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Implications and Directions for Future Research
Our study aims to provide a broad view of Web-based shopping, incorporating a wide variety ofpredictors and approaching the topic from different perspectives. We propose two competing models
of online patronage behavior derived from different research streams in marketing research. There
are some similarities between the two models. For instance, there are some important overlaps, with
four predictor variables (i.e., self-confidence, convenience seeking, recreational motive, risk
averseness) appearing in both models. A fifth related variable emerges with different focus in the
two models. In the baseline model (based on traditional retailing literature), the variable “deal
seeking” is categorized under “shopping motive” and is conceptualized from the shopper’s
perspective. In the competing model (based on EC literature), the variable is portrayed from a
seller’s perspective, under the label of “shopping incentive” (provided by etailers). Another
similarity is that consumer-specific attributes play key roles in both models. Most predictor
variables are germane to consumers themselves (e.g., their shopping motives, their
personality/psychographics, their level of Internet literacy, their prior online
experiences).
Nonetheless, the two proposed models do include very different predictors for online
patronage. The baseline model includes a number of store-relevant predictors (such as attraction of
the retail facility). These variables (accessibility, product selection, store image) are
noticeably missing in the EC-based model, suggesting one gap yet to be bridged in the extant EC
literature. Recently, EC researchers embarked on a series of rigorous studies on the extent to
which a Web site facilitates efficient and effective shopping and purchasing. Among these research
efforts are the development of scales for evaluating service quality delivery through Web sites
(Zeithaml, Parasuraman, and Malhotra, 2001), and the focus on the usability (including navigation,
ease of use, search functions, overall site design) (Lohse and Spiller, 1998, 1999), playfulness
(Liu and Arnett, 2000), and entertainment (Eighmey and McCord, 1998) of shopping Web sites.
However, to some extent, the EC literature is developing in isolation from the retailing
literature. For instance, even though the EC literature deals with such issues as Web site quality
or attractiveness, no explicit parallel is drawn to the atmospherics concept from the retailing
literature. In this study, we propose that some concepts under study for decades in traditional
retailing (e.g., product selection, store image, attitude toward local shopping conditions) still
contain explanatory power for researching electronic retailing. Features from bricks-and-mortar
retail stores relate to online retail stores. Needless to say, the “Clicks” and “Bricks” do not
bear exact resemblance. However, there are some analogies between bricks-and-mortar stores and
online retail stores. For instance, the etailing analogy for “store atmosphere” is “interface
consistency, store organization, interface and graphics quality” and that for “store size” is “wide
selection of products, monthly store traffic, number of offices in major cities, number of
employees.”The Internet is evolving rapidly. For instance, a few years ago, when e-tailing was still a
relatively new mode of selling, online shoppers tended to be male, well educated, and
socio-economically upscale. Now, the Internet appears to be going more mainstream in its
demographic makeup, and this trend is likely to continue. This ever-changing nature of the Internet
presents some challenges to e-commerce researchers. Any work on Internet-related issues seems to be
an effortful attempt to capture a moving target. Therefore, caution should be exercised when
interpreting the models proposed in the current study. Some explanatory variables (e.g.,
risk-averseness, consumer innovativeness) are time dependent. Readers can reasonably suspect that
we are not far off the situation where these propositions are no longer true for the generic online
behavior. Innovators, for instance, will be moving on to newer generations of options and services
enabled by technological advances.One limitation of this study results from the width of the predictors. It is difficult, if
not impossible, to test the entire conceptual models in one empirical study. This is very often a
born problem for many holistic typologies. Nonetheless, the two proposed models can lead to a
plethora of research opportunities. Future empirical research may be designed to test a component
of the models.
Theoretical contributions. Here, we propose two conceptual
models (see
Figures
3-1 and 3-2) and a variety of propositions to explain patronage behavior on the Web. The
proposed models are derived from disparate research streams. One of our main contributions is
making a connection between offline retailing theory and online retailing practices. In addition,
we try to gauge the current level of knowledge about e-tailing. We adapt this knowledge and
integrate it into two competing models, derived from different research streams. By contrasting
these two models, we identify the link missing in the current e-commerce research on online
patronage. We argue that EC research on online shopping should be built upon and developed in
conjunction with our time-honored learning and practices in the bricks-and-mortar retailing. EC
research will have the momentum and resources to mature into a full-fledged subject if it benefits
from the reservoir of previous research findings in the traditional retailing literature. Further
research can be devoted to designing empirical studies to test our conceptual models. Actual
purchase data from online shoppers should be collected to test the models and their corresponding
hypotheses. We don’t explicitly explore interaction effects in this chapter. Future researchers may
want to explore interactions and their consequences.
Managerial
implications. It is generally agreed that e-tailing is a good supplement to, but
not a complete replacement for, bricks-and-mortar retailing. E-tailing (often in partnership with
on-ground stores) is expected to expand in economic importance, so research in this area is much
needed in order to understand hybrid business models (e.g., part on-ground strategy part online
strategy). Despite rapid advances in Internet shopping, much is yet to be learned about consumers’
patronage behavior. The Internet can function as a communication channel as well as a retailing
outlet. By focusing on the buying and selling aspect of the new medium, the current study
investigates issues that are of great interest to retailing managers. We suggest a profile of
online shoppers. For instance, Internet shoppers tend to be deal-prone and concerned with time
management. E-tailers need to design their cyber storefronts so as to appeal to these shopper
characteristics, making it easy for consumers to search for and locate the company and/or its
offerings (e.g., products, services, information).
