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An abbreviated report on a study conducted at jacksonville state university to examine the factors that influence individuals' intentions to engage in electronic commerce (e-commerce). The study focused on constructs such as technophobia, mental intangibility, e-privacy concerns, trust, and intentions, and hypotheses were tested to determine the impact of demographic and psychographic factors on e-commerce intentions.
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Submitted as partial fulfillment of the requirements for MKT 497: Marketing Research Tuesday, December 9, 2008
Introduction As part of the course requirements for MKT 497: Marketing Research at Jacksonville State University, a study was conducted with JSU students and individuals who were not JSU students in the Spring 2007 semester to examine factors that influence individuals’ intentions to engage in electronic commerce (e-commerce). Students in the class conducted face-to-face intercept interviews with potential respondents; as well as analyzing and reporting the results. This document constitutes an abbreviated report of the results of the described study. Purpose of the Study The management question being addressed by the study is, “what factors influence consumers in their decision to purchase e-commerce products?” This question may be addressed with the following research questions:
idea that privacy concerns are one of the most important factors limiting the growth of e- commerce. However, no systematic data exists that examines the extent to which consumers address these concerns by taking actions to protect themselves. Thus, a new measure, E-Privacy Concerns, will be used to examine how consumers actually do protect their online privacy. The final two constructs in the model are Trust and Intentions. Specifically, trust relates the degree to which the customer trusts e-commerce and intentions simply are whether or not the customer believes he/she will participate in an e-commerce transaction in the future. Gefen and Straub (2004) found that as customers’ trust in electronic products increases, their intentions to purchase the products in the future increase. Given this model and the discussion of the constructs, the following hypotheses will be tested in this study: # Hypothesis H1 Gender does not influence E-Privacy Concerns. H2 Gender does not influence Mental Intangibility. H3 Females are more trusting than Males. H4 Gender does not influence Trust in E-Commerce. H5 Gender does not influence Technophobia. H6 Females are more impulsive buyers than Males. H7 Non-Customers have greater E-Privacy Concerns than existing Customers. H8 Non-Customers do not have as clear a mental image of E-Commerce as Customers. H9 Customers Status does not influence Trusting Disposition. H10 Existing Customers Trust E-Commerce more than Non-Customers. H11 Non-Customers are more Technophobic than existing Customers. H12 Existing Customers are more impulsive buyers than Non-Customers. H13 Older consumers are less likely to buy on-line than younger consumers. H14 Consumers with more years in the workforce are less likely to buy on-line.
H15 E-Privacy Concerns negatively impact Intentions. H16 Trusting Disposition positively impacts Intentions. H17 E-Trust positively impacts Intentions. H18 Mental Intangibility negatively impact Intentions. H19 Technophobia negatively impact Intentions. H20 Impulse Buying Tendency positively impact Intentions. H21 Age negatively impacts E-Trust. H22 Technophobia negatively impacts E-Trust. H23 Mental Intangibility negatively impacts E-Trust. H24 Impulse Buying Tendency positively impacts E-Trust. H25 E-Privacy Concerns negatively impacts E-Trust. Methodology The Data Instrument In order to collect the data necessary to test the hypotheses, a questionnaire was developed that, in addition to a cover page that explained the purpose of the study, consisted of three major sections. The first section collected basic demographic information about the respondents. The second section of the questionnaire measured E-Privacy Concerns and the outcome of a serious problem the respondent had suffered with e-commerce transactions. The final section of the questionnaire measured the psychological variables Mental Intangibility, Trusting Disposition, E-Commerce Trust, Technophobia, Intentions, and Impulse Buying Tendency. Multi-item scales were employed since each of the psychological constructs was highly abstract in nature. An annotated version of the questionnaire may be seen in the Appendix to this report.
ANOVA was used to test Hypotheses 1, which stated that, “Gender does not influence E- Privacy Concerns.” Churchill’s (1979) standard of a significance level less than or equal to 0. was used as a measure of whether a difference exists between the groups. Using this standard, ANOVA revealed no statistically significant differences between females and males on E- Privacy Concerns. Hence, the decision must be made to fail to reject Hypotheses 1. Conclusions BASED ON YOUR FINDINGS IN THE RESULT SECTION, DRAW CONCLUSIONS ABOUT WHAT THEY MEAN. AN EXAMPLE MAY BE SEEN BELOW. In the testing of the first hypothesis, no statistically significant difference was discovered between females and males on E-Privacy Concerns. This means that the decision to be customer of e-commerce products, at least as it relates to these this variable, is not influenced by a person’s gender. Recommendations BASED ON YOUR CONCLUSIONS, USE YOUR KNOWLEDGE OF MARKETING TO MAKE RECOMMENDATIONS TO M-COMMERCE MARKETING MANAGERS. IN OTHER WORDS, TELL THEM WHAT THEY SHOULD DO, GIVEN YOUR CONCLUSIONS. AN EXAMPLE MAY BE SEEN BELOW. It was found that females and males do not differ in terms of their concerns about E- Privacy. Thus, it would be inappropriate to develop marketing programs that are targeted
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