Testing media richness theory to explain consumers' intentions of buying online

Authors:
Eric Brunelle;Josée Lapierre
Affiliations:
HEC Montreal, Montreal, Quebec, Canada;École Polytechnique de Montréal, Montreal, Quebec
Venue:
Proceedings of the 10th international conference on Electronic commerce
Year:
2008

Citing 16
Cited 2

Organizational information requirements, media richness and structural design

Management Science
Electronic mail as a medium for rich communication: an empirical investigation using hermeneutic interpretation

MIS Quarterly
Impact of communication medium on task performance and satisfaction: an examination of media-richness theory

Information and Management
Communication media choice by workers in distributed environment

Information and Management
Structural Equation Modeling with EQS and EQS-Windows: Basic Concepts, Applications, and Programming

Structural Equation Modeling with EQS and EQS-Windows: Basic Concepts, Applications, and Programming
Gender differences in perceptions of web-based shopping

Communications of the ACM - Evolving data mining into solutions for insights
The Performance Implications of Media Richness in a Business-to-Business Service Environment: Direct Versus Indirect Effects

Management Science
Risk profile and consumer shopping behavior in electronic and traditional channels

Decision Support Systems
The impact of presentation media on decision making: does multimedia improve the effectiveness of feedback?

Information and Management
Literature derived reference models for the adoption of online shopping

Information and Management
Factors affecting payment choices in online auctions: a study of eBay traders

Decision Support Systems
Examination of online channel preference: using the structure-conduct-outcome framework

Decision Support Systems
Understanding the Impact of Collaboration Software on Product Design and Development

Information Systems Research
A Comparison of Classification Methods for Predicting Deception in Computer-Mediated Communication

Journal of Management Information Systems
An Empirical Study of Consumer Switching from Traditional to Electronic Channels: A Purchase-Decision Process Perspective

International Journal of Electronic Commerce
Individual Trust in Online Firms: Scale Development and Initial Test

Journal of Management Information Systems

A Primer to Human Threading

Computers in Human Behavior
On a NeuroIS design science model

DESRIST'11 Proceedings of the 6th international conference on Service-oriented perspectives in design science research

Quantified Score

Hi-index	0.00

Visualization

Abstract

The objective of this study is to empirically test a conceptual framework designed to validate media richness theory in explaining consumers' intentions of buying online. An online survey was carried out and data from 749 consumers was collected and analyzed to test the proposed hypotheses. The results provide empirical support for media richness theory in a commercial context and show that the perceived richness of the online store, the perceived trust in the online store, the perceived risk related to the use of the online store and the consumer's Web experience, gender and income have a significant effect on the consumer's intention to buy online. Moreover, the results show that the consumer's Web experience has a positive and significant effect on the perceived richness of the online store and that the perceived risk related to the use of the online store has a negative and significant effect on the consumer's trust in and attitude towards the online store. Theoretical and managerial implications of the findings and avenues for future research are also discussed.