Progress 10/01/02 to 09/30/08
Outputs
OUTPUTS: Several graduate students were involved with this research project. Jiyeon Kim (former Ph.D. student; now Assistance Professor at the University of South Carolina) co-authored four published papers based an extension of this project and Bo Dai (Ph.D. candidate) built on the work presented here for her masters' research project -- to be published. PARTICIPANTS: Dr. Sandra Forsythe, Wrangler Professor, Consumer Affairs, provided leadership for this project. Dr. Wi-Suk Kwon also contributed to the project leadership. Several graduate students were involved with this research project. Most recently, Jiyeon Kim (former Ph.D. student; now Assistance Professor at the University of South Carolina) has and co-authored several papers based an extension of this project and Bo Dai (Ph.D. candidate) built on the work presented here for her masters' research project. Dr. Kwon and Anjali Dabhade (a graduate student) have worked on a study of older Internet consumers as an extension of this project. TARGET AUDIENCES: The target audience for this research includes online retailers who want to enhance their customers' perceptions of their web sites and purchase intentions on their sites and academic and market researchers who want to better understand how web sites can favorably impact customers perceptions and shopping intentions on the Internet. PROJECT MODIFICATIONS: Nothing significant to report during this reporting period.
Impacts
This project tested a model to (1)examine consumers' adoption for the Internet as a shopping medium and (2) facilitate US apparel producer' use of the Internet to improve consumers' product/brand awareness, evaluations, and purchase decision. An instrument to measure perceived benefits and risks of online shopping was developed based on appropriate scale development procedures. The results of scale validation based on a national sample showed the scales to be relatively stable across independent samples over time. The measures capture a wide variety of reasons people shop online or choose not to shop online and allows us to examine the relationship between perceived benefits (or risks) of online shopping perceptions of the Internet as a shopping medium, and online shopping behaviors. These findings provide insight about the role of perceived benefits and risks of online shopping in consumers' use of the Internet for product search and purchase activities. The measure developed and tested in this study may be used to provide marketers with a better understanding of how consumers actually use the Internet for shopping and the impact of perceived risks and benefits on their online shopping perceptions and purchase intentions. This measure can be used to collect information that will serve as a basis for developing more effective marketing strategies to foster more positive evaluations and purchase intentions for US brands/products in the global marketplace. For example, we used the perceived risk and benefit scale developed in this project to investigate the role of these constructs in explaining Internet shopping adoption of older consumers in a project that was co-funded by another project along with this AAES grant. Presentations and publications resulting from this research will inform US marketing executives. Manuscripts are under preparation to report findings from this part of the project in academic journals.
Publications
- Kim, J. & Forsythe, S. (2008). Adoption of Sensory Enabling Technology (SET): The Usage of SET for Online Apparel Shopping, European Journal of Marketing.
- Kim, J. & Forsythe, S. (2008). Adoption of Virtual Try-on Technology for Online Apparel Shopping, Journal of Interactive Marketing.
- Kim, J. & Forsythe, S. (2008). Sensory enabling technology acceptance model (SE-TAM): multiple-group structural model comparison, Psychology and Marketing.
- Kim, J. & Forsythe, S. (2007). Hedonic usage of product virtualization technologies in online apparel shopping. International, Journal of Retail and Distribution Management 35 (6), 502-514.
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Progress 01/01/07 to 12/31/07
Outputs
OUTPUTS: This project developed and tested a model to (1)examine consumers' adoption for the Internet as a shopping medium and (2) facilitate US apparel producer' use of the Internet to improve consumers' product/brand awareness, evaluations, and purchase decision. An instrument to measure perceived benefits and risks of online shopping was developed based on appropriate scale development procedures. The results of scale validation based on a national sample showed the scales to be relatively stable across independent samples over time. The measures capture a wide variety of reasons people shop online or choose not to shop online and allows us to examine the relationship between perceived benefits (or risks) of online shopping perceptions of the Internet as a shopping medium, and online shopping behaviors. These findings provide insight about the role of perceived benefits and risks of online shopping in consumers use of the Internet for product search and purchase activities.
PARTICIPANTS: Dr. Sandra Forsythe, Wrangler Professor, Consumer Affairs, provided leadership for this project. Dr. Wi-Suk Kwon also contributed to the project leadership. Several graduate students have been involved with this research project. Most recently, Jiyeon Kim (former Ph.D. student; now Assistance Professor at the University of Couth Carolina) has and co-authored three papers based an extension of this project and and Bo Dai (Ph.D. candidate) built on the work presented here for her masters research project. Dr. Kwon and Anjali Dabhade (a graduate student)have worked on a study of older Internet consumers as an extension of this project and are preparing a manuscript for publication.
TARGET AUDIENCES: The target audience for this reseasrch is two fold: First, online retailers who want to enhance their customers perceptions of their web sites and purchase intentions on their sites. Second, for academic and market researchers who want to better understand how web sites can favorbly impact customers perceptions and shopping intentions on the Internet.
PROJECT MODIFICATIONS: The major change was to limit the initial focus of this reserch to apparel and textile product marketing rather than expand the focus to include online shopping for food products as well. Apparel has been the fastest growing product category for online shopping and has become the largest product category with respect to online sales. In addition, online sales of food products had failed to grow significantly, so it was decided to concentrate on apparel products.
Impacts
The measure developed and tested in this study may be used to provide marketers with a better understanding of how consumers actually use the Internet for shopping and the impact of perceived risks and benefits on their online shopping perceptions and purchase intentions. This measure can be used to collect information that will serve as a basis for developing more effective marketing strategies to foster more positive evaluations and purchase intentions for US brands/products in the global marketplace. For example, we used the perceived risk and benefit scale developed in this project to investiagte the role of these constructs in explaining Internet shopping adoption of older consumers in a project that was co-funded by another project along with this AAES grant. Presentations and publications resulting from this research will inform US marketing executives. Manuscripts are under preparation to report findings from this part of the project in academic journals.
Publications
- Kim and Forsythe, S. (In press, 2008) Hedonic Usage of Product Virtualization Technologies in Online Apparel Shopping. International Journal of Retail and Distribution Management (EAERCD Best Paper Award)
- Kim and Forsythe, S. (In press, 2008) Understanding Shoppers Perceptions about Product Visualization Technologies for Online Apparel Shopping, ITAA Proceedings.
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Progress 01/01/06 to 12/31/06
Outputs
This project develops and tests a model to (1)examine consumers' adoption for the Internet as a shopping medium and (2) facilitate US apparel producer' use of the Internet to improve consumers' product/brand awareness, evaluations, and purchase decision. An instrument to measure perceived benefits and risks of online shopping was developed based on a theoretically sound conceptual model and appropriate scale development procedures. We tested the validity of the developed measure of perceived risks and perceived benefits of online shopping. Findings from the first national sample showed that the scales have good reliability and construct validity and demonstrate the models effectiveness in examining and predicting information search and purchase behavior in online environments. The results of scale validation based on the second national sample revealed the scales are relatively stable across independent samples over time. The measures capture a wide variety of reasons
people shop online or choose not to shop online and allows us to examine the relationship between perceived benefits (or risks) of online shopping perceptions of the Internet as a shopping medium, These findings provide insight about the role of the perceived benefits and risks of online shopping in consumers use of the Internet for product search and purchase activities.
Impacts
The empirically tested measure that was developed and tested in this study may be used to provide marketers with a better understanding of how consumers actually use the Internet for shopping and the impact of perceived risks and benefits on their online shopping evaluations and purchase intentions. This measure can be used to collect information that will serve as a basis for developing more effective marketing strategies to foster more positive evaluations and purchase intentions for US brands/products in the global marketplace. Three major US online retailers collaborated on this project and numerous presentations and publications resulting from this research will inform US marketing executives.
Publications
- Publications: Peer reviewed journals. Forsythe, S., Liu, C., Shannon, D., and Gardner, L.(2006). Development of a scale to measure perceived benefits and risks of online shopping. International Journal of Interactive Marketing. Kim, J and Forsythe, S. (in press). Hedonic usage of product virtualization technologies in online apparel shopping. International Journal of Retail and Distribution Management. Forsythe, S. and Li X.(In review). How Brand Knowledge Influences Consumers Purchase Intentions, Clothing and Textiles Research Journal. Forsythe, S. and Shi, B.(2003).Consumer patronage and risk perceptions in Internet shopping. Journal of business Research, 56(11), 867-876. Liu, C. and Forsythe. S. (In review). Modeling consumers adoption of the Internet as a shopping medium: an integrated approach. Journal of the Academy of Marketing Science. Publications: Peer reviewed conference proceedings. Dai, B. & Forsythe, S.(2006). Impact of online shopping experience on risk
perceptions and purchase inten
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Progress 01/01/05 to 12/31/05
Outputs
This project develops and tests a model to (1) examine consumers adoption for the Internet as a shopping medium and (2) facilitate US apparel producer use of the Internet to improve consumers product/brand awareness, evaluations, and purchase decision. An instrument to measure perceived benefits and risks of online shopping was developed based on a theoretically sound conceptual model and appropriate scale development procedures. We tested the validity of the developed measure of perceived risks and perceived benefits of online shopping. Findings from the first national sample showed that the scales have good reliability and construct validity and demonstrate the models effectiveness in examining and predicting information search and purchase behavior in online environments. The results of scale validation based on the second national sample revealed the scales are relatively stable across independent samples over time. The measures capture a wide variety of reasons
people shop online or choose not to shop online and allows us to examine the relationship between perceived benefits (or risks) of online shopping perceptions of the Internet as a shopping medium, These findings provide insight about the role of the perceived benefits and risks of online shopping in consumers use of the Internet for product search and purchase activities.
Impacts
The empirically tested measure that was developed and tested in this study may be used to provide marketers with a better understanding of how consumers actually use the Internet for shopping and the impact of perceived risks and benefits on their online shopping evaluations and purchase intentions. This measure can be used to collect information that will serve as a basis for developing more effective marketing strategies to foster more positive evaluations and purchase intentions for US brands/products in the global marketplace. Three major US online retailers collaborated on this project and numerous presentations and publications resulting from this research will inform US marketing executives.
Publications
- Ahmed, S. & Forsythe, S. (2005). Adapting a comprehensive physical store environment and patronage model to examine online store environment and patronage intentions. Accepted for presentation at the Academy of Marking Science 2005 Annual Conference, Tampa, Florida.
- Ahmed, S. & Forsythe, S. (2005). Examining the influence of website interface on consumers actual, purchasing behavior online using protocol analysis. Accepted for Presentation at the European Institute of Retailing and Service Studies 12th International Conference, Orlando, Florida.
- Liu, C-L., Forsythe, S. and Gropper, D. (April 2005). How womans online shopping behavior differ from mans. Presented at the American Council on Consumer Interests 51st Annual Conference, Columbus, Ohio.
- Kin, J. & Forsythe, S. (2005). Adoption of Sensory Enabling Technology in Online Apparel Shopping: A Conceptual Model. Poster presentation at the 84th Textile Institute Annual World Conference (TIAWC), Raleigh, N.C.
- Kim, J. & Forsythe, S. (2005). Sensory Enabling Technology Acceptance Model: Functional and Hedonic Roles. Presented at the American Collegiate Retailing Association Winter Conference (ACRA). New York, NY.
- Forsythe, S. & Liu, C-L. (November 2004.) Developing scales to measure online shopping motivations. Paper presented at the International Textile and apparel Association Annual Meeting, Portland, Oregon.
- Liu, C-L. & Forsythe, S. (November 2004). Modeling consumer adoption of the Internet as a shopping medium: An empirical study. Paper presented at the International Textile and Apparel Association Annual Meeting, Portland, Oregon.
- Ahmed, S. & Forsythe, S. (2004). Introducing a conceptual model to examine the relationship between retail website environment and consumers patronage intentions. Presented at the American Collegiate Retailing Association Spring Conference, Orlando, Florida.
- Liu, C-L. & Forsythe, S. (May 2004). Modeling online apparel behavior. Paper presented at the Textile Institute 83rd World Conference, Shanghai, China.
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Progress 01/01/04 to 12/31/04
Outputs
This project develops and tests a model to (1) examine consumers adoption of the Internet as a shopping medium and (2) facilitate US apparel producers use of the Internet to improve consumers product/brand awareness, evaluations, and purchase decisions. An instrument to measure perceived benefits and risks of online shopping was developed based on a theoretically sound conceptual model and appropriate scale development procedures. We tested the validity of the developed measure of perceived risks and perceived benefits of online shopping. Findings from the first national sample showed that the scales have good reliability and construct validity and demonstrate the models effectiveness in explaining and predicting information search and purchase behavior in online environments. The results of scale validation based on the second national sample revealed the scales are relatively stable across independent samples and over time. The measures capture a wide variety of
reasons people shop online or choose not to shop online and allows us to examine the relationship between perceived benefits (or risks) of online shipping and perceptions of the Internet as a shopping medium, uses of the internet as a shopping medium, and future intentions to use the Internet as a shopping medium. These findings provide insight about the role of the perceived benefits and risks of online shopping in consumers use of the internet for product search and purchase activities.
Impacts
An empirically tested measure for examining and predicting consumers online shopping behaviors based o perceived benefits and risks of online shopping was developed and tested. This scale may be used to provide marketers with a better understanding of how consumers actually use the Internet for shopping and the impact of perceived risks and benefits on their online shopping behaviors. This study provides information about effectiveness of the Internet in enhancing product awareness, product evaluations and purchase intentions. This measure can be used to collect information on consumers online attitudes and behaviors that will serve as a basis for developing effective marketing strategies to foster more positive evaluations and purchase intentions for US brands/products in the global marketplace.
Publications
- Liu, C. and Forsythe, S. Modeling Consumer Adoption of the Internet as a Shopping Medium: An Integrated perspective. Proceedings, ITAA Annual Conference, Portland Oregon, 2004.
- Forsythe, S. and Liu, C. Modeling Consumer Behavior in Online Environments. Proceedings, ITAA Annual Conference, Portland Oregon, 2004.
- Li, X. and Forsythe, S. How Brand Knowledge Influences Consumers Purchase Intentions. Proceedings, ITAA Annual Conference, Portland Oregon, 2004. (Outstanding doctorial dissertatioan award - 2nd place)
- Ahmed, S. and Forsythe, S. Using Multi-Method Approach to Examine the Usability of an Online Retailers Website. Proceedings, ITAA Annual Conference, Portland Oregon, 2004.
- Ahmed, S. and Forsythe, S. Exploring the Relationship Between Retail Website Environment and Consumers Patronage Intentions. Proceedings,ACRA Annual Conference: Retailing Smarter, Orlando, Florida, 2004.
- Li, X. and Forsythe, S. How Brand Knowledge Influences Consumers Purchase Intentions. ACRA Annual Conference: Retailing Smarter, Orlando, Florida, 2004. Liu, C. and Forsythe, S. (2004). Modeling Online Apparel Shopping Behavior, Proceedings, Textile Institute 83rd World Conference, Shanghai, China.
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Progress 01/01/03 to 12/31/03
Outputs
Marketers of US apparel and food products are under increasing competition from international markets. This project develops and tests a model that will allow Internet marketers to examine consumers adoption of the Internet as a shopping medium and thus facilitate US apparel and food producers to build on the potential of the Internet to improve consumers product/brand awareness, evaluations, and purchase decisions. We have developed and tested the validity of a measure of perceived risks and perceived benefits of online shopping. Findings from the first national sample showed that the scales have good reliability and construct validity and demonstrate the models effectiveness in explaining and predicting information search and purchase behavior in online environments. The results of scale validation, based on the second national sample, revealed the scales are relatively stable across independent samples and over time. This measure will allow us to better understand
the role of perceived benefits and risks of online shopping on consumers use of the internet for product search and purchase activities.
Impacts
An empirically tested measure for examining and predicting consumers online shopping behaviors was developed and tested. The scale developed in this research may be used to provide marketers with a better understanding of how consumers actually use the Internet for shopping and the impact of perceived risks and benefits on their online shopping behaviors. This study provides information about effectiveness of the Internet in enhancing product awareness, evaluations and purchase intentions. This measure can be used to collect information on consumers online attitudes and behaviors that will serve as a basis for developing effective marketing strategies to foster more positive evaluations and purchase intentions for US brands/products in the global marketplace.
Publications
- Forsythe, S. and Shi, B. (2003). Consumer Patronage and Risk Perceptions in Internet Shopping. Journal of Business Research, 56, 867-875.
- Liu, C. and Forsythe, S. (2003, January). Modeling Consumer Adoption of the Internet as a Shopping Medium: An Integrated Perspective. American Collegiate Retailing Association, New York, NY.
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