Our study aims to provide a broad view of Web-based shopping, incorporating a wide variety of predictors 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).