Development and validation of B2C e-commerce adoption model : an empirical investigation using structural equation modeling and interpretative phenomenological analysis

Thesis Type: Doctorate

Institution Of The Thesis: Middle East Technical University, Turkey

Approval Date: 2012

Thesis Language: English

Student: Murat Çakır

Co-Consultant: SEVGİ ÖZKAN YILDIRIM, Sevgi Yıldırım


Incentive for this research stems from the fact that Business-to-Consumer electronic commerce sector is going to oligopoly and the new actors have relatively less chance to accomplish in the current market if they follow the same ways that the old companies have already paved. Considering this challenge, the aim is to understand the adoption process of customers by analyzing the contemporary perceptions of individuals against e-shopping. Initially, business-to-consumer electronic commerce adoption model is developed. Proposed model and hypotheses are tested with Partial Least Squares as a Structural Equation Modeling technique using data collected from 1115 respondents via an online survey. Then, semi-structured open-ended interviews are conducted in order to grasp the perceptions of customers. The results are interpreted following a systematic mixed methodology involving Interpretative Phenomenological Analysis to elucidate the antecedents and causal relations of constructs in an inductive and exploratory way to illuminate a socio-technical phenomenon as complementary to deductive and confirmatory quantitative perspective. Findings and implications are asserted to be utilized as a roadmap especially for start-up companies that challenge to survive and succeed in current market conditions. Trust is found to be the predominant factor in e-shopping adoption. It is proved that, after almost two decades shopping via Internet had been invented, contemporarily, definitions for the dimensions of Enjoyment, Perceived Usefulness, Store Familiarity, Perceived Ease of Use and Subjective Norm have evolved into new semantics and customers perceive each factor according to their actual cognition contexts.