A conceptual model to imply a negative innovation assessment framework on consumer behaviors through the electronic business platforms
Issued Date
2023-09-01
Resource Type
ISSN
09696989
Scopus ID
2-s2.0-85161725803
Journal Title
Journal of Retailing and Consumer Services
Volume
74
Rights Holder(s)
SCOPUS
Bibliographic Citation
Journal of Retailing and Consumer Services Vol.74 (2023)
Suggested Citation
Petcharat T., Jattamart A., Leelasantitham A. A conceptual model to imply a negative innovation assessment framework on consumer behaviors through the electronic business platforms. Journal of Retailing and Consumer Services Vol.74 (2023). doi:10.1016/j.jretconser.2023.103450 Retrieved from: https://repository.li.mahidol.ac.th/handle/20.500.14594/87605
Title
A conceptual model to imply a negative innovation assessment framework on consumer behaviors through the electronic business platforms
Author(s)
Author's Affiliation
Other Contributor(s)
Abstract
Online retail platforms significantly impact consumers' purchasing decisions. Satisfaction, purchase intent, and repeat online shopping drive the platform's purchasing decisions. In contrast, individuals do not purchase products due to dissatisfaction and lack of purchasing intent. It will cause hesitation and spread negative feedback to influence online consumer behaviors. This research proposes a conceptual model incorporating the Status Quo Bias (SQB) and the Negative Online Purchase Decision-Making Process (NOPDMP) to suggest a new framework for evaluating the maintained consumer behavior of online shopping platforms. The questionnaires following the proposed conceptual model were collected from the sample data from participants of 384 experienced respondents using online shopping platforms. Data were analyzed for the causal relationship using Structural Equation Model. The implications of the assessment framework that incorporates the influence of negative factors can weigh the decision to purchase products and improve and reduce shopping cart abandonment on e-commerce platforms. This framework can also describe instances of negative perspectives regarding incentive alignments with actual behaviors.