Post-Adoption of Online Shopping

• 발행기관: 한국유통과학회
• 저자명: Tai Anh KIEU
• 간행물 정보: 『유통과학연구(JDS)』제20권 제1호, 77~85쪽, 전체 9쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2022.01.30

영문 초록

Purpose: The Covid-19 pandemic has triggered several herd purchase behaviors, and online shopping has been considered a healthrelated preventative behavior. This study aims to the relative impact of health threat beliefs concerning Covid-19 (perceived susceptibility and perceived severity) and herd mentality on consumers’ online shopping post-adoption disconfirmation and continuance intention of online shopping. Research design, data and methodology: An internet survey was conducted with Vietnamese consumers, and upon screening, usable data of 292 responses were analyzed using PLS-SEM. Results showed that while herd mentality positively affects disconfirmation, health threat beliefs including perceived susceptibility and perceived severity of Covid-19 do not. Results: Results also provided further support for the notion that disconfirmation is a crucial determinant of post-adoption continuance intention. Moreover, herd mentality also has a significantly negative influence on online shopping post-adoption continuance intention. Conclusions: The research provides evidence supporting the role of herd mentality and post-adoption disconfirmation in driving consumers’ intention to continue online shopping. However, the research shows that neither the perceived susceptibility of Covid-19 nor the perceived severity of Covid-19 has significant impact on post-adoption disconfirmation, adding mixed evidence to the application of health belief theory in technology (such as online shopping) adoption.

목차

1. Introduction

2. Theoretical background

3. Methodology

4. Results and Discussion

5. Conclusions & implications

키워드

Health Beliefs Perceived Susceptibility of Covid-19 Perceived Severity of Covid-19 Herd Mentality Continuance Intention Online Shopping Online Distribution