Personal Online Shopping Widget: Consumer Acceptance Level Of Online Shopping Widget

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Date
2009-06
Authors
Lee, Yean Hooi
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Abstract
PSG Sdn. Bhd. is a start-up software company. The company will develop a personal online shopping widget named PSG-S 1 widget. The widget will take advantage of Windows Vista Sidebar feature which offer users a faster, easier and more comfortable way getting online shopping information. Since the company and the product are new to the consumer, company management had developed a questionnaire as the fIrst marketing planning stage to help in understanding the consumer acceptance level of online shopping widget. This study analyzes consumer acceptance level of online shopping widget, expanding and revising the original technology acceptance model (TAM), focusing on which variables influence the behavioral intention to use online shopping widget. A questionnaire was developed and conducted to examine and collect responses about respondents' attitude and intention to use online shopping widget with various variables modifIed from the TAM. The survey was carried out in online form. Total of 400 survey forms were distributed and only 60 responded to the survey. The result of the proposed model after regression analysis reflect that consumer perceived usefulness (PU) influence the most on the behavioral intention (BI) towards using online shopping widget. Results also supported consumer perceived ease of use (PEOU) is positively related to the behavioral intention (BI) towards using online shopping widget. Besides the relationships between PU and BI, PEOU and BI, other relationships between affinity with windows sidebar widget (A W) and PU, A W and PEOU, and BI and Purchase Intention (PI) are also tested in this study. Hypotheses that incorporate all of the variables and the relationships among them are tested in a study of consumer acceptance level of online shopping widget, and support is found for the extended TAM. In this study, consumer acceptance level is separated into 3 levels which are high, medium and low. Based on the results of this study, consumer acceptance level of online shopping widget is at low level. The main reason of low consumer acceptance level of online shopping widget is due to low usage of Windows Vista Sidebar feature among the respondents.
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Keywords
Personal Online Shopping Widget , Consumer Acceptance Level Of Online Shopping Widget
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