The impact of prior online shopping experience on future purchasing channel choice

This paper discusses the direct and indirect effects of online shopping experience on selecting and the intention to select the Internet as the purchasing channel. The theoretical approach is based on the technology acceptance model and media appropriateness theory. The data was collected with a Web survey from 2479 visitors at the web site of a passenger cruise company. Prior online shopping experience was found to have a very significant effect on the purchasing channel choice both directly as well as indirectly, and even more on the intention to select the Internet as the purchasing channel. In addition, the perceived ease-ofuse and usefulness as well as the perceived appropriateness of the Internet as a purchasing channel were found to have an important impact on the choice. Preferring conversation with customer service personnel had the most influential effect on intention and behaviour, which can be explained by satisfaction with traditional channels as well as distrust of one's own skills with the electronic commerce system.