Consumers’ channel choice for university-licensed products: Exploring factors of consumer acceptance with social identification |
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| Institution: | 1. Department of Consumer Sciences and Retailing, Purdue University, Matthews Hall, 314, 812 W. State Street, West Lafayette, IN 47907 2060, USA;2. Hankook University of Foreign Studies, School of Business and Marketing Program, 270 Eimun-Dong Dongdaemun-Gu 305, Seoul, Republic of Korea;1. School of Management, Xi’an Jiaotong University, Xi’an, China;2. Department of Information Systems, City University of Hong Kong, Hong Kong;3. Management School, Jinan University, Guangzhou, China;1. Key Laboratory of Data Engineering and Knowledge Engineering, MOE, School of Information, Renmin University of China,59 Zhongguancun Street, Beijing, China;2. Management Research Center, China Electronics Technology Group Corporation No. 38 Research Institute, Hefei, Anhui, China;3. Department of Information Systems, College of Business, City University of Hong Kong,Tat Chee Avenue, Kowloon, Hong Kong Special Administrative Region;4. School of Management, University of Science and Technology of China,96 Jinzhai Road, Hefei, China;1. Department of Tourism, Sport and Hotel Management, Griffith Business School, Griffith University, Parklands Drive, Southport, QLD 4215, Australia;2. School of Tourism and Hospitality Management, Temple University, 1810 North 13th Street, Speakman Hall 306, Philadelphia, PA 19122, USA;1. Department of Management, Operations, and Marketing, College of Business Administration, California State University, Stanislaus, One University Circle, Turlock, CA, 95382, United States;2. Department of Finance, School of Business, Providence College, 1 Cunningham Square, Providence, RI, 02918, United States |
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| Abstract: | This research investigated a modified-technology acceptance model (TAM) with two added antecedents (e.g., information search motivation and perceived risk) to examine whether online shopping channels would be adopted by college students, the main target market of university-licensed products (ULP). Moreover, this study tried to adopt the social identity theory to fit a modified TAM model to explain the role of identification with a university on the attitude toward shopping for collegiate products. This research surveyed college students from two large Midwestern universities and utilized structural equation modeling (SEM) to test the hypotheses in a conceptual framework. As expected from previous TAM research, two specific behavioral attributes explained students’ adoption of online channels. Moreover, the results showed that both information search motivation and perceived risk have significant positive effects on attitude toward shopping via online channels. Specifically, the students who have strong information search motivation from concerns about online shopping had a higher level of online channel purchase intention. In addition, the attitude toward ULP online shopping formed by the antecedents gave a different level of purchase intention about the multiple distribution channels. The results suggest that retailers in the ULP industry should build efficient multi-channel strategies by adopting online channels. |
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