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consumers feel more confident to use the Internet for online purchasing. They would have a
belief in their capability to search for products online,
evaluate products, make payment and
adapt to the changing online environments, etc. Accordingly, the corresponding costs of
learning to shop online,
search for products, evaluate products/services quality, order,
complete payment and adapt to online shopping environments will be mitigated.
6.2.1.3 Online Buying Frequency
As expected, online buying frequency (H1c) represents a significant predictor of TCs. It
negatively influences the perception of TCs (
β
= -.228, p < .001), which implies that online
shoppers will sense less TCs with the increase of frequency of online purchase. The result is
theoretically consistent with past findings (Williamson 1981b, Choudhury
et al.
1998, Teo
and Yu 2005, Kim and Li 2009b, Yen
et al.
2013).
For example, Williamson (1985) suggests that there is a negative relationship between
transaction frequency and TCs. Yen et al. (2013) explicate that the interaction frequency
between bidder and seller is negatively associated with the bidder’s TCs.
One explanation is
the learning effect in the buying process. Consumers get used to the online transaction
process once they have experience buying online (Teo and Yu 2005). They become familiar
with the structure of the site, site aesthetics, navigation style,
information content and
product/price comparison features, etc., after the first few transactions. When they shop at the
store again, they will be able to quickly locate the information they look for, use the live chat
system on the web to contact the vendor if they have any inquires about product and delivery,
and finish the payment without any technical difficulty. The learning
process largely reduces
their perceived TCs (Teo and Yu 2005), such as search cost, evaluation cost and payment
cost associated with online buying.
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Moreover, repurchasing from the online store generally means that consumers are satisfied
with the previously purchased products or services provided by the online vendor. When
shopping next time, they probably will spend less time in checking the quality of the products
and
the reliability, competence and benevolence of the retailer because they have built trust in
the vendor and tend to believe that the vendor will provide reliable products, superior
customer services and the like as promised (Qureshi
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