International Consumer Behaviour in E-Commerce

Online Auction Web Site Acceptance in New Zealand and Germany
Erscheinungsjahr 2010
ISBN: 978-3-8288-2189-7
Verlag: Tectum

Buch, Englisch, 268 Seiten, broschiert, Format (B × H): 148 mm x 210 mm, Gewicht: 394 g

Within only a few years, business use of the Internet has grown from a cautious experiment to a major element of the world economy. Online auction Web sites have become one of the fastest growing areas of international e-commerce. Yet, relatively little is known about the online auction phenomena in different parts of the world. While a large number of consumers worldwide frequently participate in online auctions, research on this international consumer behaviour and on the question of ""what drives them to participate"" is limited. This book by Stefan Bodenburg aims to predict consumer acceptance of online auction Web sites in New Zealand and Germany by proposing a set of key drivers for engaging consumers in online auctions. The framework uses the constructs of the Technology Acceptance Model (TAM) as a basis, extended by selected exogenous factors. The results indicate that the core TAM holds its explanatory power well in New Zealand and fundamentally so in Germany. However, the findings for the extended TAM demonstrate differences between consumers of the two countries, particularly with regard to their trust and risk perceptions. This book and its revised extended models can provide multinational business development strategists, Web site marketers and academics with an improved understanding of strategies and practices to employ.

Autoren/Hrsg.

Bodenburg, Stefan

Fachgebiete

• Wirtschaftswissenschaften Volkswirtschaftslehre Volkswirtschaftslehre Allgemein Verhaltensökonomik
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Sozialwissenschaften Soziologie | Soziale Arbeit Spezielle Soziologie Freizeitsoziologie, Konsumsoziologie, Alltagssoziologie, Populärkultur

Inhaltsverzeichnis

TABLE OF CONTENTS
ABSTRACT
LIST OF TABLES
LIST OF FIGURES
LIST OF APPENDICES
LIST OF ABBREVIATIONS
INTRODUCTION
1.1 Research Background
1.2 Justi?cation for the Research
1.3 Research Question and Objectives
1.4 Research Approach
1.5 Scope of Research
1.6 Structure
LITERATURE REVIEW
2.1 Introduction
2.2 The Internet and Electronic Commerce
2.3 Online Auction Web Sites
2.4 Model Development
2.4.1 Introduction
2.4.2 The Diffusion of Innovations Theory
2.4.3 The Theory of Reasoned Action
2.4.4. The Theory of Planned Behaviour
2.4.5 The Technology Acceptance Model
2.4.6 Extending the Technology Acceptance Model
2.4.7 Summary
RESEARCH METHODOLOGY
3.1 Introduction
3.2 Primary Research Design
3.2.1 Quantitative Versus Qualitative Research
3.2.2 Survey Method
3.2.3 Survey Format
3.2.4 Questionnaire Design and Measurement Development
3.2.5 Data Collection Procedure
3.3 Analytical Methods
3.4 Ethical Considerations
RESEARCH RESULTS AND DISCUSSION
4.1 Introduction
4.2 Pro?le of Respondents’ Sample
4.3 Behavioural Results and Discussion
4.3.1 Use of the Internet
4.3.2 Use of Electronic Commerce and Online Auction Web Sites
4.3.3 Discussion of the Behavioural Results
4.4 Attitudinal Results and Discussion
4.4.1 Scale Reliability
4.4.2 Descriptive Results and T-Tests
4.4.3 Multiple Regression Analyses
4.4.4 Testing for Interaction Effects of Uncertainty Avoidance
4.4.5 Bivariate Correlations
4.4.6 The Constructs of the Research Model
4.4.7 The Technology Acceptance Model in New Zealand
4.4.8 The Technology Acceptance Model in Germany
4.4.9 The Extended Technology Acceptance Model in New Zealand
4.4.10 The Extended Technology Acceptance Model in Germany
4.5 Summary
CONCLUSIONS AND IMPLICATIONS
5.1 Introduction
5.2 Conclusions
5.3 Academic Implications
5.4 Managerial Implications
5.4.1 General Managerial Implications for Both Countries
5.4.2 Implications for Electronic Commerce in New Zealand
5.4.3 Implications for Electronic Commerce in Germany
5.5 Limitations and Future Research
LIST OF REFERENCES
APPENDIX A
APPENDIX B
APPENDIX C
APPENDIX D

Über Autor(innen)

Stefan Bodenburg, Master of Commerce, Dipl.-Wirtschaftsjur., studied Marketing Management in New Zealand and International Business Law in England and Germany. He currently works as a Business Development Manager for an international law firm.