This research is focused on internet shoppers co-design, individual tendency of trust, trust belief, and purchase intention. An online questionnaire was set out in survey form on Google Docs in or-der to collect data. The survey was conducted of participants in Mongolia. 236 usable responses were obtained from Mongolian potential customers in order to examine constructs. The findings suggest that co-design and individual tendency of trust have significant positive effect on the trust levels throughout intention to purchase.
Recently, there has been still growing interest in an online environment over the world. The usage of the internet tends to increase year by year. Since 2000, 360,985,492 users were reported by Internet World Stats; moreover, the usage of Internet users has increased by 566.4% to 2,405,518,376 users by the end of 2012 [
Mongolian 1990’s peaceful democratic revolution, the science technology was carried on to develop at a whole new level. After the democratic evolution, internet was established in 1995. Since 2009, there have been introduced e-postal services, e.g. Post-SMS through https://postnews.mn/, Tourist center and e-Post, a digital post- delivery box. As a consequence of these services, citizens and travelers are able timely to receive information on parcels, and other postal activities through e-mail and SMS. Mongolia is the most sparsely populated independent country in the world. It is a serious constraint to countrywide Internet deployment, but International Telecommunications Union reported, in 2012, usage of internet is over 16.4% (521,520 users) of the population.
As can be seen from
Authors who have tackled the theme of co-design include Penaloza and Venkatesh [
Individual tendency of trust represents the internal traits that drive the individual behavior tendency to trust [
Trust refers to when an individual person feeling assurance while experiencing vulnerable, uncertain, or risky circumstances [
A great deal of recent research has demonstrated that greater trust is associated with stronger purchase intention [
The research model of this study is shown in
Hypothesis 1: Individual tendency of trust influences trust belief positively.
Hypothesis 2: Co-design influences customers’ trust belief positively.
Hypothesis 3: Trust belief is a mediator for co-design, individual tendency of trust and purchase intention.
H3a: Trust belief is a mediator between co-design and purchase intention.
H3b: Trust belief is a mediator between individual tendency of trust and purchase intention.
The questionnaire classified into 24 questions of six sections: “co-design (8 items)”, “individual tendency of trust
(4 items)”, “trust belief (4 items)”, and “purchase intention (3 items)”. Furthermore, demographic information is included in questionnaire with 5 items gender, age, online purchase experience, brand preference, and average purchase amount. In order to collect data from Mongolian potential buyers, the survey was written in English and translated into Mongolia.
A positivist research design is an established method to evaluate the relationships between constructs. Cresswell [
An online questionnaire was set out in survey form on Google Docs in order to collect data. The survey was took from participants in Mongolia and the data was collected between April to May 2014. Before we took the survey, to make ensure co-design experience which means convince them to knowledge about Nike ID online platform. The questions were arranged in multi-choice scales to ensure accurate response of the consumers. Each scale consisted of several questions related to the constructs; the answers to the questions were averaged to arrive at scale score. The questions were asked in Likert scales which have measurable values indicates between strongly disagree and indicates strongly agree with one to five. Totally, 236 usable responses were obtained from participants.
This chapter will cover research subject, data analysis regarding to the valid questionnaires.
Demographic information is described. Five major items were included in this research: (i) Gender, (ii) Age, (iii) Online shopping experience, (iv) Online store preference, (v) Average amount of the per purchase.
Gender is demonstrated as 75 (38.7%) male and 119 (61.3%) female participants of the valid responses. Moreover, more than 158 (81.7) participants were aged 18 to 25 years old, 21 (10.8%) participants are 26 to 30 years old and 15 (7.7%) were aged above 31 years old. With regard to preference of online shopping from the popular shops in Mongolia, i.e. Ebay.com 64 (21%), Amazon.com 79 (25%), Alibaba.com 10 (3%), Mongolian online shops and Others are 61 (19%). There are over 65% of respondents were purchasing from the online shop is more than a year. Over 60% the participated consumers appear to mostly spend 50 US$ - 200 US$ on each purchase on their apparel product. The participants mostly prefer brands Zara, H&M, Forever 21, Uniqlo, and Nike, Adidas from others.
In co-design construct, all of eight items above 3.43 which means the mean value was tend positive scale of measurement. Another four items of construct individual tendency of trust are averaged above 3 mean value. The questions are remarkably agreed by a participant. On the other hand, which means participant has a tendency to develop trust toward the retailer.
The following suggestions of Baron and Kenny [
The results of main and mediator effect analysis are provided in
Firstly, the suggestion is trust tendency influence positively toward trusting belief. In addition, when individual trust tendency increases, the buyers have tendency to increase their trust level to the retailer company. Thus, Hypothesis 1 is supported. As a result for Hypothesis 2 is supported, co-design is positive effects to trust beliefs. If a customer allows higher participation in co-design with the company, it appears to have more trust from
Dependent variable | Trust belief | Purchase intention | ||||||
---|---|---|---|---|---|---|---|---|
Independent variable | Standardized regression coefficients (β value) | |||||||
Regression model | Model 1 | Model 2 | Model 3 | Model 4 | Model 5 | Model 6 | Model 7 | |
Co-design | 0.722*** | 0.290*** | 0.638*** | |||||
Individual tendency of trust | 0.714*** | 0.214*** | 0.598*** | |||||
Trust belief | 0.482*** | 0.539*** | 0.691*** | |||||
R2 | 0.521 | 0.509 | 0.518 | 0.500 | 0.407 | 0.358 | 0.478 | |
Adjusted R2 | 0.519 | 0.507 | 0.514 | 0.498 | 0.404 | 0.355 | 0.476 | |
F value | 254.116*** | 242.751*** | 125.196*** | 116.558*** | 160.301*** | 130.269*** | 214.060*** | |
t value | 15.941*** | 15.580*** | 4.410*** 7.340*** | 3.230*** 8.150*** | 12.661*** | 11.414*** | 14.631*** | |
*p = < 0.05; ** = p < 0.01; *** = p < 0.001
Hypotheses | Results |
---|---|
H1. Co-design has positive effect on trust belief | Supported |
H2. Individual tendency of trust has positive effect on trust belief | Supported |
H3. Trust belief has positive effect on Purchase intention | Supported |
H3a. Trust belief is a mediator between co-design and purchase intention. | Supported |
H3b. Trust belief is a mediator between individual tendency of trust and purchase | Supported |
consumers. Hypothesis 3 is supported by having the higher trust degree that significantly affects intention to purchase. For the H3a and H3b mediating effect, trust belief has partially mediated with individual tendency of trust, co-design and purchase intention. Thus, all of the hypotheses and mediator have supported.
Limitations and Future ResearchLimitation of this study is that data collected from young age groups, ages between 18 and 30. The suggestion for the future study is researcher not just focus on Mongolian consumers, also it could be focused on other countries. Latterly, companies use a co-design, and it is a fairly new concept and new trend in customer-centric marketing. For instance, those companies related to co-design platform who allows customers to customize their chosen products. Therefore, research also could be focus on impact of consumers’ relationship, satisfaction, Word of Mouth, service quality and other consumers’ behaviors.
Jyh-Jeng Wu,Shu-Hua Chien,Khash-Orgil Gansukh,Xin-Jiao Yang, (2016) Co-Design and Trust in Social Network’s Websites. Social Networking,05,93-99. doi: 10.4236/sn.2016.53010