The role of online communication in avoiding perceived restrictiveness of shopping websites
| Autor: | Sumeet Gupta, Yaobin Lu, Chengqi \\'John\\' Guo, Yunfan Lu |
|---|---|
| Rok vydání: | 2018 |
| Předmět: |
business.industry
Strategy and Management media_common.quotation_subject 05 social sciences Context (language use) E-commerce Social learning Purchasing Originality 0502 economics and business Survey data collection 050211 marketing Business Business and International Management Marketing Social learning theory Restrictiveness 050203 business & management media_common |
| Zdroj: | Nankai Business Review International. 9:143-161 |
| ISSN: | 2040-8749 |
| DOI: | 10.1108/nbri-11-2017-0063 |
| Popis: | PurposeThis paper aims to examine and highlight the influence of perceived restrictiveness on online communication, and in relation, the reduction of uncertainty in purchasing decisions.Design/methodology/approachBy testing statistical associations between such variables as uncertainty, perceived restrictiveness and online communications, the authors are to establish the prevalence of a phenomenon with quantitative methods that collect survey data from more than 500 real customers of a popular Chinese e-commerce site – Taobao.com.FindingsThe findings show that the perceived restrictiveness of a shopping website has a significantly role in motivating individuals to engage with each other by initiating online communication that leads to information acquirement and exchange. In addition, online communication that takes place between buyers and sellers, or among buyers, is found to be an important factor in the process of making purchasing decisions by customers.Originality/valueThis paper adds significance to the extant academic literature as well as assists the appropriate e-commerce vendors in assessing the determinants of customer’s purchasing behavior in the context where online shopping platforms do not support buyers’ desired decision options. It further reconciles and supplements the findings of the previous e-commerce-related studies that focus on the website characteristics only without bringing in the role of customer’s perceived restrictiveness. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
|