Russia]. UNT Digital Library. http://digital.library.unt.edu/ark:/67531/metadc38884/. Accessed July 25, 2014.