[AISWorld] Publication of Vol.12, No.2, 2011 issue of Journal of Electronic Commerce Research

[Melody Kiang]

Dear Colleagues,
     On behalf of the Journal of Electronic Commerce Research (JECR), 
I am
pleased to announce that Vol. 12, Number 2, 2011 issue of JECR is now
available at the journal web site:
"http://www.csulb.edu/journals/jecr/c_i.htm". This is a regular issue 
guest
edited by Dr. Henry Chan, The Hong Kong Polytechnic University, Hong 
Kong.

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  Exploring the Internet as a Unique Shopping Channel to Sell both 
Real and Virtual Items: a Comparison of Factors Affecting Purchase 
Intention and Consumer Characteristics
Jiyoung Cha Department of Radio, Television, and Film, College of Arts 
and Sciences, University of North Texas, USA , pgs 115-132

  ABSTRACT
The U.S. online retail sector has been steadily growing in the past 
years, but it is noteworthy that many Internet users are still 
reluctant to use online channels for shopping frequently. Given this 
consumer resistance and the fierce competition among shopping 
channels, this study aims to provide managerial insights into how 
online merchants can reinforce and maximize unique and differentiated 
values in executing shopping services as an Internet-based system. To 
that end, this study compares two types of products/services that 
online merchants can market —―real‖ and 
―virtual‖ items — with respect to factors affecting 
purchase intention and consumer characteristics. Using a survey of 350 
college students, this study reveals that college students apply 
different criteria in making the decision to use an online shopping 
channel, according to the product types. Perceived benefits and risks 
of online shopping are salient factors affecting intention to purchase 
real items through the Internet, but they do not have any impact on 
intention to purchase virtual items. Specifically, perceived 
usefulness, ease of use, enjoyment, security, social norm, flow, and 
gender affect intention to purchase real items through the Internet. 
Social norm and gender are the two predictors of intention to purchase 
virtual items.
Keywords: Virtual, Real, E-commerce, Online shopping, Technology 
Acceptance Model

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Knowledge-Base and Online Self-Service
Sonya H.Y. Hsu Business System Analysis and Technology Department, 
B.I. Moody III College of Business Administration, University of 
Louisiana, Lafayette, USA
Siva K. Balasubramanian Stuart School of Business, Illinois Institute 
of Technology, USA
Ramendra Thakur Marketing and Hospitality Department, University of 
Louisiana, Lafayette, USA
Songpol Kulviwat Department of Marketing and International Business, 
Frank G. Zarb School of Business, Hofstra University, USA, pgs. 
133-151

  ABSTRACT
With a B2C orientation, this research focuses attention on 
knowledge-base (KB) capabilities and their relationships with 
customers‘ self-service experience in conjunction with repeat purchase 
intention. Using structural equation modeling, our analyses of 
experimental survey data show that both KB capabilities and 
self-service experience are significantly and positively related to 
purchase intention. Overall, this research makes two key 
contributions: (1) the concept of information search and relational 
marketing for decision-making is integrated into the study of KB; (2) 
it analyzes KB from a customer‘s perspective instead of the 
organizational perspective that characterizes prior work. Implications 
for future research are discussed.
Keywords: Information search, knowledge base, online self-service, 
self service technology, self-efficacy.

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Extending the Technology Acceptance Model for Adoption of E-Shopping 
by Consumers in Turkey
H. Eray Çelik Department of Statistics, Faculty of Science, Yüzüncü 
Yıl University, Turkey
Veysel Yılmaz

  ABSTRACT
The Technology Acceptance Model (TAM) is a very important modeling 
approach in information technology research. In this study, an attempt 
is made to explain consumer acceptance of e-shopping by means of an 
extended model based on TAM. Perceived trust, perceived enjoyment, 
perceived information quality, perceived system quality and perceived 
service quality factors are added to the classical TAM to produce an 
extended research model. This extended research model is tested 
against data obtained from 606 internet users in Turkey, and a 
structural equation model is used to analyze these data. The results 
support the previous findings related to classical TAM; however, the 
recently included external factors are also effective in explaining 
the acceptance of e-shopping.
Keywords: E-commerce, Online Shopping, TAM, Structural Equation Models

Dr. Melody Kiang
Co-Editor in Chief,
Journal of Electronic Commerce Research
Professor,
Information Systems Department
College of Business Administration
California State University at Long Beach
Long Beach, CA 90840
Tel: 562-985-8944
Fax: 562-985-5478