THE EFFECT OF WEB SEARCH STRATEGY ON ONLINE PURCHASE INTENTION: A WEB DESIGN ELEMENT-RELATED COST-BENEFIT APPROACH PAULUS INSAP SANTOSA NATIONAL UNIVERSITY OF SINGAPORE 2006 THE EFFECT OF WEB SEARCH STRATEGY ON ONLINE PURCHASE INTENTION: A WEB DESIGN ELEMENT-RELATED COST-BENEFIT APPROACH PAULUS INSAP SANTOSA MASTER OF SCIENCE (DEPARTMENT OF COMPUTER SCIENCE) UNIVERSITY OF COLORADO AT BOULDER 1991 BACHELOR OF SCIENCE (HONOR) (ELECTRICAL ENGINEERING DEPARTMENT) UNIVERSITY OF GADJAH MADA, INDONESIA 1984 A THESIS SUBMITTED FOR THE DEGREE OF DOCTOR OF PHILOSOPHY DEPARTMENT OF INFORMATION SYSTEMS NATIONAL UNIVERSITY OF SINGAPORE 2006 ACKNOWLEDGEMENTS A thesis of this magnitude would not be possible without substantial time, effort, and other related resources It would not be possible without the assistance and support of a number of persons to whom I would like to express my sincere gratitude Firstly, I would like to thank God Almighty who works mysteriously and amazingly to make things happen This thesis would not be possible without His helping hand that works miraculously Secondly, I would like to express my sincere gratitude to Prof Wei Kwok Kee and Prof Chan Hock Chuan for their advice, guidance, and support throughout the duration of this thesis and the whole study Prof Wei Kwok Kee has been an invaluable source of inspiration as well as very supportive He provided materials that were very useful for this study Prof Chan Hock Chuan has always been there to impart his knowledge, to share his ideas, and to provide suggestions and guidance The supports from both of the supervisors have been inspirational and instrumental for this study Thirdly, I would like to express my gratitude to the Head of the Department of Information Systems, past and present, for their support in various forms This study would not be possible without their continuous support I would also like to thank to the Graduate Division who give all the necessary support through the course of my study, including granting supports for conferences that open up my previously very narrow vision The same thank goes to all faculty members both academic and nonacademic In addition, I would like to thank Julian Lin and Wang Xinwei for their help during the experiment and all other occasions Julian was always around to lend a ii helping hand, and he has been a very good and considerate buddy To undergraduate students who were participated in the experiment, no appropriate word to say rather than a big thank you with all your help and support during the experiment Last but not least, to Nurul who was willingly spent her precious time helping with the proof reading At this occasion, I would like to thank to my wonderful wife Istiyati and my only son Okky Wisnu Murti Santosa for their tireless support, patience, and encouragement that empowered me to carry this huge task through Finally, I would like to express my heartfelt gratitude towards my parents who, although not in Singapore, have always remembered me in their prayers and thoughts iii TABLE OF CONTENT Title page ………………………………………………………………………… i Acknowledgements ……………………………………………………………… ii Table of Contents ……………………………………………………………… iv List of Figures …………………………………………………………………… viii List of Tables ………………………………………………………………… ix Summary ………………………………………………………………………… xi Chapter INTRODUCTION …………………………………………………… 1.1 Definition …………………… …….…………… ……………… 1.1.1 What is Information? ……………… ………….………… 1.1.2 Types of Information Needs ………… ……………….…… 1.1.3 Information Providers and Information Seekers …………… 1.1.4 Online Purchase Intention ………………………………… 1.1.5 Benefit and Cost ………………….………………………… 1.2 Related Works …………………………………………………… 1.2.1 Previous Works on Purchase Intention ………………… 1.2.2 Previous Works on Web Design Factors and Quality …… 1.2.3 Previous Works on Information Seeking Models 1.3 Research Questions …………………………………………….… 1.4 Thesis Structure …………….……………………………………… 5 8 9 10 10 14 19 Chapter LITERATURE REVIEW ………………………… ….………….… 2.1 Intentional Behavior …………….………………………………… 2.1.1 Satisfaction as an Antecedent of Intention 2.1.2 Online Purchase Intention and the Affecting Factors ……… 2.2 Website as a Marketplace Technology …………………………… 2.2.1 Website as a Medium of Exchange …… ……… ……… 2.2.2 Online Store Design …………….………………………… 2.2.3 Website Design …………………………………………… 2.3 Information Seeking …………………………………….………… 2.3.1 Information Seeking Models ………………………… … 2.3.2 Information Seeking Strategy …………………… …… 2.3.3 The Effect of Search Tasks on Search Strategies ………… 2.3.4 Cost and Benefit of Information Search ………………… 2.3.5 The Effects of Web Design on Information Search Cost … 2.4 Cost-Benefit Analysis Related to Web Design …………………… 2.4.1 Perceived Web Search Benefit ……….……… ………… 2.4.2 Perceived Web Search Cost …………… ……………… 2.5 User Involvement ………………………………………………… 2.6 Mental Model and Internet Experience ………………………… 2.6.1 Mental Model Theory ……………………… ………… 2.6.2 The Influence of User Experience on Information Seeking Behavior ………………………………………………… 2.7 Summary ……………………………………………… 21 23 24 25 27 27 29 32 33 34 36 38 38 40 41 42 44 48 51 51 54 55 iv CHAPTER RESEARCH MODEL AND HYPOTHESES ……… ……… 3.1 Research Model …………………………………………………… 3.2 Hypotheses Development ………………………………………… 3.2.1 Web Search Strategy and Internet Experience …………… 3.2.2 User Involvement …….……………………………….…… 3.2.3 Attitude toward Online Purchase ……….………….……… 3.2.4 User Satisfaction ……………….…………………………… 3.2.5 Online Purchase Intention ……………………… ……… 59 59 61 61 67 70 71 74 Chapter RESEARCH METHODOLOGY …………………… …………… 4.1 Constructs Operationalization ………………………….…………… 4.1.1 Independent Variables ……………………….……………… 4.1.2 Moderating Variable ………………………… …………… 4.1.3 Dependent and Intervening Variables ………… ………… 4.1.3.1 Perceived Web Search Benefit …………………… 4.1.3.2 Perceived Web Search Cost …………… ……… 4.1.3.3 User Involvement ………………………….……… 4.1.3.4 Attitude toward Online Purchase ………….……… 4.1.3.5 User Satisfaction ………………………… ……… 4.1.3.6 Online Purchase Intention ………………….……… 4.1.4 Manipulation Check Items ………………………………… 4.2 Website and Participants ……………………….……………….… 4.3 Pilot Study ……………………….…………….…………………… 4.3.1 Participants Grouping …….…….……………… …………… 4.3.2 The Pilot Experiment ………………………………….…… 4.3.3 The Pilot Study Result ………….………… ……………… 4.3.3.1 Internet Experience …………………… ………… 4.3.3.2 Descriptive Statistics ………………………….…… 4.3.3.3 Multicollinearity Checks ……………………….… 4.3.4 Pilot Study Drawbacks …………………………………… 4.4 The Real Experiment ………………………………………….…… 4.4.1 Participants Gathering and Grouping ………………….…… 4.4.2 The Experiment Process ………………………………… 4.4.3 The Result …………………………………………….…… 4.4.3.1 Distribution of the Subjects ……………………… 4.4.3.2 Internet Experience …………… …….…………… 4.4.3.3 Manipulation Check …………………….………… 4.4.3.4 Descriptive Statistics ……………………… …… 4.4.3.5 Multicollinearity Checks for Formative Indicators … 76 77 77 77 77 78 79 81 81 82 82 83 83 84 85 85 86 86 87 88 89 90 90 91 91 91 91 93 96 96 Chapter DATA ANALYSIS …………….…………………………………… 5.1 Comparing The Seekers’ Perceived Web Search Benefit and Perceived Web Search Cost ………………………………… 5.2 Data Analysis Using PLS ………………………………………… 5.2.1 PLS Estimation Model …………………………… ……… 5.2.2 Preparing Data for Analysis ……………………………… 5.3 PLS Estimation: The Measurement Model ……….……………… 5.3.1 Convergent Validity ……………………………………… 5.3.2 Discriminant Validity …………………………………… 97 98 99 101 102 104 105 106 v 5.4 5.5 5.6 PLS Estimation: The Structural Model …………………………… Assessment of the Moderation Effect ……………………………… Comparison of the Planned Group and the Unplanned Group …… 5.6.1 PLS Estimation ……… ….……………………………… 5.6.2 Paths Comparison ………… …….……………………… The Formative Indicators’ Weight ……………….……………… Result of Hypotheses Test ….………………….…………………… 5.8.1 Web Search Strategy …………………………………… 5.8.2 Moderating Effect of Internet Experience ………… ……… 5.8.3 User Involvement …………………….………… ………… 5.8.4 Attitude toward Online Purchase …………………………… 5.8.5 User Satisfaction ………………….………………………… 5.8.6 Online Purchase Intention ……………………… ………… 108 111 115 115 119 120 121 121 122 123 125 125 125 Chapter DISCUSION AND IMPLICATIONS ………………………….…… 6.1 Discussion of the Model Constructs …………………….………… 6.1.1 Manipulation Check …………………….……………… … 6.1.2 Formative Constructs: Perceived Web Search Benefit and Perceived Web Search Cost …………………………… 6.1.3 Comparison of the Planned Group and Unplanned Group … 6.1.4 Internet Experience …………………………… ………… 6.1.5 User Involvement …………………………………………… 6.1.6 Attitude toward Online Purchase …………………………… 6.1.7 User Satisfaction ………………….………………………… 6.1.8 Online Purchase Intention ………………………………… 6.2 Discussion of the Findings …………………….…………………… 6.2.1 The Effect of Web Search Strategy on Perceived Web Search Benefit and Perceived Web Search Cost ………………… 6.2.2 Moderating Effect of Internet Experience … …………… 6.2.3 The Role of Web Design toward User Involvement ……… 6.2.4 User Involvement and Attitude toward Online Purchase … 6.2.5 User Involvement as a Predictor of User Satisfaction ……… 6.2.6 Online Purchase Intention ………………………………… 6.3 Implications ……………………………………………………… 6.3.1 Theoretical Implications ………………………………… 6.3.2 Empirical Implications …………………………………… 6.3.3 Practical Implications …………………………………… 127 127 127 Chapter CONCLUSION ……………………….…………………………… 7.1 Contributions ……………………………………………………… 7.2 Limitations of the Study …………………………………………… 7.2.1 Limitations of the Research Model ……………………… 7.2.2 Limitations of the Research Methodology ………………… 7.2.3 Threats to Validity ………………………………………… 7.2.3.1 Threats to Conclusion Validity ………………… 7.2.3.2 Threats to Internal Validity … ………………… 7.2.3.3 Threats to Construct Validity …………… 7.2.3.4 Threats to External Validity …………………… 151 151 152 153 154 155 155 156 157 158 5.7 5.8 128 131 132 133 134 135 135 136 136 139 140 142 143 144 146 146 147 148 vi 7.3 References Recommendations for Future Study ……………………………… 158 …………………………………………………………………… Appendixes Appendix A.1 The Task for Practice Session for the Planned Group Appendix A.2 The Task for Practice Session for the Unplanned Group Appendix A.3 Tasks Description for the Planned Group ………… Appendix A.4 Tasks Descriptions for the Unplanned Group …………… Appendix A.5 Post Experiment Questionnaire … ……………………… Appendix B Descriptive Statistics ….……………………………… Appendix C The Structural Model for PLS Estimation …………… Appendix D Statistics from the Pilot Study …………………………… Appendix E Statistics from the Real Experiment ……………………… 162 183 184 185 187 188 192 194 196 198 vii LIST OF FIGURES Figure 2.1 Figure 2.2 Figure 3.1 Figure 5.1.a Figure 5.1.b Figure 5.1.c Figure 5.2.a Figure 5.2.b Figure 5.3.a Figure 5.3.b Figure 5.3.c Figure 6.1 Figure 6.2.a Figure 6.2.b Figure C.1 Figure C.2 The conceptual model of user’s information processing on the Web, emphasizing the factors involved …… …… ……… A proposed extension of the exchange theory model of interpersonal relationship of Gatignon and Robertson ………… The research model …………….……………………………… The main model ……….………………………………… ……… The interaction model …………………………………….……… Model of the PLS estimation for the interaction model …….… Structural model of the main model ………………………….… Structural model of the interaction model …………………….… Structural model for the Combined Dataset ………………….… Structural model for the planned group (PG) ……………….… Structural model for the unplanned group (UPG) ….…………… Paths comparison between the planned group and the unplanned group ……………………………………………… The influence of Internet experience on the perceived Web search benefit of different groups ……………………………………… The influence of Internet experience on the perceived Web search cost of different groups …… …………………………………… The main model ………………………………………………… The interaction model …………………………………………… 35 57 61 103 103 103 113 114 117 117 118 133 134 134 194 195 viii LIST OF TABLES Table 1.1 Table 1.2 Table 1.3 Table 2.1 Table 2.2 Table 2.3 Table 3.1 Table 4.1 Table 4.2 Table 4.3 Table 4.4 Table 4.5 Table 4.6 Table 4.7 Table 5.1.a Table 5.1.b Table 5.2 Table 5.3 Table 5.4 Partial lists of the previous works on purchase intention …… Summary of related studies on web design factor and quality Information seeking models … …….…… …….….……… Comparison between retail stores and online stores …… Kuhlthau’s model of information seeking process ………… Comparison of analytical strategies and browsing strategies … Matrix of experience versus search strategy ………………… Mapping of items into motivators ………….………………… Mapping of items into hygiene factors ……………………… Descriptive statistics from pilot study (N = 30) ………… … Distribution of the subjects ………………….……………… Descriptive statistics for the manipulation check data The result of t-test on manipulation check item ………… …… Descriptive statistics from the real experiment (N = 235) ……… Path coefficients for the main model … ………………… Path coefficients for the interaction model ………………… R2 for the endogenous variables …………………………… The moderation effect size ….…………………………… Path coefficients and their corresponding t-values for different datasets ……………………………………… ……………… Table 5.5 R2 for all endogenous variables for different datasets ………… Table 5.6 The result of the path comparisons between the PG group and the UPG group …………………………………………… Table 6.1 Results of the hypothesis tests ………………………………… Table D.1 D Descriptive statistics for user Internet experience …………… Table D.2 The comparison of the user Internet experience in the PG group and the UPG group (Equal variances assumed) ………… Table D.3 Descriptive statistics for the manipulation check items ……… Table D.4 The t-test result to separate the PG group from the UPG group (Equal variances assumed) ……………………………….…… Table D.5 Collinearity statistics for perceived Web search benefit ……… Table D.6 Collinearity statistics for perceived Web search cost ………… Table E.1 D Descriptive statistics for the user Internet experience ………… Table E.2 The comparison of the user Internet experience in the PG group and the UPG group (Equal variances assumed) ……… …… Table E.3 Descriptive statistics for the user Internet experience from the pilot study and the real experiment …………………………… Table E.4 Comparison of the user Internet experience of the subjects from the pilot study and the real experiment (Equal variances assumed) ………………………………………………….…… Table E.5 Collinearity statistics for perceived Web search benefit ……… Table E.6 Collinearity statistics for perceived Web search cost …… … Table E.7 The result of normality test on perceived Web search benefit and perceived Web search cost …………………………………… Table E.8 The result of t-test on perceived Web search benefit and perceived Web search cost (Equal variances assumed) …… Table E.9.a Convergent validity of the main model ……………….……… 12 13 14 30 36 37 66 79 80 87 92 95 95 96 109 109 110 112 117 117 120 136 196 196 196 197 197 197 198 198 198 199 199 199 200 200 201 ix Figure C.2 The interaction model 195 Appendix D STATISTICS FROM THE PILOT STUDY Table D.1 Descriptive statistics for user Internet experience Item Group N Std Deviation Std Error Mean 15 15 15 15 15 15 15 15 PG UPG PG UIE2 UPG PG UIE3 UPG Combined PG Items UPG UIE1 Mean 5.00 5.47 4.93 5.47 5.20 5.60 5.04 5.51 1.134 1.060 1.033 0.990 1.014 0.986 0.999 0.916 0.293 0.274 0.267 0.256 0.262 0.254 0.258 0.237 Table D.2 The comparison of user Internet experience in the PG group and the UPG group (Equal variances assumed) Levene's Test for Equality of Variances Items t-test for Equality of Means F UIE1 UIE2 UIE3 Combined items Sig t df 0.031 0.088 0.465 0.862 0.769 0.501 -1.164 -1.444 -1.095 28 28 28 0.340 0.565 -1.334 28 Sig Mean (2-tailed) Difference 0.254 -0.467 0.160 -0.533 0.283 -0.400 0.193 Std Error Difference 0.401 0.369 0.365 -0.467 0.350 Table D.3 Descriptive statistics for the manipulation check items Item MC1 MC2 MC3 MC4 MC5 Combined Items Group PG UPG PG UPG PG UPG PG UPG PG UPG PG UPG N Mean Std Deviation Std Error Mean 15 15 15 15 15 15 15 15 15 15 15 15 6.07 6.00 5.20 4.93 5.73 5.47 5.20 4.93 3.33 3.13 5.11 4.89 1.100 1.732 1.740 1.710 1.710 1.187 1.859 1.580 1.915 1.506 1.113 0.709 0.284 0.447 0.449 0.441 0.441 0.307 0.480 0.408 0.494 0.389 0.287 0.183 196 Table D.4 The t-test result to separate the PG group from the UPG group (Equal variances assumed) Levene's Test for Equality of Variances Items t-test for Equality of Means F MC1 MC2 MC3 MC4 MC5 Combined Items Sig t df 0.875 0.080 0.992 0.167 0.869 0.357 0.780 0.328 0.686 0.359 0.126 0.423 0.496 0.423 0.318 28 28 28 28 28 1.221 0.279 0.626 28 Sig Mean (2-tailed) Difference 0.901 0.067 0.675 0.267 0.624 0.267 0.675 0.267 0.753 0.200 0.536 Std Error Difference 0.530 0.630 0.537 0.630 0.629 0.213 0.341 Table D.5 Collinearity statistics for perceived Web search benefit Item PWSB1 PWSB2 PWSB3 PWSB4 PWSB5 PWSB6 PWSB7 PWSB8 PWSB9 Tolerance 0.130 0.154 0.270 0.173 0.473 0.709 0.376 0.291 0.371 VIF 7.694 6.503 3.708 5.769 2.116 1.411 2.659 3.432 2.696 Table D.6 Collinearity statistics for perceived Web search cost Item PWSC1 PWSC2 PWSC3 PWSC4 PWSC5 PWSC6 PWSC7 PWSC8 PWSC9 PWSC10 Tolerance 0.780 0.632 0.478 0.342 0.234 0.344 0.330 0.424 0.374 0.416 VIF 1.283 1.582 2.092 2.920 4.271 2.909 3.032 2.360 2.677 2.404 197 Appendix E STATISTICS FROM THE REAL EXPERIMENT Table E.1 Descriptive statistics for User Internet Experience Item Group UIE1 PG UPG UIE2 PG UPG UIE3 PG UPG Combined PG Items UPG N Mean Std Deviation Std Error Mean 117 118 117 118 117 118 117 118 5.31 5.34 5.14 5.19 5.07 5.40 5.17 5.31 0.995 0.972 1.181 1.086 1.337 1.118 1.065 0.960 0.092 0.089 0.109 0.100 0.124 0.103 0.098 0.088 Table E.2 The comparison of user Internet experience in PG the group and the UPG group (Equal variances assumed) Items Levene's Test for Equality of Variances F UIE1 UIE2 UIE3 Combined Items Sig 0.005 0.140 0.991 0.946 0.709 0.321 1.245 0.266 t-test for Equality of Means -0.244 233 -0.336 233 -2.052 233 Sig (2-tailed) 0.808 0.737 0.041 Mean Difference -0.031 -0.050 -0.330 Std Error Difference 0.128 0.148 0.161 -1.038 233 0.300 -0.137 0.132 t df Table E.3 Descriptive statistics for user Internet experience from the pilot study and the real experiment Items UIE1 Group N Mean Pilot* 30 5.23 Real** 235 5.32 UIE2 Pilot* 30 5.20 Real** 235 5.16 UIE3 Pilot* 30 5.40 Real** 235 5.23 Combined Pilot* 30 5.28 Items Real** 235 5.24 *: Pilot study, **: Real experiment Std Deviation Std Error Mean 1.104 0.981 1.031 1.132 1.003 1.241 0.971 1.012 0.202 0.064 0.188 0.074 0.183 0.081 0.177 0.066 198 Table E.4 Comparison of user Internet experience of the subjects from the pilot study and the real experiment (Equal variances assumed) Levene's Test for Equality of Variances Items t-test for Equality of Means F UIE1 UIE2 UIE3 Combined Items Sig t df 0.864 0.135 0.917 0.353 0.713 0.339 -0.467 0.176 0.704 233 233 233 0.012 0.913 0.195 Sig Mean Std Error (2-tailed) Difference Difference 0.641 -0.090 0.193 0.860 0.038 0.217 0.482 0.166 0.236 233 0.846 0.038 0.195 Table E.5 Collinearity statistics for perceived Web search benefit Item Tolerance VIF PWSB1 PWSB2 PWSB3 PWSB4 PWSB5 PWSB6 PWSB7 PWSB8 PWSB9 0.678 0.624 0.245 0.231 0.830 0.764 0.687 0.271 0.286 1.474 1.604 4.075 4.328 1.205 1.309 1.456 3.694 3.500 Table E.6 Collinearity statistics for perceived Web search cost Item PWSC1 PWSC2 PWSC3 PWSC4 PWSC5 PWSC6 PWSC7 PWSC8 PWSC9 PWSC10 Tolerance 0.858 0.856 0.918 0.524 0.450 0.666 0.540 0.538 0.719 0.766 VIF 1.166 1.168 1.090 1.909 2.220 1.502 1.853 1.857 1.390 1.306 199 Table E.7 The result of normality test on perceived Web search benefit and perceived Web search cost Mean Variable Group Normality N Statistics Std Dev PG 117 4.407 0.839 UPG 118 4.621 0.881 PG 117 3.692 0.765 UPG 118 3.498 0.709 PWSB PWSC Test Statistics Std Error Skewness Kurtosis Skewness Kurtosis Skewness Kurtosis Skewness Kurtosis -0.202 -0.237 -0.609 0.217 0.037 -0.559 0.112 -0.248 0.224 0.444 0.223 0.442 0.224 0.444 0.223 0.442 Table E.8 The result of t-test on perceived Web search benefit and perceived Web search cost (Equal variances assumed) Variable Levene's Test for Equality of Variances F PWSB PWSC Sig 0.329 1.210 0.567 0.272 t-test for Equality of Means t df -1.933 233 2.017 233 Sig Mean Std Error (2-tailed) Difference Difference 0.054 -0.217 0.112 0.045 0.194 0.096 200 Table E.9.a Convergent validity of the main model Latent Variable WSS (ξ1) UINV (η3) ATOP (η4) USAT (η5) OPI (η6) Manifest Variable WSS1 UINV1 UINV2 UINV3 UINV4 UINV5 UINV6 UINV7 ATOP1 ATOP2 ATOP3 ATOP4 ATOP5 ATOP6 ATOP7 USAT1 USAT2 USAT3 USAT4 OPI1 OPI2 OPI3 OPI4 Item Reliability (λ) 1.000 0.813 0.711 0.781 0.812 0.845 0.757 0.706 0.749 0.746 0.828 0.817 0.863 0.867 0.711 0.887 0.710 0.927 0.937 0.918 0.929 0.892 0.882 Internal Consistency (ρξ) or (ρη) 1.000 0.914 0.925 0.925 0.948 201 Table E.9.b Convergent validity of the interaction model Latent Variable WSS (ξ1) UIE (ξ2) WSSxUIE (ξ3) UINV (η3) ATOP (η4) USAT (η5) OPI (η6) Manifest Variable WSS1 UIE1 UIE2 UIE3 WSS1xUIE1 WSS1xUIE2 WSS1xUIE3 UINV1 UINV2 UINV3 UINV4 UINV5 UINV6 UINV7 ATOP1 ATOP2 ATOP3 ATOP4 ATOP5 ATOP6 ATOP7 USAT1 USAT2 USAT3 USAT4 OPI1 OPI2 OPI3 OPI4 Item Reliability (λ) 1.000 0.826 0.943 0.922 0.895 0.943 0.872 0.813 0.712 0.781 0.811 0.845 0.756 0.707 0.749 0.747 0.828 0.817 0.863 0.867 0.711 0.887 0.710 0.927 0.937 0.918 0.929 0.892 0.882 Internal Consistency (ρξ) or (ρη) 1.000 0.926 0.931 0.914 0.925 0.925 0.948 202 Table E.10.a Loading and cross loading of the main model Construct Info Seeking Strategy (WSS) User Involvement (UINV) Attitude toward Online Purchase (ATOP) User Satisfaction (USAT) Online Purchase Intention (OPI) Items WSS (ξ1) UINV (η3) ATOP (η4) USAT (η5) OPI (η6) WSS1 1.000 0.135 0.125 0.172 0.076 UINV1 UINV2 UINV3 UINV4 UINV5 UINV6 UINV7 ATOP1 ATOP2 ATOP3 ATOP4 ATOP5 ATOP6 ATOP7 USAT1 USAT2 USAT3 USAT4 OPI1 OPI2 OPI3 OPI4 0.096 0.114 0.139 0.103 0.067 0.101 0.113 0.151 0.090 0.063 0.170 0.058 0.127 0.037 0.145 0.201 0.155 0.124 0.087 0.059 0.079 0.049 0.813 0.711 0.781 0.812 0.845 0.757 0.706 0.456 0.302 0.395 0.431 0.457 0.429 0.418 0.447 0.280 0.408 0.460 0.363 0.406 0.385 0.385 0.436 0.361 0.407 0.332 0.470 0.316 0.453 0.749 0.746 0.828 0.817 0.863 0.867 0.711 0.442 0.272 0.470 0.474 0.594 0.560 0.513 0.538 0.398 0.346 0.346 0.359 0.366 0.295 0.400 0.429 0.315 0.339 0.368 0.468 0.422 0.364 0.887 0.710 0.927 0.937 0.467 0.443 0.436 0.472 0.316 0.272 0.351 0.295 0.348 0.292 0.403 0.469 0.487 0.479 0.468 0.573 0.521 0.398 0.439 0.296 0.480 0.499 0.918 0.929 0.892 0.882 203 Table E.10.b Loading and cross loading of the interaction model Construct Info Seeking Strategy (WSS) User Internet Experience (UIE) WSS (ξ1) Item UIE (ξ2) WSSxUIE (ξ3) UINV (η3) ATOP (η4) USAT (η5) OPI (η6) 1.000 WSS1 UIE1 UIE2 UIE3 WSS1xUIE1 Interaction WSS1xUIE2 (WSSxUIE) WSS1xUIE3 UINV1 UINV2 UINV3 User Involvement UINV4 (UINV) UINV5 UINV6 UINV7 ATOP1 ATOP2 Attitude ATOP3 toward Online ATOP4 Purchase ATOP5 (ATOP) ATOP6 ATOP7 USAT1 User USAT2 Satisfaction USAT3 (USAT) USAT4 OPI1 Online OPI2 Purchase OPI3 Intention (OPI) OPI4 0.073 -0.001 0.135 0.125 0.172 0.076 0.016 0.022 0.133 0.000 0.000 -0.001 0.096 0.114 0.139 0.103 0.067 0.101 0.113 0.151 0.090 0.063 0.170 0.058 0.127 0.037 0.145 0.201 0.155 0.124 0.087 0.059 0.079 0.049 0.826 0.943 0.922 -0.066 -0.090 -0.138 -0.107 -0.109 -0.014 -0.060 -0.072 -0.037 0.058 0.065 0.078 0.050 0.022 0.006 0.066 0.047 0.036 0.103 0.040 0.042 0.026 -0.035 0.030 0.042 -0.056 -0.083 -0.123 0.895 0.943 0.872 0.127 0.224 0.095 0.060 0.108 0.046 0.087 0.161 0.019 0.010 0.083 0.151 0.029 0.008 0.135 0.113 0.113 0.080 0.148 0.105 0.099 0.104 -0.097 -0.096 0.003 0.146 0.160 0.047 0.813 0.712 0.781 0.811 0.845 0.756 0.707 0.456 0.302 0.395 0.431 0.457 0.429 0.418 0.447 0.280 0.408 0.460 0.363 0.406 0.385 0.385 0.022 0.079 0.038 0.077 0.082 0.075 0.436 0.361 0.407 0.332 0.470 0.316 0.453 0.749 0.747 0.828 0.817 0.863 0.867 0.711 0.442 0.272 0.470 0.474 0.594 0.560 0.513 0.538 0.033 0.050 0.061 0.120 0.125 0.084 0.398 0.346 0.346 0.359 0.366 0.295 0.400 0.429 0.315 0.338 0.368 0.467 0.422 0.364 0.887 0.710 0.927 0.937 0.467 0.443 0.436 0.472 0.009 0.015 0.019 0.121 0.147 0.058 0.316 0.272 0.351 0.295 0.348 0.292 0.403 0.469 0.487 0.479 0.468 0.573 0.521 0.398 0.439 0.296 0.480 0.499 0.918 0.929 0.892 0.882 Table E.11.a Square-rooted AVE and correlation among constructs in the main model Construct WSS UINV ATOP USAT OPI WSS 1.000 0.135 0.125 0.172 0.076 UINV ATOP USAT OPI 0.776 0.519 0.467 0.424 0.799 0.487 0.610 0.870 0.502 0.905 204 Table E.11.b Square-rooted AVE and correlation among constructs in the interaction model Construct WSS UIE WSSxUIE UINV ATOP USAT OPI WSS 1.000 0.073 -0.001 0.135 0.125 0.172 0.076 UIE WSSxUIE UINV ATOP USAT OPI 0.898 -0.104 -0.060 0.058 0.057 0.017 0.904 0.139 0.087 0.124 0.127 0.776 0.519 0.467 0.425 0.799 0.487 0.610 0.870 0.502 0.905 Table E.12.a R2 Change for Perceived Web search benefit Model R R Adjusted Std Error of R2 the Estimate 1* 0.125 0.016 0.011 6.161 # 0.222 0.049 0.037 6.081 * # Change Statistics R F Sig F df1 df2 Change Change Change 0.016 3.671 233 0.057 0.034 4.108 232 0.018 Model 1: PWSB is regressed on WSS Model 2: PWSB is regressed on WSS, UIE and WSS*UIE Table E.12.b R2 Change for Perceived Web search cost Model R R2 Adjusted Std Error of R2 the Estimate 1* # 0.013 7.371 2# * 0.131 0.017 0.234 0.055 0.042 7.260 Change Statistics F Sig F R df1 df2 Change Change Change 0.017 4.069 233 0.045 0.038 4.586 232 0.011 Model 1: PWSC is regressed on WSS Model 2: PWSC is regressed on WSS, UIE and WSS*UIE 205 Table E.13 Convergent validity for three different datasets Combined Dataset PG Group Latent Manifest Item Internal Item Variable Variable Reliability Consistency Reliability (λ) (λ) (ρ) 0.813 0.793 UINV1 0.711 0.698 UINV2 0.781 0.732 UINV3 0.914 0.812 0.813 UINV UINV4 (0.901)* 0.845 0.870 UINV5 0.757 0.758 UINV6 0.706 0.682 UINV7 0.749 0.789 ATOP1 0.746 0.761 ATOP2 0.828 0.845 ATOP3 0.925 0.817 0.773 ATOP ATOP4 (0.905)* 0.863 0.845 ATOP5 0.867 0.841 ATOP6 0.711 0.731 ATOP7 0.887 0.889 USAT1 0.710 0.736 USAT2 0.925 USAT (0.889)* 0.927 0.917 USAT3 0.937 0.930 USAT4 0.918 0.920 OPI1 0.929 0.939 OPI2 0.948 OPI (0.926)* 0.892 0.912 OPI3 0.882 0.905 OPI4 Internal Consistency (ρ) 0.908 (0.888)* 0.925 (0.904)* 0.926 (0.887)* 0.956 (0.938)* UPG Group Item Internal Reliability Consistency (λ) (ρ) 0.829 0.717 0.815 0.806 0.823 0.748 0.725 0.701 0.731 0.815 0.850 0.884 0.887 0.695 0.882 0.643 0.936 0.947 0.917 0.915 0.860 0.847 0.916 (0.915)* 0.924 (0.905)* 0.918 (0.883)* 0.935 (0.908)* * Cronbach’s alpha score for comparison purpose 206 Table E.14 Loading and cross loading for three different datasets Construct User Involvement (UINV) Attitude toward Online Purchase (ATOP) User Satisfaction (USAT) Online Purchase Intention (OPI) Item UINV1 UINV2 UINV3 UINV4 UINV5 UINV6 UINV7 ATOP1 ATOP2 ATOP3 ATOP4 ATOP5 ATOP6 ATOP7 USAT1 USAT2 USAT3 USAT4 OPI1 OPI2 OPI3 OPI4 Combined Data UINV ATOP USAT 0.813 0.711 0.781 0.812 0.845 0.757 0.706 0.456 0.302 0.395 0.431 0.457 0.429 0.418 0.447 0.280 0.408 0.460 0.363 0.406 0.385 0.385 0.436 0.361 0.407 0.332 0.470 0.316 0.453 0.749 0.746 0.828 0.817 0.863 0.867 0.711 0.442 0.272 0.470 0.474 0.594 0.560 0.513 0.538 0.398 0.346 0.346 0.359 0.366 0.295 0.400 0.429 0.315 0.339 0.368 0.468 0.422 0.364 0.887 0.710 0.927 0.937 0.467 0.443 0.436 0.472 OPI 0.316 0.272 0.351 0.295 0.348 0.292 0.403 0.469 0.487 0.479 0.468 0.573 0.521 0.398 0.439 0.296 0.480 0.499 0.918 0.929 0.892 0.882 PG Group UINV ATOP USAT 0.793 0.698 0.732 0.813 0.870 0.758 0.682 0.417 0.240 0.338 0.372 0.338 0.287 0.344 0.479 0.376 0.441 0.529 0.412 0.451 0.368 0.393 0.306 0.217 0.316 0.273 0.415 0.275 0.398 0.789 0.761 0.845 0.773 0.845 0.841 0.731 0.479 0.228 0.558 0.549 0.658 0.623 0.587 0.622 0.478 0.423 0.387 0.359 0.403 0.296 0.423 0.518 0.316 0.389 0.366 0.512 0.435 0.446 0.889 0.736 0.917 0.930 0.456 0.457 0.470 0.506 OPI 0.362 0.334 0.340 0.263 0.344 0.311 0.379 0.538 0.510 0.584 0.499 0.644 0.549 0.443 0.447 0.314 0.509 0.494 0.920 0.939 0.912 0.905 UPG Group UINV ATOP USAT 0.829 0.717 0.815 0.806 0.823 0.748 0.725 0.475 0.339 0.436 0.460 0.563 0.546 0.479 0.398 0.127 0.354 0.376 0.300 0.356 0.395 0.383 0.544 0.488 0.472 0.373 0.516 0.337 0.496 0.701 0.731 0.815 0.850 0.884 0.887 0.695 0.383 0.293 0.357 0.380 0.517 0.489 0.426 0.444 0.301 0.234 0.276 0.346 0.322 0.279 0.350 0.287 0.296 0.276 0.330 0.413 0.380 0.279 0.882 0.643 0.936 0.947 0.467 0.422 0.380 0.425 OPI 0.258 0.182 0.356 0.326 0.353 0.269 0.428 0.371 0.470 0.364 0.425 0.489 0.482 0.351 0.421 0.246 0.432 0.499 0.917 0.915 0.860 0.847 Notes: All loadings are significant at the 0.01 level 207 Table E.15 Square-rooted AVE and correlation among constructs Construct UINV ATOP USAT OPI UINV 0.776 0.519 0.467 0.424 Combined Data ATOP USAT 0.799 0.487 0.610 0.870 0.502 OPI 0.905 UINV 0.766 0.420 0.527 0.443 PG Group ATOP USAT 0.799 0.537 0.678 0.871 0.513 OPI 0.919 UINV 0.782 0.596 0.388 0.402 UPG Group ATOP USAT OPI 0.798 0.410 0.532 0.885 0.861 0.480 208 Table E.16 The formative indicators’ weight scores Latent Construct Item PWSB1 PWSB2 PWSB3 PWSB4 PWSB PWSB5 PWSB6 PWSB7 PWSB8 PWSB9 PWSC1 PWSC2 PWSC3 PWSC4 PWSC5 PWSC PWSC6 PWSC7 PWSC8 PWSC9 PWSC10 ns: not significant Entire sample 0.326 -0.128 0.152 0.450 0.268 -0.123 0.195 -0.242 0.443 0.211 0.027 0.315 0.593 0.084 0.132 -0.274 0.485 0.099 -0.092 Mean of subsamples 0.309 -0.111 0.116 0.422 0.258 -0.116 0.189 -0.217 0.417 0.147 0.021 0.280 0.518 0.095 0.117 -0.232 0.412 0.084 -0.076 Standard Error 0.137 0.135 0.259 0.294 0.142 0.168 0.135 0.177 0.174 0.245 0.167 0.130 0.197 0.229 0.211 0.192 0.203 0.156 0.144 t-value 2.373 -0.944 0.588 1.531 1.885 -0.731 1.442 -1.364 2.543 0.861 0.161 2.415 3.012 0.367 0.628 -1.430 2.389 0.636 -0.635 Sig (2-tailed) p < 0.05 ns ns ns p < 0.1 ns ns Ns p < 0.01 ns ns p < 0.05 p < 0.01 ns ns ns p < 0.05 ns ns 209 .. .THE EFFECT OF WEB SEARCH STRATEGY ON ONLINE PURCHASE INTENTION: A WEB DESIGN ELEMENT- RELATED COST- BENEFIT APPROACH PAULUS INSAP SANTOSA MASTER OF SCIENCE (DEPARTMENT OF COMPUTER SCIENCE)... information seeking strategy, and the effect of Web design on information search cost This section also discusses the cost/ benefit of information search activity based on the interpersonal communication... Strategy Strategy is the approach that an information seeker takes to a problem (Marchionini 1995) Marchionini (1995) divides strategy into analytical strategy and browsing strategy Analytical strategy