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Web Systems Design andOnline Consumer Behavior
Yuan Gao
Ramapo College of New Jersey, USA
IDEA GROUP PUBLISHING
Hershey • London • Melbourne •
Singapore
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Copyright © 2005 by Idea Group Inc. All rights reserved. No part of this book may be
reproduced in any form or by any means, electronic or mechanical, including photocopying, without
written permission from the publisher.
Library of Congress Cataloging-in-Publication Data
Web systems design and online consumer behavior / Yuan Gao, editor.
p. cm.
Includes index.
ISBN 1-59140-327-8 (h/c) -- ISBN 1-59140-328-6 (s/c) -- ISBN 1-59140-329-4
(eisbn) 1. Web sites--Design. 2. Consumer behavior. I. Gao, Yuan, 1967-
TK5105.888.W36356 2005
381'.142--dc22
2004016284
British Cataloguing in Publication Data A Cataloguing in Publication record for this book is
available from the British Library.
All work contributed to this book is new, previously-unpublished material. The views
expressed in this book are those of the authors, but not necessarily of the publisher.
Acknowledgments
This book is the product of many people. I would like to thank all involved in the collation
and review process of the book, without whose help the completion of the book would not have been
possible. A special note of thanks go to all the staff at Idea Group Inc., in particular to Jan
Travers, Amanda Appicello, Michele Rossi, Jennifer Wetzel, and Mehdi Khosrow- Pour, whose
contributions, throughout the process from inception to final publication of the book, have been
invaluable.
I wish to thank all of the authors for their insights and excellent contributions to this
book. I would also like to thank all the reviewers, including most of the contributing authors, who
served as referees for chapters written by other authors and provided constructive and
comprehensive comments in the double-blind review process. Special thanks are due to Cherie
Sherman, who read and provided helpful suggestions for the preface.
Last but not least, I want to thank my wife, Laura, for her love, encouragement, and
unfailing support throughout this project. I also want to thank my lovely daughter, Crystal, for
her patience and her acceptance of Daddy’s promise to spend more time playing with her, when the
book was completed.
Yuan Gao, PhD
Ramapo College of New Jersey, USA
April 2004
About the Editor
Yuan Gao is an assistant professor of information systems at
Ramapo College of New Jersey (USA). He holds a master’s degree in computer and information science
from Brooklyn College, and an MBA and PhD in business from Zicklin School of Business, Baruch
College - The City University of New York. His research interests include human computer
interaction, user acceptance of technology, Web interface design, online consumer behavior, and
electronic commerce. His work has been published in numerous conference proceedings, scholarly
books, and academic journals such as The Electronic Library and
Journal of Electronic Commerce in Organizations.
About the Authors
Mei Cao is an assistant professor of MIS at Arkansas State
University (USA). She has published in Industrial Management
& Data Systems, the
International Journal of Product Development and the
International Journal of Services Technology and Management. Her research interests are
e-commerce and consumer online behavior, information technology in supply chain, and product
development.
Qimei Chen is an assistant professor of marketing in the
College of Business Administration at the University of Hawaii at Manoa (USA). She earned her PhD
and MA from the University of Minnesota at Twin Cities. Prior to that, she had years of industry
experience in Hong Kong and Germany. Her research interests include advertising effectiveness,
e-commerce, IT usage and cross-culture consumer behavior. She has published in the
Journal of Advertising, Journal of Advertising Research, Journal of
Database Marketing, and Interactive Journal of
Advertising.
Kuan-Pin Chiang, PhD, is an assistant professor of marketing
at the School of Business of Long Island University (USA). His primary research areas include
e-commerce, consumer behavior in the computer-mediated environment and cross-cultural consumer
research. He has published papers in Journal of Consumer
Psychology and Advances in Consumer Research and has
made numerous presentations at national and international conferences.
Subhasish Dasgupta is an assistant professor of information
systems in the School of Business and Public Management, George Washington University (USA). He
holds BS and MBA degrees from the University of Calcutta, India, and a PhD from Baruch College -
The City University of New York (CUNY). His current research interests are electronic commerce,
information technology adoption and diffusion, and Internet-based simulations and games. He has
published in journals such as Decisions Support Systems, European Journal
of Information Systems, Logistics Information Management, Journal of Global Information Management,
Journal of Global Information Technology Management, Simulation and Gaming, and Journal and Electronic Markets: The International
Journal of Electronic Commerce and Business Media. He has presented at numerous
regional, national and international conferences.
Manlio Del Giudice is a PhD in marketing and business
management working with the Faculty of Economics of Milano-Bicocca University, Italy, where he is
currently assisting Prof. Jean Jacques Lambin and the ISTEI Research Group coordinated by Prof.
Silvio M. Brondoni. Having qualified as a PhD in entrepreneurship and business innovation at the
Faculty of Economics of Second University of Naples as well, he is also operating there as a
general management research associate with the research team of Prof. Vincenzo Maggioni, Dean of
the Faculty of Economics. He has been recently research associate in the Department of Marketing of
the Graduate School of Business of Grenoble (France), joining the research group co-ordinated by
Prof. Michel Polski. So far he has lectured in international meetings and has also taught marketing
in master’s and post-degree courses. He is mostly concerned with studying topics such as
e-marketing, consumer behavior in a digital economy, e-loyalty, as well as knowledge
management.
Ruby Roy Dholakia (PhD, Northwestern University) is
currently a professor of marketing and electronic commerce at the College of Business
Administration, University of Rhode Island, Kingston, Rhode Island (USA). She is also director of
RITIM (Research Institute for Telecommunications and Information Marketing) which is involved in
the study and research of new information technologies. Her research interests are in the areas of
market acceptance of technology products and services, consumer socialization processes and
marketing and development. She has published widely and been invited as a keynote speaker and
seminar leader by academic and business organizations in the US, Europe and Asia.
Elizabeth E. Grandon is an assistant professor at the School
of Business at Emporia State University (USA). She is a doctoral candidate at Southern Illinois
University where she received her MBA in management information systems with the support of a
Fulbright Scholarship and the University of Bío-Bío, Chile. Her research appears in
Information & Management,
Communications of AIS, Journal of Global Information Technology Management, Journal of Computer
Information Systems, Journal of Computing Sciences in Colleges, and various national and
international conference proceedings. Her research interests include technology acceptance,
information technology adoption in small businesses, e-commerce, and database management.
Ji-Young Hong is a doctoral student in advertising in the
University of Texas at Austin (USA). She received her MA in advertising from Michigan State
University and BA in communication from Seoul National University. Her research interests include
consumers’ decision making on the Internet, the impact of communication technologies on consumer
relationship management, and the use of Internet as a tool for consumer research. Her work has been
published in International Journal of Advertising and
Journal of Computer-Mediated-Communication.
Jang-Sun Hwang (PhD, University of Tennessee), is a
full-time instructor at the Chung- Ang University, Seoul, Korea. His research interests are
examining consumer behavior on the Web, cross-cultural analysis of advertising creative strategy,
and application of qualitative research to advertising research and practices. His previous
research has appeared in some qualified journals including Journal of
Advertising, Journal of Advertising Research, International Journal of Advertising, and Journal of
Interactive Advertising. He also has continuously presented his research works in
relevant academic conferences such as American Academy of Advertising (AAA)
and Association of Education for Journalism and Mass
Communication (AEJMC).
Marios Koufaris is an assistant professor in computer
information systems at Baruch College, CUNY in New York City. He received a PhD in information
systems from the Stern School of Business of New York University, a BS in decision sciences from
the Wharton School of Business, and a BA in psychology from the College of Arts and Sciences, both
at the University of Pennsylvania. His research interests include consumer behavior in Web-based
commerce, end user behavior, and the social impact of IT. His work has been published in
Information Systems Research, International Journal of Electronic Commerce,
Information & Management, DATA BASE for Information Systems,
and Communications of the ACM.
Nanda Kumar is an assistant professor in the Computer
Information Systems Department at Baruch College - The City University of New York (USA). He
received his PhD in management information systems from The University of British Columbia (2003).
His current research interests include behavioral aspects of B2C e-commerce, computer mediated
communication, information visualization and e-government.
Byung-Kwan Lee is a doctoral candidate of advertising at the
University of Texas at Austin (USA). He received his MA in psychology from Seoul National
University, Korea, and MA in advertising from the University of Texas at Austin. His research has
focused on consumer information processing and advertising effectiveness on the Internet. Recent
works include information overload on the Internet and factors affecting online information
search.
Dong-Il Lee is currently an assistant professor at Sejong
Cyber University, Seoul, Korea. He received bachelor’s, master’s, and PhD degrees from Seoul
National University, Korea. His major is marketing. His research focuses on e-business. His
research interests range from consumer loyalty to e-business B2B application adoption. He published
many articles in marketing and management information systems journals and proceedings.
Wei-Na Lee is an associate professor of advertising at the
University of Texas at Austin (USA). She received her PhD in communications and MS in advertising
from the University of Illinois at Urbana-Champaign. She earned an MA in journalism from the
University of Wisconsin-Madison. Dr. Lee was a visiting professor at DDB Needham, Chicago, and at
D’Arcy Masius Benton and Bowles in New York City. Her research interests include cross-cultural
consumer behavior, multicultural marketing communication, and consumer acculturation in a
technology-mediated environment. Dr. Lee’s work has appeared in Journal of
Advertising, Journal of Advertising Research,
International Journal of Advertising, Journal of Business Research, Psychology
& Marketing, and Journal
of International Consumer Marketing, among others. She received the AAA Research
Fellowship in 1992 and 2002, respectively. Dr. Lee was a track chair for the Academy of Marketing
Science’s 1998 Multicultural Conference and she co-chaired the 1999 Advertising and Consumer
Psychology Conference on Diversity in Advertising. From 1998-2001, Wei-Na was executive director of
the Office of Survey Research at the University of Texas at Austin.
Sally J. McMillan (PhD, University of Oregon) is an
associate professor of advertising and public relations at the University of Tennessee (USA). Her
research focuses on exploring the concept of interactivity, definitions and history of new media,
health communication, and impacts of communication technology on organizations and society. Dr.
McMillan has published research in Electronic Journal of Communication,
Health Communication, Journal of Advertising, Journal of
Advertising Education, Journal of Advertising Research, Journal of Computer Mediated Communication,
Journal of Interactive Advertising, Journal of Intercultural Communication Research, Journalism and
Mass Communication Quarterly, and New Media and
Society.
Margaret Myers is an associate professor of marketing and
associate dean in the College of Business at Northern Kentucky University (USA). She received her
MBA and PhD from Indiana University, and a BA from Birmingham University, UK. Her research
interests focus on marketing history, especially as it involves women and minorities, and on the
cultural significance of marketing activities. She has also taught in the honors program and in
women’s studies at Northern Kentucky University.
Yue Pan is an assistant professor of marketing at the
University of Dayton (USA). She has published articles in International
Journal of Internet Marketing & Advertising, and
various national conference proceedings including: American Marketing Association, Academy of
Marketing Science and MSI. Her dissertation, which investigates online patronage behavior in a
retail setting, received The Mary Kay Award granted by the Academy of Marketing Science. Her
current research interests lie in the areas of e- commerce, cultural aspects of consumer behavior,
and advertising effects.
Penelope Markellou has an MS in computer science, in the
area of designing and evaluating e-business systems. She is working as a researcher in the Computer
Engineering and Informatics Department of the University of Patras, Greece, and in the Internet and
Multimedia Technologies Research Unit of the Research Academic Computer Technology Institute. Her
research interests lay on personalization and Web mining techniques applied in the e-commerce and
e-Learning domains. She has published several research papers and is co-author of five book
chapters.
Robert Pennington earned his PhD in mass communication
research at the University of Wisconsin (USA). He is on the faculty of the Graduate Institute of
Technology & Innovation Management at National Chung Hsing University in Taichung, Taiwan.
Within the institute, he specializes in the market realization of technology and innovation. In
general he specializes in consumption and marketing communication as cultural processes. He has
written previously about marketing communication development, advertising and brands within
consumer culture, the meanings of consumer brands and psycho-linguistic methodology.
C. Ranganathan is an assistant professor at the Department
of Information and Decision Sciences, University of Illinois at Chicago (USA). His current research
focuses on e- business and information systems strategies, strategic management of IT, and
organizational issues in IT. His research has been published in journals such as
Communications of the ACM, Decision Sciences Journal, Information
& Management, Information Systems Management,
International Journal of Information Management, Journal of Information
Technology, Journal of Strategic Information Systems, and
Journal of Computer Information Systems. Ranganathan won the best doctoral dissertation
award at the International Conference of Information Systems in
1998. He is also a two-time winner of the SIM International paper
awards in 2001 and 2002. He holds a doctorate in MIS from the Indian Institute of
Management, Ahmedabad, and a master’s degree from BITS, Pilani, India.
Maria Rigou has an MS in computer science, in the field of
interactive systems evaluation. She is currently working as a researcher (PhD student) at the
Computer Engineering and Informatics Department of the University of Patras, Greece, and also at
the Internet and Multimedia Technologies Research Unit of the Research Academic Computer Technology
Institute. As a researcher she is working on personalization techniques and the use of Web usage
mining in adapting Web site content and structure and has several publications in the domain of web
mining and its applications in e- commerce, e-learning, as well as the formation and behavior of
online communities. She is co-author in three book chapters on personalization related
technologies.
Manuel J. Sánchez-Franco, PhD, is a professor of marketing
at the University of Seville, Spain. His research efforts since 1996 focus on Internet marketing
strategy, and psychological processes and advertising effects. He has published widely in marketing
and management journals. Currently, Professor Sánchez-Franco’s research interests include the
design and interpretation of models to explain behaviours in online environments. He has designed
and run experiments to measure factors that reduce time pressure as a cost for Web users.
Specifically, Professor Sánchez-Franco evaluates the mediating role of main intrinsic and extrinsic
motives explaining users’ Web acceptance and usage.
Cherie Ann Sherman is a professor of information systems in
the School of Business at Ramapo College of New Jersey (USA), where she teaches computer law and
ethics. She is a patent attorney and admitted to practice law in New York and New Jersey. Her
technical background includes a master’s degree in computer science, from the School of Electrical
Engineering, Polytechnic University, and she was a systems analyst and programmer for several
Fortune 50 corporations. She received the MBA and JD (cum laude) from Pace University, where she
studied patent and intellectual property law and was a member of the Law Review. Most recently, she
was outside counsel to the Intellectual Property Department of Philips Electronics and Ernest Buff,
Intellectual Property Associates. She is a co-author of the Ramapo College Copyright Policy and
Policy on Appropriate Use of Information Technology and a member of the American Intellectual
Property Law Association.
Spiros Sirmakessis is an assistant professor in the
Technological Educational Institution of Messolongi, Greece, and manager of the Internet and
Multimedia Technologies Research Unit of the Research Academic Computer Technology Institute
(http://
www.cti.gr). He is also an adjunct assistant
professor in the University of Patras, teaching human computer interaction and e-business courses.
His research areas include human computer interaction, human factors, e-business strategies,
efficient techniques for designing interactive systems and web mining. He is co-author of three
books and several research papers published in international journals and conferences.
Changsoo Sohn is an assistant professor in The Catholic
University of Korea. Before joining The Catholic University of Korea, he was an assistant professor
in Saint Cloud State University, Saint Cloud, Minnesota (USA). He received his bachelor’s degree
from Seoul National University, Seoul, Korea, and an MBA and PhD from Southern Illinois University,
Carbondale, Illinois (USA). His major is management information systems. His main research
interests are electronic commerce and service operations management. His research was published in
many journals and proceedings.
Ming Wang, PhD, teaches in the Department of Information
Systems at California State University in Los Angeles (USA). Previously, she taught at Embry-Riddle
Aeronautical University in Daytona Beach, Florida. Her industrial experience includes being a
software engineer with Boeing at NASA Kennedy Space Center and a system instructor at Iowa Health
Systems. She has numerous articles published in the refereed journals and books. Her current
research interests are in e-commerce collaboration, globalization, e-service quality,
e-satisfaction, object-relational databases, database Web applications, and server
technology.
Stu (Wes) Westin, PhD, is a professor of information systems
at the University of Rhode Island (USA). He has published articles in a variety of academic
journals including MIS Quarterly, Journal of Database Management, Information
& Management, Behaviour
&
Information Technology, Telematics and Informatics,
Information Resources Management Journal, and
Journal of Marketing Research. Dr. Westin is also associate
editor of Journal of End User Computing and a contributing
author to several academic books on computers and information technologies. In addition, he has
developed numerous custom software systems for research and educational applications. He has
lectured in the US and in Europe on the topic of information technology.
Li Xiao is a PhD candidate of information systems at the
George Washington University (USA). She received her Bachelor of Economics from the University of
International Business and Economics, China. She worked with the United Nations Development
Programme for several years in the area of information management and financial analysis. Her areas
of research interest include information systems effectiveness, user satisfaction with information
systems, information systems impact on organizations, economics of information systems, and global
information systems technology. She has presented her research at several national
conferences.
Qingyu Zhang (PhD, CFPIM, MCSD, MCSE, MCDBA) is an associate
professor of Decision Sciences & MIS at Arkansas State University (USA). He has published in
the Journal of Operations Management, the International Journal of Production Re- search, the International Journal of Production Economics, and elsewhere. His re- search interests are value chain flexibility, product
development, and e-commerce/e- business.
Xiaoni Zhang is an assistant professor of management
information systems in the Department of Information Systems College of Business Administration at
Northern Kentucky University (USA). She received a PhD from the University of North Texas (2001),
an MBA from Huron University (1995), and a BS in agricultural sciences from Hebei Agricultural
University (1987). Her published works appear in International Conferences on Information Systems
in 2000 and several journals. Her research interests include mobile commerce, e-commerce,
information quality, Web evaluations, information systems development, and maintenance. She is a
member of The Association of Information Systems, and Decision Sciences Institute. Her teaching
interests are in systems development and e-commerce.
George M. Zinkhan is the Coca-Cola Company Chair of
Marketing at The University of Georgia (USA). He received his PhD in marketing from The University
of Michigan in 1981. Dr. Zinkhan has published more than 100 research papers in the areas of
marketing, advertising, and electronic commerce. These papers appear in leading journals such as
Journal of Marketing, Journal of Marketing Research, Journal of Consumer
Research, Journal of Advertising, Journal of the Academy of Marketing Science, Journal of Applied
Psychology and Decision Sciences. He currently serves
as the editor of the Journal of the Academy of Marketing
Science.
