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Does the online commerce medium matter? The moderating role of habit and social presence

Krasonikolakis, I. (2018) Does the online commerce medium matter? The moderating role of habit and social presence. In: 47th EMAC Conference, 29 May 2018 - 1 June 2018, Glasgow, UK. (Unpublished) (Access to this publication is currently restricted. You may be able to access a copy if URLs are provided) (KAR id:68789)

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Recent studies raise the possibility that different commerce media invite different product purchase decisions. We follow an interdisciplinary approach by applying the Uses and Gratifications (U&G) theory in the marketing context in order to understand the specific reasons why consumers turn to desktop and mobile devices for conducting purchases. The results from two laboratory experiments involving an actual purchase demonstrate that consumers find different value in the distinctive characteristics of the media in question. Although there is a positive relationship between the intention to buy and product purchase in online environments, the habitual use of the medium moderates this relationship. Purchase intention x habitual use of the medium interactions are related to purchase behavior when habit is strong. Similarly, the presence of other people while the purchase is being made via desktop and mobile devices has a normative influence on purchase behavior.

Item Type: Conference or workshop item (Proceeding)
Uncontrolled keywords: Uses and Gratifications theory, habit, social presence Track: Digital Marketing
Subjects: H Social Sciences
Divisions: Divisions > Kent Business School - Division > Department of Marketing, Entrepreneurship and International Business
Depositing User: Ioannis Krasonikolakis
Date Deposited: 24 Aug 2018 09:37 UTC
Last Modified: 11 Oct 2021 09:10 UTC
Resource URI: (The current URI for this page, for reference purposes)

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