Managerial Process Skills

MMS Sem II
Prof M.R.Koshti
Session 8
No. of slides 35
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Management problem
One entrepreneur wants to explore internet
for distribution
What factors should be considered by an
organization which is thinking to use internet
as one of the distribution channels?**

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Research title
An Analytical Study of Impact of Consumer
Characteristics, Website Characteristics &
Product Category on Consumer Information
Search Behaviour and Intention to Transact
On-Line**

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Research Questions

Consumer
Characteristics

Website / etailer
characteristic

Product
Characteristics

Consumer Search Behaviour

Intention to transact on-line

1) How does internet self

efficacy affect the amount
of time spent on internet
to search product related
information?
2) How do website
characteristics affect
consumer search
behavior?

4) Can personality traits be used to

predict on-line buying intention?

3) What are the product

categories for which
consumers will search
information on internet
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5) What are the hygienic and

motivational characteristics of the
website? What type of e-tailers ebuyers prefer to buy from? What
policies an etailer should adopt for
payment?
6) What type of products e-buyers
prefer to buy on internet? How
important is brnad name in internet
buying
4

1) How does internet self efficacy affect the amount of

time spent on internet to search product related
information?

There is a positive co-relation between

internet self efficacy and the amount of time
spent on internet to search product related
information
Internet users with low Intention to transact
online (ITOL) spend less time in searching
product information on the internet**

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Research Questions

Consumer
Characteristics

Website / etailer
characteristic

Product
Characteristics

Consumer Search Behaviour

Intention to transact on-line

1) How does internet self

efficacy affect the amount
of time spent on internet
to search product related
information?
2) How do website
characteristics affect
consumer search
behavior?

4) Can personality traits be used to

predict on-line buying intention?

3) What are the product

categories for which
consumers will search
information on internet
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5) What are the hygienic and

motivational characteristics of the
website? What type of e-tailers ebuyers prefer to buy from? What
policies an etailer should adopt for
payment?
6) What type of products e-buyers
prefer to buy on internet? How
important is brnad name in internet
buying
6

2) How do website characteristics

affect consumer search behavior?
There is a positive co-relation between the
time spent on a website and websites ease
of use
Time spent on a website is high if it offers
more variety of products**

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Research Questions

Consumer
Characteristics

Website / etailer
characteristic

Product
Characteristics

Consumer Search Behaviour

Intention to transact on-line

1) How does internet self

efficacy affect the amount
of time spent on internet
to search product related
information?
2) How do website
characteristics affect
consumer search
behavior?

4) Can personality traits be used to

predict on-line buying intention?

3) What are the product

categories for which
consumers will search
information on internet
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5) What are the hygienic and

motivational characteristics of the
website? What type of e-tailers ebuyers prefer to buy from? What
policies an etailer should adopt for
payment?
6) What type of products e-buyers
prefer to buy on internet? How
important is brnad name in internet
buying
8

3) What are the product categories for which

consumers will search information on internet

Consumers search information for all types of

products (goods & services) on internet**

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Research Questions

Consumer
Characteristics

Website / etailer
characteristic

Product
Characteristics

Consumer Search Behaviour

Intention to transact on-line

1) How does internet self

efficacy affect the amount
of time spent on internet
to search product related
information?
2) How do website
characteristics affect
consumer search
behavior?

4) Can personality traits be used to

predict on-line buying intention?

3) What are the product

categories for which
consumers will search
information on internet
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5) What are the hygienic and

motivational characteristics of the
website? What type of e-tailers ebuyers prefer to buy from? What
policies an etailer should adopt for
payment?
6) What type of products e-buyers
prefer to buy on internet? How
important is brnad name in internet
buying
10

4) Can personality traits be used to

predict on-line buying intention?
Adventurous consumers Intention to transact
online (ITOL) is more than that of non
Adventurous consumers.
Risk averse consumers have less ITOL
Males have more ITOL than females**

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11

 More education means more ITOL

Metro residents have more ITOL than non
metro residents
Younger consumers have more ITOL than
older ones**

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12

..
IT related employees / business people have
more ITOL
More the time spent on internet, more ITOL
On line transaction self efficacy and ITOL have
positive correlation**

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13

 Internet users having higher income have

more ITOL
Internet Banking users have more ITOL**

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14

..
Phone banking users have more ITOL
Credit / debit card holders have more ITOL
Tele(TV)-shoppers, have more ITOL**

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15

 catalogue buyers have more ITOL

Internet users who have internet connection
at the home have more ITOL
Internet users who have travelled abroad
have more ITOL**

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16

..
Marital status does not affect ITOL
Member of social internet sites have more
ITOL
On line share traders have more ITOL**

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17

 Consumers with more internet transaction self

efficacy have more ITOL
Consumers who use internet heavily have
more IOTL**

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18

Research Questions

Consumer
Characteristics

Website / etailer
characteristic

Product
Characteristics

Consumer Search Behaviour

Intention to transact on-line

1) How does internet self

efficacy affect the amount
of time spent on internet
to search product related
information?
2) How do website
characteristics affect
consumer search
behavior?

4) Can personality traits be used to

predict on-line buying intention?

3) What are the product

categories for which
consumers will search
information on internet
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5) What are the hygienic and

motivational characteristics of the
website? What type of e-tailers ebuyers prefer to buy from? What
policies an etailer should adopt for
payment?
6) What type of products e-buyers
prefer to buy on internet? How
important is brnad name in internet
buying
19

5) How does Website / e-tailer

characteristics affect ITOL
For people having more self internet efficacy,
the ease of use of a site is a motivational
factor and not hygiene (or must).
E-buyers prefer to e-buy from e-tailers who
had established themselves with brick and
mortar shops)**

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20

 Cash on delivery is the most preferred

option by consumers**

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21

Research Questions

Consumer
Characteristics

Website / etailer
characteristic

Product
Characteristics

Consumer Search Behaviour

Intention to transact on-line

1) How does internet self

efficacy affect the amount
of time spent on internet
to search product related
information?
2) How do website
characteristics affect
consumer search
behavior?

4) Can personality traits be used to

predict on-line buying intention?

3) What are the product

categories for which
consumers will search
information on internet
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5) What are the hygienic and

motivational characteristics of the
website? What type of e-tailers ebuyers prefer to buy from? What
policies an etailer should adopt for
payment?
6) What type of products e-buyers
prefer to buy on internet? How
important is brnad name in internet
buying
22

6) What type of products e-buyers prefer to buy on

internet? How important is brand name in internet
buying?

Consumers do not buy products which require

touch and feel e.g. apparels, shoes, beauty
products on internet
Consumers prefer to buy products online
where there is instant gratification e.g.
cinema /travel tickets, hotel booking, music,
shares, books in soft copy form etc.)**

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23

 What brands are preferred by E-buyers? **

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24

Survey
Do not write anything on the questionnaires
Distribute 3/4 questionnaires to each student
Glance through the questionnaire**

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25

Constructs

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26

1) ITOL (Intention to transact on-line)

Q16 (subquestions1 to 16) (11 n 12 deleted)
14 items

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2) Adventurousness
Q16 (sub-questions 17-23)
7 items

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28

3) Risk averseness (6 categories of risk)

Performance risk (6 items, Q19, 1-3)

Financial risk (4 items, Q19, 4-7)
Time risk (5 items, Q19, 8-12)
Social risk (7 ITEMS, Q 24, 1-6)
Physical risk (4 items, Q24, 7-10)
Psychological risk (4 items, Q 24, 11-14)**

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4) Internet transaction self efficacy

4 items (Q 28, Table 1)

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Measure of agreement Likert scale

1.
2.
3.
4.
5.
6.
7.

Strongly disagree
Very much disagree
Somewhat disagree
Not sure
Somewhat agree
Very much agree
Strongly agree
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31

Guidelines to get the questionnaires

filled
Ask question to the respondent Do you use
internet
Proceed if Yes
Have you bought anything on the internet
including rail / cinema tickets (except
shares/bonds..)
Yes / No (Decide)
All the three respondents should NOT be in the
same category (e-buy / no e-buy)
(1 e-buy, 2 non e-buy) or (2 e-buy, 1 non e-buy)**
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Types of respondents (A)

Students (Excluding TIMSR, you can not be a
respondent) 1 to 30
People Looking for job- 31 to 60
People doing IT related service / business 61
to 90
People doing Non IT related business /
service 91 to 120
Housewives - 121 to 153
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33

Types of respondents (B)

Students (Excluding TIMSR, you can not be a
respondent) 154 to 183
People Looking for job- 184 - 213
People doing IT related service / business
214 - 243
People doing Non IT related business /
service 244- 273
Housewives -274-313
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Marks (10)
Submit the completely filled up
questionnaires (on my table) by 15 Jan 2014
Marks will be deducted..
1. For incomplete questionnaires (Write your
names and roll nos. on the last page bottom)
2. If all 3 questionnaires are not filled up
3. For delayed submission
4. For non-real respondents*****
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