The relevance of internet information dependency for frequent online buyers
by Alagirisamy Kamatchi Subbiah Sukumaran
International Journal of Business Information Systems (IJBIS), Vol. 45, No. 4, 2024

Abstract: Buyers increasingly depended on information relating to prices and products from the internet. Information by itself was not useful and recent studies found an overload of information on the internet. The individual characteristics of online buyers determined the usefulness or otherwise of such information in online shopping. The processing style, intuitive or analytical, of a consumer made a difference on the dependency on online information. The present study demonstrated that frequent online buyers did not depend on the internet information when such information was not useful to them. The concept of internet information dependency itself was derived from media system dependency theory (MSD). The present study used an extended model of the technology acceptance model and found playfulness more significant than information dependency in online shopping intention.

Online publication date: Thu, 18-Apr-2024

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