The Impact of Electronic Commerce Environment on User Behavior: The Case of a Complex Product

TLDR

Electronic commerce growth is accelerating, yet as it matures the virtual nature of online shopping increasingly concerns consumers, many of whom feel uneasy about the lack of physical interaction. The study aims to determine how electronic commerce environments can be designed to approximate the physical store experience and thereby increase consumer acceptance. Researchers developed four prototype EC systems varying in environmental fit with a complex product and conducted laboratory experiments to assess how fit affects user outcomes. Results provide strong evidence that fit between the EC environment and product type improves user outcomes for complex products.

Abstract

There is no doubt that growth of electronic commerce (EC) on the Internet/Web is only going to accelerate even more. However, as the EC technology matures and attracts a larger number of mainstream consumers, the virtuality of the EC environment will become an important issue. Many consumers feel uncomfortable with this virtuality. A compelling issue facing the designer/developer of an EC environment is how the EC environments can be made more acceptable to consumers by approximating their real-world physical store purchase experience. Drawing upon previous literature, this study uses the theme of fit between EC environment and the product type. Four different prototype systems depicting different EC environments for a complex product were developed. Using laboratory-based experiments, the influence of fit between EC environment and product type on user outcomes was examined. Significant support to the fit theory in the context of a complex product is obtained.