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    • Graduate School - MU Theses and Dissertations (MU)
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    Motive, mode and satisfaction with e-tailing sites: a technology acceptance perspective

    Chang, Jun, 1972-
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    [PDF] public.pdf (2.096Kb)
    [PDF] short.pdf (10.11Kb)
    [PDF] research.pdf (271.1Kb)
    Date
    2007
    Format
    Thesis
    Metadata
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    Abstract
    [ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT AUTHOR'S REQUEST.] Consumers' satisfaction with the e-tailing sites plays a key role in determining the success of e-commerce, yet little research has been done on the effects of e-motive, e-mode and their interaction on e-satisfaction by taking the attributes of e-tailing site into consideration. Using data collected from an online survey, this research investigates the relationship between e-motive, e-mode, e-satisfaction and attribute preference. The results indicate that e-motives of a utilitarian nature, i.e. research and purchase, lead to a stronger preference for functional attributes of e-tailing sites such as usefulness and ease of use. Shopping motive is found to be a positive predictor of e-satisfaction. The results further reveal that online shopping modes, which determine the goal-directedness of online behavior, influence an individual's attribute preference. Overall, the findings suggest that e-tailing sites should accommodate both utilitarian and hedonic features in order to attract online shoppers regardless of their motives or the goal-directedness, or e-modes, of their online shopping. It should be noted that some of the findings contradict prior literature and add to this growing body of knowledge possibly because of the dual-framework provided by this research, which combines functional and technological schools of thought.
    URI
    https://hdl.handle.net/10355/5994
    https://doi.org/10.32469/10355/5994
    Degree
    M.A.
    Thesis Department
    Journalism (MU)
    Rights
    Access is limited to the campus of the University of Missouri--Columbia.
    Collections
    • Journalism electronic theses and dissertations (MU)
    • 2007 MU theses - Access restricted to MU

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