دانلود رایگان مقاله انگلیسی مدلی از رضایت مصرف کننده مبتنی بر ادغام الکترونیکی EDT و TAM - امرالد 2017

Abstract

Purpose - The purpose of the research is to examine the process of consumer satisfaction formation for e-commerce. The study also predicts that the satisfaction formation model of ecommerce will differ between US and Korean consumers due to differences in cultural background. Design/methodology/approach - The study integrates the expectation disconfirmation theory (EDT) and the technology acceptance model (TAM). The hypotheses are examined by analyzing a structural equation model for consumers in the US and Korea. Findings - The results show that the model demonstrates good fit for both groups. For consumers in both countries, when purchasing fashion products on a new e-commerce site, the performance of the site's usefulness was found to be a crucial variable in their satisfaction and intention to use the site. While there was no significant difference in the multiple group measurement model invariance test, our findings are meaningful because the slight differences in the standard coefficients of the two groups are considered. Originality/value - It is meaningful to apply EDT and the TAM to the daily deal site environment. The influence of related variables can be reconfirmed and new consumer behaviors can be better understood. The research provides fresh insights into consumer behavior that can benefit managers when they make decisions in the e-commerce field.

 Discussion and Implications

In recent years, daily deal sites, such as Groupon, LivingSocial, and BuyWithMe (now Gilt City), have emerged as popular platforms in social e-commerce and have received tremendous interest from both researchers and practitioners in the IS/IT community. As the competition in e-commerce intensifies, it becomes more important for online retailers to understand the antecedents of consumer satisfaction within e-commerce. Furthermore, consumers’ satisfaction can lead to continuous usage of these sites; therefore, the consumer satisfaction formation model is an important issue in the new e-commerce market. This study takes the viewpoint that the consumer satisfaction formation process can change according to the consumption situation and the consumer’s cultural background. From this perspective, the study focused on the direct and indirect effects of the performance of perceived usefulness in e-commerce purchase situations, and also noted that satisfaction ultimately influenced intention to use. More specifically, this research examined the consumer satisfaction formation process model of social e-commerce regarding daily deal sites based on the integration of EDT and the TAM. Our intention was to apply the "perceived usefulness" construct, which is derived from the TAM theory, to the EDT in order to enhance understanding of this model. The study also predicted that the satisfaction formation model for online shopping would differ between US and Korean consumers due to differences in cultural background. In terms of results, for the US sample, while the model fit was acceptable, the hypothesis that disconfirmation would affect satisfaction was rejected. All of the other hypotheses were supported. Unlike in previous studies, disconfirmation did not directly affect consumers’ satisfaction. Satisfaction was positively affected by performance, whereby higher perceived performance led to higher satisfaction. Performance directly and indirectly influenced satisfaction and continuance use. A high perception of usefulness in terms of performance engendered high satisfaction and continuance use of the site. Furthermore, the relationship between satisfaction and repurchase intention was also confirmed. This means, in this model, consumers’ satisfaction with the usefulness of the daily deal site will affect their intention to use the site continuously.