Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior
Information Systems Research
Trust and TAM in online shopping: an integrated model
MIS Quarterly
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With the rapid development of information technology, the simple form of online shopping cannot meet users' personalized needs. Driven by this trend, this paper studies the decision support system for user-customized products online based on regulatory focus theory. This paper compares the differences of consumer behaviors under attribute-based DSS followed by alternative-based DSS (Att-Alt DSS) scheme and the opposite (Alt-Att DSS) via experimental study. In addition, we examine the moderating effect of regulatory focus in online decision support tools. Using the regulatory focus theory and technology acceptance model, we develop a model with four mediate variables (perceived usefulness, perceived ease of use, perceived enjoyment, and perceived control) and two dependent variables (intention to purchase and intention to return). We find that users of an Att-Alt DSS show higher perceived usefulness and perceived control than users of Alt-Att DSS. Under both tools, users who are promotion-focused show higher tendency in perceived ease of use than users who are prevention-focused. Besides, when using Att-Alt DSS, users who have promotion focus show higher perceived usefulness, perceived enjoyment and perceived control than users with prevention focus. What's more, the effect of Att-Alt DSS on intention to purchase is fully mediated by users' perceived usefulness, perceived enjoyment and perceived control, and the effect of Att-Alt DSS on intention to return is mediated by users' perceived usefulness. So, in this paper, we successfully mix the 2 individual DSSs to create 2 new ones. Then we raise and examine some new hypotheses which could be explained by regulatory focus theory.