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A conceptual model to imply a negative innovation assessment framework on consumer behaviors through the electronic business platforms |
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| Institution: | 1. Technology of Information System Management Division, Faculty of Engineering, Mahidol University, Nakhon Pathom, Thailand;2. Department of Business Information Technology, Faculty of Business Administration, Rajamangala University of Technology Rattanakosin, Wang Klai Kangwon Campus, Prachuapkhirikhan, Thailand;1. Qatar University, Qatar;2. Liverpool John Moores University, UK;1. Institute for Economic Research, Hebei University of Economics and Business, Shijiazhuang 050061, China;2. College of Management and Economics, Tianjin University, Tianjin 300072, China;1. Department of Marketing, Stetson-Hatcher School of Business, Mercer University, Macon, GA, 31207, USA;2. Department of Marketing, Arthur J. Bauernfeind College of Business, Murray State, Murray, KY, 42071, USA;3. Department of Marketing, College of Business, Bryant University, 1150, Douglas Pike, Smithfield, RI, 02917, USA;4. Department of Marketing and Supply Chain Management, Fogelman College of Business and Economics, University of Memphis, 3675 Central Ave, Memphis, TN 38152, USA;1. Korea University Business School, 145, Anam-Ro, Seongbuk-Gu, Seoul, 02841, South Korea;2. Bryant University, 1150 Douglas Pike, Smithfield, RI, 02917, USA;3. Jeju National University, 102 Jejudaehak-ro, Jeju-si, Jeju-do, 63243, South Korea;4. Dongguk University, 30, Pildong-ro 1-gil, Jung-gu, Seoul, 04620, South Korea;1. Univ. Grenoble Alpes, Grenoble INP*, CERAG, 38000, Grenoble, France;2. Institute of Engineering and Management Univ, Grenoble, Alpes, France |
| 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. |
| Keywords: | Negative innovation Assessment framework Decision-making process Status quo bias Checkout abandonment Consumer behaviors Electronic business platforms |
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