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1、c一一sUnderstandingtheBe1iefsandIntentionsinSearchandPurchaseFunctionsinanE-CommerceWebSiteJulianLinandHockChuanChan1、1NTRODUCTION2、THEORET1CALBACKGROUND3、RESEARCHMODELANDMETHODOLOGY4、DATAANALYS1S5、RESULT6、D1SCUSS10N7、1MPLI1CATIONANDCONCLUSIONFormanyyears,thetechnologyacceptancemode|(TAM)hasbeenwidely
2、usedtomeasuretheacceptanceofasingle-functionsystemsuchasemail,personalcomputer.TAhasthreemainfactors:perceivedusefulness(PU,perceivedeaseofuse(PE0U),andbehavioralintention(B1)、Generally,TAMstudieshavetreatedeachs0ftwaresystemasaholisticsystemi|is,3sSessedseparately,foptuodifferentfunctions,intention
3、toinquireandintentiontopurchase,whilePUandPEOUremainasSinglefactors.Functionbasedanalyseswi11becomemoreimportantasmoderntechnologiesareintegratingmanydifferentfunctionsintoasinglesystem,tisimportantforvendorstounderstandnoton1ytheimpactofsearchingintentiononpurchaseintention,butalsotheeffectsofthebe
4、liefsbetweentwofunctions.thisstudyinvastigateshowperceptionsofthesearchfunctioncanaffsctpurchaseintentionatanecommerceWebsite,whichmayleadtohigherpurchaseconversionrates.Consumersmayexhibittwotypesofbehavior:刀)goaloriented,whereconsumersfirsthaveapurchaseintentionand2)experiential,wheretheydonothave
5、initialpurchaseintention.Further,accordingtoMoe42,only7%aregoalorientedshoppers,Thus,thebigmajorityareexperientialshoppers,Wheresearchingmayaffectinmediatearfuturepurchase1THA“FunctionalApplicationofTechnologyAcceptanceMode|Traditional1y,studieswithTAMhavetreatedeachsystemasaholisticunit,whereeachfa
6、ctorismeasuredasasinglefactor。Thesestudieshaveprogressedthroughthreestages.(1)B1wasseparatedintosearchandpurchassfunctionsWhifePE0UandPUweremeasuredhoiisticaily:.(2)differenttasksrequiredifferentsetsofsoftwarefeatureswithdifferentPEOUandPUforeachtask,(3)therelationshipsoffactorsacrossfunctionswereco
7、nsidered11.THEORB.、Goal-0rientedandExperientialBehavior(1)Goal-orientedshoppershaveanintentiontopurchaseaspecificproductbeforetheyintendtofinditon1ineoroff-1ine,(2)Experientialshoppersdonothaveaninitialpurchaseintention,buttheyhaveanintentiontobrowseforfunorforknowledgeandmaydevelopapurchaseintentio
8、n|ater:,(3)Shoppsrsnayalsoexhibitbothgoaiorientedandexperientialbehaviors,Theymayhaveanintentiontopurchasefirst,Duringthesearchingphase,theymayencounternewproductsanddevelopanintentiontopurchase.THEOR0,E-commerceFunctionsinConsumerPurchaseDecisionProcessAconsumerpurchasedecisionprocessmode|describes
9、howconsumersmakepurchasingdecisi。ns(_tWaSderivedfromadecisionprocessproposedbyDeweyaboutacenturyago、Thersarefiyestagesin_thisprocessmode1:1)prablemrecognitian;2)informetionsaarchi3)evaluationofalternatives;小purchasedecision;and5)postpurchaseevaluation.1TH0.、Task-DependencyBetweenSearchandPurchasePro
10、cessesFourtypesoftaskdependenciesarefinish-to-start(FS),start-to-start(S5),finish-to-finish(FF),andstart-to-finish(SF),FSmeansthatthedependentcouldonlystartaftertheprecedenthasfinished、SSisthatthedependentcouldstartafteftheprecedanithasstarted、FFisthatthedependentcouldonlyfinishaftertheprecedenthasf
11、inished,andSTisthatthedependentcouldonlyfinishaftertheprecedenthasstarted.Hypoth鼻sHl:Imtentiontosearchhasaneffectontheintentiontopurchase.H2:PEOUforsearchhasaneffectonPEOUforpurchase.H3:PUforsearchhasaneffectonPUforpurchase.H4:PEOUf0rSearchhasaneffeetonintenitiolttSearch。HS:PUforsearchhasaneffectonintentiontosearch.
