THE DETERMINANTS OF INTENTION TO

While the penetration of the Internet in consumers’ daily lives still continue with an increasing momentum, this new medium has experienced a radical transformation from being a communication tool to be an economic platform where consumers do not only communicate but also transact. In this perspective, online consumer behavior became an important area for both academics and professionals, which needs to be investigated and explored. As the Internet is a new technological channel for shopping, consumers need first to decide to use this new channel for shopping and then make their online retailer preference. Thus, online consumer behavior involves a two-step process composed of intention to shop online and selection of e-store. The purpose of this study is to develop and test a two steps online consumer behavior model which explains the dynamics of the intention and selection processes. A two staged research design has been implemented in the study. At the first stage, parallel to the existing literature, the effects of risk perceptions, technology acceptance factors, and benefit perceptions on the intention to shop online has been measured. The effect of retailer brand equity on e-store selection process has been measured on the second stage. The research hypotheses have been developed based on both the existing theoretical ground and current findings in the literature. The results of the study confirmed that risk perceptions, technology acceptance factors and benefit perceptions regarding online shopping play a decisive role in the intention of consumers to shop online. A second important finding of the study is that once consumers’ involve into online shopping activity, the strength of retailers’ brand equity directly affects the consumers’ store preference.

尽管互联网在消费者日常生活中的渗透率仍保持持续增长的势头，这一新型媒介已从单纯的沟通工具发生根本性转变，成为兼具沟通与交易双重功能的经济平台。
在此背景下，网络消费者行为已成为学界与业界共同关注的重要研究领域，亟待进一步深入探究。
由于互联网作为新型购物技术渠道，消费者需先决策是否采用该渠道开展购物活动，再完成线上零售商的选择。由此可见，网络消费者行为包含两步流程：一是线上购物意向的形成，二是电子店铺（e-store）的遴选。
本研究旨在构建并检验一个两步式网络消费者行为模型，以阐释购物意向与店铺遴选两个流程的内在动态机制。本研究采用两阶段研究设计：第一阶段参照现有文献，测量了风险感知（risk perceptions）、技术接受因子（technology acceptance factors）与利益感知（benefit perceptions）对消费者线上购物意向的影响效应；第二阶段则聚焦零售商品牌资产（retailer brand equity）对电子店铺（e-store）遴选流程的影响效应。本研究的研究假设均基于现有理论基础与文献中的最新研究成果构建而成。
研究结果证实，消费者针对线上购物的风险感知、技术接受因子与利益感知，对其线上购物意向具有决定性影响。本研究的另一重要发现为：当消费者参与到线上购物活动后，零售商品牌资产的强弱会直接影响其店铺选择偏好。