[AISWorld] New article "How Long Tail and Trust Affect Online Shopping Behavior: An Extension to UTAUT2 Framework"

[Wei-Ting Chen]

Singh, M. and Matsui, Y. (2017). "How Long Tail and Trust Affect Online
Shopping Behavior: An Extension to UTAUT2 Framework," *Pacific Asia Journal
of the Association for Information Systems, 9*(4), pp. 1-24.

*Abstract*

This research aims at understanding the effect of long tail and trust on
the customer motivation behind online shopping use. In this research, we
adopt the Extended Unified Theory of Acceptance and Use of Technology2
(UTAUT2) and expand with two additional constructs “long tail effect” and
“trust” to understand whether these two key factors influence the customer
motivation to choose online channels for shopping. Research was conducted
in Japan for two product categories i.e. airline ticket and book. One is a
physical product while the other is a service product. Both “long tail
effect” and “trust” were found to have significant relationships with the
intention to use, however, there were some differences between the two
products, due to their inherent characteristics. Inclusion of both “long
tail effect” and “trust” constructs to the existing UTAUT2 research
framework is proposed for future research.

Available at:
https://journal.ecrc.nsysu.edu.tw/index.php/pajais/article/view/435