1
Creativity, Innovation and Management Abstracts of the 10th International Conference Sousse, Tunisia, 25–28 November 2009 CONSUMER’S DECISION-MAKING STYLES AND E-COMMERCE ADOPTION – TWO SAMPLES COMPARISON Dr. Radosław Mącik, Maria Curie-Skłodowska University in Lublin, Poland [email protected] Dr. Dorota Mącik, School of Finance and Management, Warsaw, Poland [email protected] ABSTRACT In this study consumer online shopping is treated as a technology adoption process moderated by consumer decision-making styles. Consumer’s decision-making styles profile influences significantly his/her online shopping behavior. The authors wanted to replicate the results of their previous work using different data-collection mode, and compare them across two independent samples: previous one using CAWI technique and new one collected by PAPI questionnaire. Our approach was to use the modified technology acceptance (TAM), and the task-technology fit (TTF) models, and consumer decision-making styles concept. Results of the comparison are suggesting that “hybrid” model connecting selected consumer styles with TAM/TTF is best performer from other competing models from both used samples. Data collection mode not influences significantly tested models form – only slight differences has been found, coming mostly from different sample sizes, and sample structures regarding subjects’ demographic background. Research has been done on two representative samples of Polish consumers buying online, gathered using CAWI and PAPI technique respectively. Research has been funded by Polish Ministry of Science and Higher Education (grant number 1 H02C 077 30). Keywords: online shopping adoption, consumer styles, path modeling, replication, Poland. 116
