A Conjoint Approach to Understanding Online Buyers’ Decisions towards Online Marketplaces
Abstract:The marketplace-based e-commerce is the dominant type so far. Therefore, it is important to understand the decisional attributes and their relevance for online consumers when choosing marketplaces. However, little research is devoted to this issue. This paper outlines seven attributes of ma...
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| Lenguaje: | English |
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Universidad de Talca
2020
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oai:scielo:S0718-187620200003001062020-07-06A Conjoint Approach to Understanding Online Buyers’ Decisions towards Online MarketplacesLu,BaozhouZhang,Song Online purchase decision Marketplace choice Conjoint analysis Decisional attribute Institutional mechanisms Abstract:The marketplace-based e-commerce is the dominant type so far. Therefore, it is important to understand the decisional attributes and their relevance for online consumers when choosing marketplaces. However, little research is devoted to this issue. This paper outlines seven attributes of marketplace based on three theories, including ease of use, usefulness, logistics service quality, effectiveness of feedback mechanisms, effectiveness of escrow service, effectiveness of information security services, and effectiveness of dispute resolution mechanisms. Via conjoint analysis methodology, we find that for the whole sample effectiveness of dispute resolution is the most important attribute, whereas logistics service quality is the least important one. The results further reveal gender has impacts on the relative strength of each attribute: while male buyers think some attributes (i.e., effectiveness of dispute resolution mechanisms and effectiveness of information security services) are more important than others (i.e., logistics service quality), female buyers consider that each attribute is equally important. This study suggests that institutional theory and technology adoption model offer more relevant theoretical perspective than the logistics service theory for marketplace choice. Though having limitations including focusing on young users in one region, this paper offers several theoretical contributions to research and some insights for practice.info:eu-repo/semantics/openAccessUniversidad de TalcaJournal of theoretical and applied electronic commerce research v.15 n.3 20202020-09-01text/htmlhttp://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762020000300106en10.4067/S0718-18762020000300106 |
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Scielo Chile |
| collection |
Scielo Chile |
| language |
English |
| topic |
Online purchase decision Marketplace choice Conjoint analysis Decisional attribute Institutional mechanisms |
| spellingShingle |
Online purchase decision Marketplace choice Conjoint analysis Decisional attribute Institutional mechanisms Lu,Baozhou Zhang,Song A Conjoint Approach to Understanding Online Buyers’ Decisions towards Online Marketplaces |
| description |
Abstract:The marketplace-based e-commerce is the dominant type so far. Therefore, it is important to understand the decisional attributes and their relevance for online consumers when choosing marketplaces. However, little research is devoted to this issue. This paper outlines seven attributes of marketplace based on three theories, including ease of use, usefulness, logistics service quality, effectiveness of feedback mechanisms, effectiveness of escrow service, effectiveness of information security services, and effectiveness of dispute resolution mechanisms. Via conjoint analysis methodology, we find that for the whole sample effectiveness of dispute resolution is the most important attribute, whereas logistics service quality is the least important one. The results further reveal gender has impacts on the relative strength of each attribute: while male buyers think some attributes (i.e., effectiveness of dispute resolution mechanisms and effectiveness of information security services) are more important than others (i.e., logistics service quality), female buyers consider that each attribute is equally important. This study suggests that institutional theory and technology adoption model offer more relevant theoretical perspective than the logistics service theory for marketplace choice. Though having limitations including focusing on young users in one region, this paper offers several theoretical contributions to research and some insights for practice. |
| author |
Lu,Baozhou Zhang,Song |
| author_facet |
Lu,Baozhou Zhang,Song |
| author_sort |
Lu,Baozhou |
| title |
A Conjoint Approach to Understanding Online Buyers’ Decisions towards Online Marketplaces |
| title_short |
A Conjoint Approach to Understanding Online Buyers’ Decisions towards Online Marketplaces |
| title_full |
A Conjoint Approach to Understanding Online Buyers’ Decisions towards Online Marketplaces |
| title_fullStr |
A Conjoint Approach to Understanding Online Buyers’ Decisions towards Online Marketplaces |
| title_full_unstemmed |
A Conjoint Approach to Understanding Online Buyers’ Decisions towards Online Marketplaces |
| title_sort |
conjoint approach to understanding online buyers’ decisions towards online marketplaces |
| publisher |
Universidad de Talca |
| publishDate |
2020 |
| url |
http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762020000300106 |
| work_keys_str_mv |
AT lubaozhou aconjointapproachtounderstandingonlinebuyers8217decisionstowardsonlinemarketplaces AT zhangsong aconjointapproachtounderstandingonlinebuyers8217decisionstowardsonlinemarketplaces AT lubaozhou conjointapproachtounderstandingonlinebuyers8217decisionstowardsonlinemarketplaces AT zhangsong conjointapproachtounderstandingonlinebuyers8217decisionstowardsonlinemarketplaces |
| _version_ |
1714202238769954816 |