Title: The relevance of internet information dependency for frequent online buyers

Authors: Alagirisamy Kamatchi Subbiah Sukumaran

Addresses: Formerly School of Management, SASTRA University, Thanjavur, India

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.

Keywords: technology acceptance model; TAM; media system dependency theory; MSD; internet information dependency; playfulness; perceived usefulness; perceived ease of use; online shopping intention.

DOI: 10.1504/IJBIS.2024.138047

International Journal of Business Information Systems, 2024 Vol.45 No.4, pp.542 - 563

Received: 23 Jul 2020
Accepted: 08 Mar 2021
Published online: 18 Apr 2024 *

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