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ABSTRACT
This research investigates the influence of buyers’ time orientations (measured as polychronic–monochronic and past–future time orientations) on four major variables of online shopping: trust, social interaction, browsing, and locus of control, which in turn influence users’ intention to shop online. Results using structural equation modeling with a sample of 377 Chinese cosmetics shoppers support our hypotheses and show that polychronic orientation of users tends to be positively related to trust, social interaction, browsing experience, and external locus of control and indirectly to intention to shop online through these four consumer characteristics. No relationship was found between future orientation and browsing experience and external locus of control, but a positive relationship was found with intention to shop online through trust and social interaction. Finally, results show that trust and social interaction are positively related to intention to shop online. The authors conclude that time orientations can be used as effective segmentation variables, which are useful in describing a universal typology among different types of online shopping behaviors. Internet retailers should take into account the role of time in e-shopping adoption when assessing different types of users and website design.
Acknowledgements
The authors thank the editor and the anonymous reviewers of the International Journal of Electronic Commerce for their valuable comments and help with the manuscript.
Additional information
Notes on contributors
Dong Ling Xu-Priour
DONG LING XU-PRIOUR ([email protected]; corresponding author) is a former lecturer in marketing at ESC Rennes, France, and a former entrepreneur and founder of a French company in the health and beauty industry focused on overseas Chinese business activities. She has been attempting to create a consulting firm in education, investment and Internet technology over the past couple of years using the Internet, social media and mobile channels and platforms, which aims at a wide range of clients, including global brands, major public sector organizations, small business and entrepreneurs. Currently, she is also involved in developing the training course modules on Digital & Social media and E-commerce for a diverse range of audiences. Her research interests focus on international marketing and multichannel strategy including e-commerce and online communities, as well as social marketing and health marketing. Her publications have appeared in International Review of Retail, Distribution and Consumer Research, International Journal of Retail and Distribution Management, Technological Forecasting and Social Change, and other journals, and in the proceedings of leading international conferences such as Academy of Marketing Science and Academy of Marketing.
Gérard Cliquet
GÉRARD CLIQUET ([email protected]) is emeritus professor at the School of Business Administration (IGR-IAE) of the University of Rennes 1 (France). He has published 70 articles in European Journal of Operational Research, Journal of Business Research, Journal of the Operations Research Society, Omega, Journal of Small Business Management, Recherche et Applications en Marketing, International Journal of Retail and Distribution Management, Journal of Retailing and Consumer Services, Managerial and Decision Economics, European Management Journal, Decisions Marketing, Journal of Marketing Channels, International Review of Retail, Distribution and Consumer Research, among others; 19 books as author/editor, and 47 book chapters on geomarketing, retailing, franchising, intercultural marketing, retail branding. He was a member of the Board of Governors of the Academy of Marketing Science (AMS) and of the International Society of Franchising (ISoF). He is still a member of the board of editors of the Economics and Management of Networks (EMNet).
Adrian Palmer
ADRIAN PALMER ([email protected]) is a professor of marketing at Keele University, UK. His research interests have focused on consumer behavior and the factors that lead to the development of relationships between customers and companies and brands. He has published widely in marketing journals, including European Journal of Marketing, Journal of Marketing Management, and Journal of Business Research.