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http://dx.doi.org/10.21219/jitam.2018.25.2.117

Add to Cart or Buy It Now? Factors Influencing the Usage Intention of Online Shopping Cart  

Kim, Namhee (GTEP (Global Trade Export Incubating Program), Dankook University)
Chun, Sungyong (Department of Business Administration, Dankook University)
Publication Information
Journal of Information Technology Applications and Management / v.25, no.2, 2018 , pp. 117-132 More about this Journal
Abstract
This study examines the reason why consumers try to use the online shopping cart more, and especially analyzes the influence of personal psychological factor such as regulatory focus. Hypotheses are tested with a two-way ANOVA model using experimental data collected from 210 undergraduate students at a business school in South Korea. We found that prevention focused consumers try to use online shopping cart more than promotion focused consumers. It is possible that prevention focused consumers try to consider as many alternatives as possible to ensure safety as they focus on negative results or losses during shopping online. However, we also found out when the buying purpose is utilitarian, promotion focused consumers are not different from the promotion in terms of the usage intention of online shopping carts. Marketing managers can provide different messages customized for their consumers by leading them to use the online shopping cart in a more effective way.
Keywords
Online Shopping Cart; Online Consumer; Regulatory Focus; Purpose of Purchasing; Usage Intention;
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Times Cited By KSCI : 1  (Citation Analysis)
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