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From positive and negative cognition perspectives to explore e-shoppers’ real purchase behavior: an application of tricomponent attitude model

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Abstract

This study developed a research model based on the tricomponent attitude model and explored factors influencing e-shoppers’ real purchase behaviors. This study showed that these determinants could be divided into positive and negative approaches. The research sample consisted of 385 valid respondents who are experienced users on Books.com.tw. This research study adopted the structural equation modeling to test the proposed model and the alternative models. The proposed model showed a good fit. In the proposed model, we found that both perceived risk and perceived value indirectly influence affective trust via cognitive trust. Both cognitive trust and affective trust enhance two commitment outcomes (calculative commitment and affective commitment). In addition, affective trust mediates the relationship between cognitive trust and affective commitment, and affective commitment mediates the relationship between affective trust and behavioral intention. Besides, satisfaction is the mediator between trust and commitment. In the moderating effect, we find satisfaction also moderates both the effects of cognitive trust on calculative commitment and the affective trust on affective commitment. This study also provides conclusions and practical implications to marketers.

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Authors and Affiliations

  1. Department of Business Administration, National Dong Hwa University, 1, Sec. 2, Da Hsueh Rd. Shoufeng, Hualien, 97401, Taiwan, ROC

    Wen-Hai Chih

  2. Chihlee Institute of Technology, 1, Wunhua Rd., Banciao District, New Taipei City, 22050, Taiwan, ROC

    Dah-Kwei Liou

  3. Department of Leisure and Recreation Management, Da-Yeh University, No. 168, University Rd., Dacun, Changhua, 51591, Taiwan, ROC

    Li-Chun Hsu

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Correspondence to Li-Chun Hsu.

Appendix: Scale items

Appendix: Scale items

Construct/item

Perceived risk (PR)

1. If I used the Web site to purchase I would feel more worried than using other shopping channels.

2. If I used the Web site to purchase I would feel insecure.

3. If I used the Web site to purchase I would feel a lot uncertainty.

Perceived value (PV)

1. Products purchased at this Web site are: (Very poor value for money/Very good value for money).

2. Products purchased at this Web site are considered to be a good buy: (Strongly disagree/Strongly agree).

3. You get what you pay for at this Web site: (Strongly disagree/Strongly agree).

4. Products purchased at this Web site are worth the money paid: (Strongly disagree/Strongly agree).

Cognitive Trust (CT)

1. Even when the Web site information seems questionable, I am confident that the service provider is telling the truth.

2. I think the information provided by this service provider will be proven to be inaccurate. (R)

3. I think this Web site service provider would keep the promises made to me.

4. I know that the information given to me is based on the service provider’s best judgment.

5. I trust this Web site service provider because they seem to be very dependable.

6. I can count on the Web site service provider to be sincere.

Affective trust (AT)

1. In all circumstances, the Web site service provider is ready to offer me assistance and support.

2. When giving advice, the Web site service provider is concerned about my welfare.

3. In the future, I can count on the Web site service provider to consider how the company’s decisions and actions will affect me.

4. I trust this Web site service provider because they seem to care about their customers.

5. When it comes to things that are important to me, I can depend on the support provided by this Web site service provider.

Calculative commitment (CC)

1. I am afraid something will be lost if I stop using this Web site.

2. To stop using this Web site would require considerable personal sacrifice.

3. Some aspects of my life would be affected if I stop using this Web site now.

Affective commitment (AC)

1. I enjoy discussing the good aspects of this Web site with other people.

2. It is easy to become attached to this Web site.

3. This Web site has a great deal of attraction for me.

Satisfaction (SAT)

1. How do you feel about your overall experience of Web site?

2. Very dissatisfied-Very satisfied.

3. Very displeased-Very pleased.

4. Very frustrated-Very contented.

5. Absolutely terrible-Absolutely delighted.

Behavioral intention (BI)

1. I plan to keep using this Web site in the future.

2. I intend to continue using this Web site in the future.

3. I expect my use of this Web site to continue in the future.

Real Purchase Behavior (RPB)

1. I have shopped via this Web site.

2. I often use this Web site.

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Chih, WH., Liou, DK. & Hsu, LC. From positive and negative cognition perspectives to explore e-shoppers’ real purchase behavior: an application of tricomponent attitude model. Inf Syst E-Bus Manage 13, 495–526 (2015). https://doi.org/10.1007/s10257-014-0249-0

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