This is the summary of an article by Seyed Alireza Mosavi, Mojtaba Kaveh and Mahnoosh Ghaedi. It develops a new model for investigating the effects of perceived behavioral control, attitude, and subjective norm on behavioral intention. It also goes through behavioral intention effects on word of mouth and purchase intention in the internet shopping context. You can get the pdf of the behavioral targeting article here: Behavioral intention in internet shopping.
The Internet has a huge potential for doing business and getting information from your consumers. With the rapid development of information technology comes the creation of new business channels online, such as B2C (business-to-consumer), B2B (business to business) among others. With B2C in particular, businesses have searched for strategies on how to keep old customers and attract new ones.
The internet allows e-businesses to give customers information that is cheap, timely and accurate. But success online is not that straightforward. An e-company must come up with strategies to strengthen relationships with customers and eventually aim for their loyalty.
Internet shopping is different from traditional shopping at the fundamental level, and classical marketing activities, theories and paradigms need reevaluation to work in the online context. This study further attempts to look for differences in associated relationships and important marketing constructs between e-businesses and traditional businesses.
Hypotheses of this Study
The following are the hypotheses of this study.
Hypothesis 1: The “brand image” of products has a positive effect on the “attitude” of consumers.
Hypothesis 2: The “marketing mix” of products has a positive effect on the “attitude” of consumers.
Hypothesis 3: “Subjective norm” has a positive effect on “behavioral intention.”
Hypothesis 4: “Attitude” has a positive effect on “behavioral intention.”
Hypothesis 5: “Perceived behavioral control” has a positive effect on “behavioral intention.”
Hypothesis 6: “Behavioral intention” has a positive effect on “repurchase intention.”
Hypothesis 7: “Behavioral intention” has a positive effect on “WOM.”
Eighty hundred sixty college students from three Iranian universities, most of them experienced users of the Internet, participated in this study. They decided whether to purchase tickets in a real cinema website. Descriptive statistics, factor analysis, validity, reliability and Linear Structural Relation (LISREL) was used to analyze data. LISREL is used to assess if the theoretical model can explain the data obtained from observation.
Results of this study show that there is a significant relationship between subjective norm and intention. It contradicts findings of earlier studies, but this maybe explained by the differences in national culture. The participants in this study, college students, represent the most active Internet users among the population, and they have strong subjective norm.
The theory of planned behavior as a way to identify the factors which influence elective behavior was reaffirmed in this study. There is a strong correlation between behavioral intention and attitude. Furthermore, this study shows the decision to shop online was not determined by special occasions and price considerations.
These relationships magnitudes results are consistent with previous theory of planned behavior tests in the Asian user context, but not as strong as Western samples.
For now, it is unclear whether the variance obtained is due to culture, infrastructural issues or the criterion itself, the criterion being internet versus other types of technology.
In addition, this study shows that word of mouth, which is a great way to promote awareness and get new customers, was caused by behavioral intention. Managers should know and take advantage of the fact that satisfied customers are usually the ones who promote the firm. Their communication source is very credible to other customers as well.
Finally, if the online presence of a firm is maintained at high quality, this will motivate customers to purchase more online. Development of online sales and site traffic seem to be directly related to ease, pleasure, and efficiency perceptions of customers towards the e-shopping experience.