it's about E-commerce fit information format and consumer's behavior

1. Information Format-
Shopping Orientation in
E-Commerce：A Cognitive Fit
Perspective
Presenter：Tim Cheng
Instructor：Teresa Hsu
Date：June 22, 2015

2. Content
• Introduction
• Theoretical Background
• Research Model and Hypotheses
• Research Method
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3. Introduction
• Background
• Purpose of the study
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4. Background
• E-Commerce is growing rapidly with the
proliferation of commercial Web sites and the
increasing acceptance of online transactions by
consumers. The global online trade is projected
to reach $12.8 trillion by 2006, which comprises
approximately 18 percent of total sales.
(Cambridge, MA, 2007)
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5. Purpose of the study
• This research investigates the fit between
information format and shopping task, and
examine its influence on consumers’
online shopping performance and
perceptions of shopping experience.
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6. Theoretical Background
• Cognitive Fit Theory
• Shopping Tasks: Searching Versus Browsing
• Information Format: List Versus Matrix
• Competition-for-Attention Theory
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7. Cognitive Fit Theory
• The cognitive fit theory was developed to
help up understand how the fit between
the presentation format and the decision-
making task can influence individuals’
problem solving performance.
(Vessey, 1991)
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8. Shopping Tasks:
Searching Versus Browsing
• Prior literature on e-commerce has
identified two major types of shopping
tasks that consumers conduct online:
searching tasks and browsing tasks.
(Smith, 1997& Toms, 2000)
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9. Information Format:
List Versus Matrix
• Information format is defined as the
presentation and organization of
information about the available
alternatives and their attributes, on e-
commerce Web sites, there are two
popular formats to organize multiple
product information on a Web page.
(Cooper-Martin, E., 1993)
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10. Competition-for-Attention
Theory
• The competition-for-attention theory can
be used to provide us with an
understanding of how the matrix and list
formats differ with regard to competition
for attention.
(Janiszewsk, 1998)
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11. Research Model and Hypotheses
• Performance
• Shopping Experience
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12. Performance
• Time is often used as an indicator of performance
in decision-making tasks involving different
information formats.
(Jarvenpaa, 1989)
• Recall is another dependent variable that is
frequently adopted in both research and
marketing research to indicate the effectiveness
of communication by different information
formats.
H1: Information search time will be
shorter when the information format
matches
the shopping task.
H2: Recall of product information will be
higher when the information format
matches the shopping task.
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13. Shopping Experience
• Cognitive effort refers to the psychological
costs of performing the task of obtaining
and processing the relevant information in
order to arrive at one’s decision.
(Pereira, 2000)
• Attitude is a reliable indicator of behavior
intention, which subsequently affects
actual behavior. (Ajzen, 1980)
H3: Cognitive effort will be lower when the
information format matches the shopping
task.
H4: Attitude towards using the Web site will
be more positive when the information format
matches the shopping task.
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14. Research Method
• Subjects and Incentives
• Pretest
• Experimental Procedure
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15. Subject and Incentives
• A total of 120 participants will recruit for
the experiment. Participation in the study
are voluntary.
• The subjects will be paid 7-11 voucher
NTW$100 for their participation.
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16. Pretest
• This test will ask 30 subjects (who did not
participate in the main experiment) from
the same sample pool to rate their
familiarity with each of the product
categories, and indicate whether they had
heard of any of the brand names.
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17. Experimental Procedure
Enter the
website
Shopping
process
Collect
clickstream
data
Questionnaire
regarding
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