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Modifying UTAUT and innovation diffusion theory to reveal online shopping behavior: Familiarity and perceived risk as mediators

机译：修改UTAUT和创新扩散理论以揭示在线购物行为：熟悉和感知到的风险作为中介

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摘要

This study adapted the Unified Theory of Acceptance and Use of Technology (UTAUT) and innovation diffusion to show how virtual community building, website performance expectancy, effort expectancy, trialability, and two mediators (familiarity and perceived risk) interact and affect online shopping intention. A total of 430 valid participants were collected, all of whom had the goal of buying a smart phone. The results of the structural equation model analysis show that performance expectancy and effort expectancy positively affect website familiarity; virtual community building and trialability positively influence product familiarity; and perceived risk negatively affects purchase intention. In addition to the effects demonstrated by the regression results, website familiarity and product familiarity also have mediation effects. Finally, this study suggests that managers should provide a complete community to consumers in order to enable them to share information; furthermore, they should also provide details of product trials on the website, so that consumers can increase their familiarity with both the website and the products, as this can then raise consumer purchase intention.
机译：这项研究采用了技术接受和使用统一理论（UTAUT）和创新扩散，以显示虚拟社区建设，网站性能预期，预期工作量，可试用性以及两个中介（熟悉度和感知风险）如何相互作用并影响在线购物意愿。总共收集了430位有效参与者，所有参与者的目标都是购买智能手机。结构方程模型分析的结果表明，预期性能和预期工作量会积极影响网站的熟悉程度；虚拟社区的建立和可试用性对产品的熟悉度产生积极影响；并且感知到的风险会对购买意愿产生负面影响。除了回归结果显示的效果外，网站的熟悉度和产品的熟悉度也具有中介作用。最后，这项研究建议管理者应该为消费者提供一个完整的社区，以使他们能够共享信息。此外，他们还应该在网站上提供产品试用的详细信息，以便消费者可以增加他们对网站和产品的熟悉程度，从而可以提高消费者的购买意愿。

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