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2.
To investigate the impacts of TCs as perceived by consumers on their decisions in
choosing an online vendor.
1.4 SIGNIFICANCE OF THE STUDY
This study is expected to contribute to the existing literature. Firstly,
given the call for a
paradigm shift from market focus to consumer focus, this study extends the current
knowledge by attempting to apply TCT to explain individual consumer behaviour in online
shopping environment. It develops the comprehensive component conceptualization of
consumer TCs, and suggests a system of measurement of these components with regard to the
time and effort that individual online consumers spend on different
stages of e-commerce
transaction process. This study would advance the measurement of TCs by explicating the
concept of consumer TCs and positioning them within the online context. Despite the
considerable literature on TCs for organisations, there exists a lack of a thorough theoretical
understanding of consumer TCs. The research on consumer TCs would contribute to the
existing knowledge by elaborating the TCs during the different
phase of online transaction
process.
Secondly, the study would also contribute to research on TCT by examining various
antecedents that can determine consumers’ perception of TCs in online shopping. The
identification of such predicative factors that impact on the TCs would help clarify the
mechanism, through which TCs for consumers are determined. This would help online
vendors to choose appropriate strategies to alleviate TCs perceived by consumers. The
significance of focusing on the antecedents of consumer TCs is important and meaningful on
both theoretical and managerial grounds.
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Thirdly, it offers new insight into marketing theory by highlighting TCs as an important
factor that impact on the actual online purchase behaviour and loyalty of the customers. To
the
best of our knowledge, this research is the first to link consumer TCs to online purchase
behaviour and customer loyalty toward an online vendor, thus providing the e-marketers with
a useful guideline for fine-tuning their e-businesses’ strategies.
Finally, previous research has traditionally involved western samples. By collecting data
among Chinese online shoppers, this research addresses a significant
gap in the literature by
extending the existing research to a rapidly growing emerging market of China. As China has
a culturally different business environment from traditional western market, this study is
expected to identify potentially alternative factors that impact on the purchasing decisions of
the Chinese consumers, enriching the existing research on online shopping.
In addition, this
study is also expected to provide practical recommendations for online vendors, be they
Chinese or western businesses, to formulate appropriate marketing strategies in online
environment.
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