en pl
en pl

Central European Management Journal

Zobacz wydanie
Rok 2018 
Tom 26 
Numer 3

The Evolvement of Online Consumer Behavior: The ROPO and Reverse ROPO Effect in Poland and Germany

Jessica Kowalczuk
Kozminski University

2018 26 (3) Central European Management Journal

DOI 10.7206/jmba.ce.2450-7814.233

Zawartość artykułu

Abstrakt

Purpose: The aim of the study was to find out whether the online shopping behaviors ROPO and Reverse ROPO Effect differ between Poles and Germans.

Methodology: The author conducted quantitative research among Polish and German students (129 questionnaires). The measures for this study were hypotheses that tested in mean and comparative analysis.

Findings: In the context of online consumer behavior, the results indicate that consumers display different preferences for ROPO or Reverse ROPO Effect. These differences trace back to cultural differences, particularly different uncertainty avoidance levels, and different stage of e-commerce markets maturity.

Research implications: E-commerce markets constantly evolve and so does online consumer behavior. While immature e-commerce markets follow their mature counterparts, their respective online consumer behavior also evolves, currently displaying different tendencies in ROPO and Reverse ROPO Effect between markets.

Limitation: Respondents that cover all age groups would be more representative of the respective countries of analysis. Moreover, instead of a cross-sectional, one should conduct further research with a time-series study to capture trends in behavior adoption, which effect from the evolving nature of the e-commerce retail market.

Powiązania

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  75. Jarrett, K. (2008). Interactivity is Evil! A Critical Investigation of Web 2.0. First Monday, 13(3): 34–41, https://doi.org/10.5210/fm.v13i3.2140 [Google Scholar]
  76. Jiang, L.A., Yang, Z., and Jun, M. (2013). Measuring Consumer Perceptions of Online Shopping Convenience. Journal of Service Management, 24(2): 191–214, https://doi.org/10.1108/09564231311323962 [Google Scholar]
  77. Johnson, E.J., Moe, W.W., Fader, P.S., Bellman, S. and Lohse, G.L. (2004). On the Depth and Dynamics of Online Search Behavior. Management Science, 50(3): 299–308, https://doi.org/10.1287/mnsc.1040.0194 [Google Scholar]
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  80. Lee, P.M. (2002). Behavioral Model of Online Purchasers in E-Commerce Environment. Electronic Commerce Research, 2(1): 75–85, https://doi.org/10.1023/A:1013340118965 [Google Scholar]
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  86. Novak, T.P., Hoffman, D.L. and Yung, Y.-F. (2000). Measuring the Customer Experience in Online Environments: A Structural Modelling Approach. Marketing Science, 19(1): 22–42, https://doi.org/10.1287/mksc.19.1.22.15184 [Google Scholar]
  87. Nunes, P.F. and Cespedes, F.V. (2003). The Customer Has Escaped. Harvard Business Review, 81: 96–105. [Google Scholar]
  88. Park, J., Gunn, F., and Han, S.L. (2012). Multi-dimensional Trust Building in E-Retailing: Cross-Cultural Differences in Trust Formation and Implications for Perceived Risk. Journal of Retailing and Consumer Services, 19: 304–312, https://doi.org/10.1016/j.jretconser.2012.03.003 [Google Scholar]
  89. Pavlou, P.A. and Fygenson, M. (2006). Understanding and Predicting Electronic Commerce Adoption: An Extension of the Theory of Planned Behavior. MIS Quarterly, 30(1): 115–143, https://doi.org/10.2307/25148720 [Google Scholar]
  90. Peterson, R.A. and Merino, M.C. (2003). Consumer Information Search Behavior and the Internet. Psychology and Marketing, 20(2): 99–121, https://doi.org/10.1002/mar.10062 [Google Scholar]
  91. Pires, G., Stanton, J. and Eckford, A. (2004). Influences on the Perceived Risk of Purchasing Online. Journal of Consumer Behavior, 4(2): 118–131, https://doi.org/10.1002/cb.163 [Google Scholar]
  92. Pope, N.K., Brown, M.R. and Forrest, E.J. (1999). Risk, innovativeness, gender, and involvement factors affecting the intention to purchase sport product online. Sport Marketing Quarterly, 8(2): 25–34. [Google Scholar]
  93. Shaw, T. and Jarvenpaa, S. (1997). Process Models in Information Systems. Information Systems and Qualitative Research. Chapman and Hall, London, U.K., https://doi.org/10.1007/978-0-387-35309-8_6 [Google Scholar]
  94. Shih, H.P. (2004). An empirical study on predicting user acceptance of e-shopping on the Web. Information & Management, 41(3): 351–368, https://doi.org/10.1016/S0378-7206(03)00079-X [Google Scholar]
  95. Simon, H.A. (1957). Administrative Behavior. Cambridge University Press. [Google Scholar]
  96. Smith, R. et al. (2013). Cross-Cultural Examination of Online Shopping Behavior: A Comparison of Norway, Germany, and the United States. Journal of Business Research, 66(6): 283–462, https://doi.org/10.1016/j.jbusres.2011.08.013 [Google Scholar]
  97. Soares, A.M., Farhangmehr, M. and Shoham, A. (2007). Hofstede‘s Dimensions of Culture in International Marketing Studies. Journal of Business Research, 60: 277–284, https://doi.org/10.1016/j.jbusres.2006.10.018 [Google Scholar]
  98. Solomon, M.R., Marshall, G.W. and Stuart, E.W. (2008). Marketing – Real People, Real Choices. 5th ed. Pearson Prentice Hall. [Google Scholar]
  99. Soopramanien, D.G.R. and Robertson, A. (2007). Adoption and Usage of Online Shopping: An Empirical Analysis of the Characteristics of ‚‘buyers‘‘, ‚‘browsers‘‘ and ‚‘non-internet shoppers‘‘. Journal of Retailing and Consumer Services, 14: 73–82, https://doi.org/10.1016/j.jretconser.2006.04.002 [Google Scholar]
  100. Sorce, P., Perotti, V. and Widrick, S. (2005). Attitude and Age Differences in Online Buying. International Journal of Retail and Distribution Management, 33: 122–132, https://doi.org/10.1108/09590550510581458 [Google Scholar]
  101. Statista (2014). Number of Digital Buyers in Germany from 2011 to 2018 (in Millions), http://www.statista.com/statistics/251639/number-of-digital-buyers-in-germany [Google Scholar]
  102. Verhoef, P.C., Neslin, S.A. and Vroomen, B. (2007). Multichannel Customer Management: Understanding the Research Shopper Phenomenon. International Journal of Research in Marketing, 24: 129–148, https://doi.org/10.1016/j.ijresmar.2006.11.002 [Google Scholar]
  103. Yoo, B. and Donthu, N. (2001). Developing a scale to measure the perceived quality of an Internet shopping site (SITEQUAL). Quarterly Journal of Electronic Commerce, 2(1): 31–45. [Google Scholar]
  104. The Hofstede Centre (2017). Strategy, Culture, Change, http://geert-hofstede.com/poland.html [Google Scholar]
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  106. Bhatnagar, A., Misra, S. and Rao, H.R. (2000). On Risk, Convenience, and Internet Shopping Behavior. Commuications of the ACM, 43(11): 98–105, https://doi.org/10.1145/353360.353371 [Google Scholar]
  107. Boyd, H.W., Walker, O.C., Mullins, J. and Larréché, J.-C. (2002). Marketing Management, A Strategic Decision-Making Approach. Columbus, OH: McGraw-Hill/Irwin. [Google Scholar]
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  109. Centre for Retailing Research, 2017. Online Retailing: Britain, Europe, US and Canada 2017, http://www.retailresearch.org/onlineretailing.php [Google Scholar]
  110. Constantinides, E. (2004). Influencing the Online Consumer‘s Behavior: The Web Experience. Internet Research, 4(2): 111–126, https://doi.org/10.1108/10662240410530835 [Google Scholar]
  111. Constantinides, E. and Fountain, S.K. (2008). Web 2.0: Conceptual and Foundations and Marketing Issues. Journal of Direct, Data and Digital Marketing Practice, 9(3): 231–244, https://doi.org/10.1057/palgrave.dddmp.4350098 [Google Scholar]
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Cytowanie zasobu

APA style

Kowalczuk, Jessica (2018). Kowalczuk, J. . (2018). The Evolvement of Online Consumer Behavior: The ROPO and Reverse ROPO Effect in Poland and Germany. Central European Management Journal, 26(3), 14-29. https://doi.org/10.7206/jmba.ce.2450-7814.233 (Original work published 2018)

MLA style

Kowalczuk, Jessica. Kowalczuk, J. . „The Evolvement Of Online Consumer Behavior: The Ropo And Reverse Ropo Effect In Poland And Germany”. 2018. Central European Management Journal, t. 26, nr 3, 2018, ss. 14-29.

Chicago style

Kowalczuk, Jessica. Kowalczuk, Jessica . „The Evolvement Of Online Consumer Behavior: The Ropo And Reverse Ropo Effect In Poland And Germany”. Central European Management Journal, Central European Management Journal, 26, nr 3 (2018): 14-29. doi:10.7206/jmba.ce.2450-7814.233.

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