Essay About Ease Of Use And Different Methodologies

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A MODEL FOR EVALUATING B2C E-COMMERCE WEBSITES:
APPLICATION IN THE CD E-RETAILING INDUSTRY IN
BRAZIL
Oliveira, Luiz Clбudio B., Brazilian School of Public and Business Administration – Getulio
Vargas Foundation, Praia de Botafogo 190, Room 526, 22250-900, Rio de Janeiro, Brazil,
[email protected]
Joia, Luiz Antonio, Brazilian School of Public and Business Administration – Getulio Vargas
Foundation and Rio de Janeiro State University, Praia de Botafogo 190, Room 526, 22250-
900, Rio de Janeiro, Brazil, [email protected]
Abstract
The scope of this research is to develop and test a model for evaluating B2C e-commerce websites
quantitatively. Consequently, this study seeks to investigate the relationship between the website
interface of B2C e-commerce and virtual customer behavior, emphasizing the purchasing attitude and
intention. The objective of this paper is, therefore, to research which features of a virtual store
effectively influence the user purchasing process via the Internet. In order to achieve this aim, the
Technology Acceptance Model (TAM) was adapted for pertinent theoretical references about
consumer behavior on the web. The model developed was then tested and validated through a
Structural Equation Modeling (SEM) approach. An empirical analysis of the CD e-retailing industry
in Brazil was then conducted, as this is one of the most important areas of the B2C e-commerce realm.
The study concludes that, for the electronic commerce of CDs, ease of use, trust, pleasure and
attractiveness as perceived by visitors to CD e-retailing websites are key issues for understanding
customer attitude and purchasing intention. Lastly, recommendations associated with the conclusions
of this research are made, and further research options are proposed.
Key-Words: B2C E-Commerce; Website Evaluation; E-Retailing; CD Industry; Brazil
1 INTRODUCTION
In a virtual enterprise, most of the contact with customers hinges on the interaction between the
customer and the website. However, most B2C e-commerce websites were not developed to cater to
this aspect, thus creating obstacles to conquering user trust in order to make the customer feel
sufficiently comfortable to conduct a commercial transaction (Zhang et al, 2000). Indeed, some
websites effectively discourage the purchase, producing results that are diametrically opposed to those
desired (Nielsen, 2001).
Furthermore, the Brazilian on-line retailing industry has experienced sustained growth due to the
Internet. This digital channel has increased market-share in the retailing industry as a whole (Parente,
2000). However, very little is yet known about how this virtual environment affects customer
behavior, i.e. customer attitude and intention throughout the course of the purchasing process.
Moreover, it is important to stress that in this specific scenario, all interaction between the customer
and the digital company is developed via the website. So, its characteristics are linked to the subjective
and objective elements that will influence the purchase, which makes careful planning of the website
of paramount importance, as this will either lead to the success or failure of a virtual enterprise
(Nielsen, 2001).
Hence, the scope of this article is to build a B2C e-commerce website evaluation model that makes it
possible to pinpoint the website characteristics that contribute to improving the virtual customers
attitude and purchasing intention. This model will be applied in the Brazilian CD e-retailing industry.
Similar studies regarding B2C e-commerce website evaluation have already been undertaken by
several authors (Lohse & Spiler, 1999; Turban & Gehrke, 1999; Zhang et al, 2000; Zhang & Dran,
2001; Schubert & Selz, 1999; Lederer et al, 2000; Heidjen, 2001, to name a few), though all of them
use different methodologies and pursue varied objectives. In this research, different facets of these
models are blended in such a way as to make it possible to establish the relationships between the
several factors that enable an on-line transaction.
This paper is structured as follows. Firstly, the theoretical background used to develop the model is
presented. The Technology Acceptance Model (TAM) adapted to B2C e-commerce, as well as the
classification of on-line customers, is then stressed. Using this bibliographical review, the research
methodology adopted, the hypotheses to be tested in the paper and the model developed to evaluate
the influence of the e-retailing website on the increase of customer attitude and purchasing intention
are set forth. The model developed is then tested, validated and reviewed through its application in the
Brazilian CD e-retailing industry. Finally, the contributions and limitations of the study are presented,
in addition to recommendations for further research addressing this area.