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

Conclusion

This chapter examines two theories that have been widely used over the past decade to assist
in understanding of the IS/IT adoption and implementation processes, and links them to the
marketing value chain. The theoretical development suggests that there is scope for further
extension of TAM to adapt to the Web-based usage and its profitable consequences. Therefore, placed
in this context, the theory may help to further the empirical research and to clarify and examine a
Web acceptance and usage model. In other words, the aim of the research has been to investigate how
well flow-model theory can be aligned with TAM and to provide a relationship with the Web
acceptance and its proper usage.

In this e-CRM context, the design of a Web site based on technology acceptance and flow
theories is a crucial determinant of whether visitors are likely to accept and return to the site.
An effective site design has a significant influence on site traffic and the number of transactions
users conduct on a Web site. A main conclusion is that a Web site must not be simply designed as
easy to use thus decreasing Web site usage (aspects related to SI). It is designed (1) to be
stimulating to use and thus (2) to evoke compelling user experiences to increase profitable Web
site usage. The online environment must promote a long-term perspective with a user-retention focus
and involvement based on extrinsic and intrinsic motives, leading to valuable behaviours and, in
turn, greater expected Web use. Therefore, flow would occur during both goal-directed as well as
experiential types of activities.

Likewise, rather than just evaluating the theoretical aspects, the basic model can be used to
assess motivational design aspects during the browsing process. Exploring flow-antecedents and
consequences for predicting and explaining Web-technology acceptance and usage would have greater
practical value. (1) Web sites would be likely to assess user demand for new design ideas to
facilitate flow. (2) Users would be likely to find a Web site leading to an enduring relationship
and lessen users’ boredom and anxiety.