Abstract
This study aims to analyze consumer behavior during Cyber Monday and Black Friday in Chile through an information technology acceptance model. An extended technology acceptance model was created to which the Technology Continuance Use Theory was incorporated. The variables used to explain continuance intention (CI) were attitude towards shopping (A), subjective norms (NS), perceived risk (PR), perceived usefulness (PU), shopping enjoyment (SE) and convenience (C). To obtain the data necessary for the structural equation model proposed, a survey was created on the SurveyMonkey platform. The survey was disseminated through social networks during May and June 2019. The results indicated that convenience (C) positively influences shopping enjoyment (SE) (.543). Then, shopping enjoyment is the variable that influences the most attitude (.496), which is directly related, with a standardized regression coefficient of .874, to the purchase continuance intention on Cyber Monday and Black Friday. Consequently, saving time and money by doing online shopping generates a pleasure or enjoyment perception in consumers, which has a positive effect on the perception of making purchases during these events and therefore on the intention to continue buying. Other results, conclusions, and theoretical and practical recommendations are further discussed along the paper.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Similar content being viewed by others
References
Ajzen, I.: The theory of planned behaviour. Organ. Behav. Hum. Decis. Process. 50(2), 179–211 (1991)
Arnold, M.J., Reynolds, K.E.: Hedonic shopping motivations. J. Retail. 79, 77–95 (2003)
Babin, B.J., Darden, W.R., Griffin, M.: Work and/or fun: measuring hedonic and utilitarian shopping value. J. Cons. Res. 20(4), 644–656 (1994)
Bauer, R.A.: Consumer behavior as risk taking. In: Robert, S.H. (ed.) Dynamic Marketing for a Changing World, pp. 389–398. American Marketing Association, Chicago (1960)
Black Friday 2018 Chile. https://black-friday.global/es-cl/. Accessed 26 Jan 2021
Bourlier, A., Gomez, G. http://blog.euromonitor.com/2016/10/estrategias-para-la-expansion-mercadosemergentes-utilizando-e-commerce.html. Accessed 26 Jan 2021
Burke, R.: Do you see what I see? The future of virtual shopping. J. Acad. Mark. Sci. 25(4), 352–360 (1997)
Brown, L.G.: The strategic and tactical implications of convenience in consumer product marketing. J. Cons. Market. 6, 13–20 (1989)
Chiang, K.: Effects of price, product type, and convenience on consumer intention to shop online. In: American Marketing Association Conference Proceedings, Chicago, IL Winter, pp. 163–169 (2001)
Chiang, K., Dholakia, R.R.: Factors driving consumer intention to shop online: an empirical investigation. J. Cons. Psychol. 13(1/2), 177–183 (2003)
Childers, T.L., Carr, C.L., Peck, J., Carson, S.: Hedonic and utilitarian motivations for online retail shopping behavior. J. Retail. 77, 511–535 (2001)
CNN Chile. https://www.cnnchile.com/tendencias/la-verdadera-historia-tras-el-black-friday_20181123/. Accessed 26 Jan 2021
Cupani, M.: Análisis de Ecuaciones Estructurales: conceptos, etapas de desarrollo y un ejemplo de aplicación. Revista tesis 1(1), 186–199 (2012)
CyberMonday. https://www.cybermonday.cl/info.html. Accessed 26 Jan 2021
Davis, F.: Perceived usefulness, perceived ease of use and user acceptance of information technology. MIS Quart. 13(3), 319–340 (1989)
Ha, S., Stoel, L.: Consumer e-shopping acceptance: antecedents in a technology acceptance model. J. Bus. Res. 62, 565–571 (2009)
Hsu, C.L., Lu, H.P.: Why do people play on-line games? An extended TAM with social influences and flow experience. Inform. Manage. 41(7), 853–868 (2004)
Jarvenpaa, S.L., Todd, P.A.: Is there a future for retailing on the internet? In: Peterson, R.A. (ed.), Electronic Marketing and the Consumer, pp. 139–154. Sage, Thousand Oaks (1997)
Lee, M.C.: Explaining and predicting users’ continuance intention toward e-learning: an extension of the expectation–confirmation model. Comput. Educ. 54(2), 506–516 (2010)
Liao, C., Chen, J.L., Yen, D.C.: Theory of planning behavior (TPB) and customer satisfaction in the continued use of e-service: an integrated model. Comput. Hum. Behav. 23(6), 2804–2822 (2007)
Liao, C., Palvia, P., Chen, J.L.: Information technology adoption behavior life cycle: toward a Technology Continuance Theory (TCT). Int. J. Inf. Manage. 29(4), 309–320 (2009)
Linio. https://www.linio.com.ar/sp/indice-ecommerce. Accessed 26 Jan 2021
Loewnthal, K.M.: An Introduction to Psychological Tests and Scales. UCL Press, London (1996)
Prieto, J.C.S., Migueláñez, S.O., García-Peñalvo, F.J.: Utilizarán los futuros docentes las tecnologías móviles? Validación de una propuesta de modelo TAM extendido. Revista de Educación a Distancia (52) (2017)
Rohm, A.J., Swaminathan, V.: A typology of online shoppers based on shopping motivations. J. Bus. Res. 57(7), 748–757 (2004)
Saura, J.R., Reyes-Menendez, A., Palos-Sanchez, P.: Un Análisis de Sentimiento en Twitter con Machine Learning: Identificando el sentimiento sobre las ofertas de# BlackFriday. Revista Espacios 39(16), 75 (2018)
Shih, H.: An empirical study on predicting user acceptance of e-shopping on the web. Inf. Manage. 41, 351–368 (2004)
Swaminathan, V., Lepkowska-White, E., Rao, B.P.: Browsers or buyers in cyberspace? An investigation of factors influencing likelihood of electronic exchange. J. Comput. Mediat. Commun. 5(2) (1999)
Swilley, E., Goldsmith, R.E.: Black Friday and Cyber Monday: understanding consumer intentions on two major shopping days. J. Retail. Cons. Serv. 20(1), 43–50 (2013)
Tele13. https://www.t13.cl/noticia/tendencias/cyber-monday-2019-fecha? Accessed 26 Jan 2021
Venkatesh, V., Thong, J.Y., Xu, X.: Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology. MIS Quart. 157–178 (2012)
Vijayasarathy, L.: Predicting consumer intentions to use on-line shopping: the case for an augmented technology acceptance model. Inf. Manage. 41, 747–762 (2004)
Weng, G.S., Zailani, S., Iranmanesh, M., Hyun, S.S.: Mobile taxi booking application service’s continuance usage intention by users. Transp. Res. Part D: Transp. Environ. 57, 207–216 (2017)
Yong Varela, L.A., Rivas Tovar, L.A., Chaparro, J.: Modelo de aceptación tecnológica (TAM): un estudio de la influencia de la cultura nacional y del perfil del usuario en el uso de las TIC. Innovar. Revista de Ciencias Administrativas y Sociales 20(36) (2010)
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2021 Springer Nature Switzerland AG
About this paper
Cite this paper
Yáñez, D., Fernández-Robin, C., Améstica, G., McCoy, S. (2021). Consumer Attitude and Behavior During Black Friday and Cyber Monday. In: Meiselwitz, G. (eds) Social Computing and Social Media: Applications in Marketing, Learning, and Health. HCII 2021. Lecture Notes in Computer Science(), vol 12775. Springer, Cham. https://doi.org/10.1007/978-3-030-77685-5_12
Download citation
DOI: https://doi.org/10.1007/978-3-030-77685-5_12
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-77684-8
Online ISBN: 978-3-030-77685-5
eBook Packages: Computer ScienceComputer Science (R0)