PRACTICAL RESEARCH

NAME: MICHAELA MIRALLES

GRADE AND SECTION: 11 - MARK ZUCKERBURG

DETAILS ABOUT THE WORK: 

1. TITLE OF THE WORK: The Effects of Consumers’ Online Shopping Goals and Their
Characteristics On Perceived Interactivity and Shopping Behaviors
2. AUTHOR: Pin-Wuan Lin
3. RESEARCH METHODOLOGIES: Experimental Design

I. TOPIC: The Influence of Consumers' Online Shopping Goals and Personalities on

Perceived Interactivity and Shopping Behavior

II. SUMMARY

The website's level of interactivity was interpreted differently by consumers, which may
influence their online shopping behaviors. The primary objective of this study is to investigate
how consumers' features and purchasing aspirations influence their attitudes of the website's
personalization. In addition, the relationship between consumers' perceived interactivity and their
behaviors was evaluated. Utilitarian consumers may have higher purchasing intentions, revisiting
motives, and favorable attitudes toward Adidas' My Virtual Model website. However, the future
research will primarily focus on improving analysis tools in order to investigate more factors
influencing perceived interactivity.

III. HYPOTHESIS (5 SENTENCES)

The hypotheses on the study are first, the higher levels of interactivity consumers
perceive from the 3-Dimentional virtual reality (My Virtual Model), the greater the
positive attitudes toward the website, the revisiting intentions, and the purchasing
intentions they will have. Second, consumers who are hedonists and who are utilitarians
perceive different levels of interactivity depending on how much control they have and on
how much enjoyment they experience by using My Virtual Model. Moreover, consumers
who have past online experiences perceive higher levels of interactivity from My Virtual
Model than those who have less past online experiences. Next, consumers who are
innovative when they shop online perceive higher levels of interactivity from My Virtual
Model than who are less innovative when they shop online. Lastly, consumers who have
different goals perceive different levels of interactivity from My Virtual Model.

IV. METHODOLOGY

The study was conducted to investigate the effects of consumers' shopping online
objectives on the interactivity they perceived from My Virtual Model, as well as the
interactions between consumers' online shopping goals and their character traits
(personalities, past online experiences, innovativeness of online shopping). An
experimental design which is a between-subject design was used in the experiment. The
purpose was manipulated using Schlosser's (2003) method: A goal-oriented circumstance
was assigned to Group A. The respondents were advised to go to the website with the
intention of "effectively finding Adidas' products such as clothing and accessories on its
website." A conceptual situation was assigned to Group B. The participants were told to
“Enjoy yourself by looking at whatever you find interesting and/or entertaining.”
Schlosser (2003)

V. FINDINGS

This study's findings are consistent with previous studies that discovered a 3-D augmented
reality model that improved attitudes toward the website as well as purchasing and revisiting
intentions. Number of studies have found that perceived interactivity influences consumers'
behaviours toward websites as well as their purchasing intentions. According to the ANOVA
results, there was no significant relationship between consumers' previous online experiences,
innovativeness in online shopping, goals when browsing the website, and perceived interactivity.
There was no interaction found between goals and consumers' personalities, past online
experiences, and innovativeness in online shopping. Finally, the interaction had no effect on
perceived interactivity.

VI. ERRORS STRENGTHS/WEAKNESSES

This study is useful to online apparel retailers as well as other researchers because
the research results can help them better understand how consumers perceive
interactivity, as well as consumers' purchasing, revisiting, and attitudes toward a
website; additionally, the study revealed the factors that influence perceived
interactivity. Furthermore, this study stated that the interactive functions on some
 apparel websites were ineffective and assumed that the ineffectiveness was caused by
a hazy understanding of their targeted customers, causing the apparel retailers to
discontinue the interactive functions on their websites. On the other hand, this study
was limited to a student sample from the University of Missouri-Columbia due to time
and financial constraints. The findings of this study can be applied to the online
apparel shopping habits of all college students. However, in order to generalize the
findings to the general population of Internet users, the sample size should be
increased in future studies.

VII. REFERENCE: (APA FORMAT) (

Lin, P. (2006, May). “THE EFFECTS OF CONSUMERS’ ONLINE SHOPPING GOALS AND THEIR
CHARACTERISTICS ON PERCEIVED INTERACTIVITY AND SHOPPING BEHAVIORS”.
Retrieved from https://core.ac.uk/download/pdf/62761195.pdf?fbclid=IwAR3TstLEfji3YwLh-
G2eqeQU-ORIExcmVIw-ztTONAXdbs9hiqT9R_SCJD8