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