Web Systems Design and Online Consumer Behavior [Electronic resources] نسخه متنی

Future Trends

The objective of this chapter was to create an
opportunity for researchers desiring to advance Web-adapted theory. However, due to the limitations
of this chapter, there are still some related problems that should be investigated in the future.
The specific variables in each category of our framework are not exhaustive, but reflect factors
that the literature suggests are most likely to be relevant to Web acceptance research and
implementation. Research questions can be raised according to the major framework
components.

We argue that the relationships between affective and cognitive dimensions forming both
electronic service quality and satisfaction may provide useful insights for how firms should
allocate resources in different psychographic segments depending on browsing behaviour. In future
research, we must analyse if the relative importance of the electronic service quality and
satisfaction dimensions varies from one segment to another. Therefore, service firms may benefit
from allocating their resources differently in each segment.

Likewise, we restricted our investigation to intrinsic and extrinsic motives. However, user
behaviour is explained via a model of triadic reciprocity in which behaviour, cognitive and
personal factors and environmental events all operate interactively as determinants of each other
(Hwang and Yi, 2002). Thus, it is necessary to fulfil the model with the role of consumer
demographic variables and navigation context (work/home, high/low download, etc.) that are
unexplored in this research. Likewise, to the extent that using a CME depends on non-motivational
factors like “requisite opportunities and resources” (for example, Internet access), the
traditional formulation will not accurately predict intentions and subsequent Web usage (Hoffman
and Novak, 1996b).

Finally, the present research may be effectively extended beyond (1) a general analysis of
Web acceptance and usage to the modelling in specific Web sites and (2) products/ services suited
to a relationship-oriented market approach. The research cannot provide insights into the role of
personal factors on individual sites. These factors can play distinct roles depending on the nature
of the Web site, or nature of the visit.