The propensity of e‐commerce usage: the influencing variables

Purpose – The purpose of this paper is to address online consumer behavior in purchase decision making. Research – in the form of various psychological and sociological studies – has recently provided many theoretical models to explain how consumers utilize new technologies. Design/methodology/approach – The intention of this study is to utilize these existing theories, not simply adapt them to the phenomenon of e‐commerce, but to question and, therefore, change fundamental variables. The main variables have been tested together using a statistical methodology not previously applied to this type of problem: the classification and regression trees (CART) procedure. Findings – The survey results confirm that, in addition to utilitarian aspects of online use, the perception of the usefulness of the system, very important seem to be the hedonistic aspects related to the higher or lower emotional commitment. In the first instance, the online purchase intention is influenced by the construct of playfulness, followed by the perceived security and usefulness. Practical implications – It is already evident that e‐commerce sites, even at the functional and graphic design stage, should consider elements that make it possible to increase the potential for participation, engagement, interaction and fun. Originality/value – The intention of the paper is to utilize these existing theories, not simply adapt them to the phenomenon of e‐commerce, but to question and, therefore, change fundamental variables. The main variables are derived from models in the literature which have been tested together using a statistical methodology not previously applied to this type of problem: the CART procedure.