Communications and New Media (CNM) Programme
presents a talk on
Understanding the Beliefs and Intentions in Search and Purchase Functions in an E-commerce Website
by
Dr. Julian Yuan Cuo Lin
Visiting Fellow, Communications & New Media
Wednesday, 29 August 2007, 3.30 p.m.
CNM Seminar Room, AS6 #03-33
11 Law Link, Singapore 117589
Abstract of the Talk
Many e-commerce websites provide multiple functions such as a product search function, an on-line purchase function, an order tracking function, and for downloadable software products, a product delivery function. It is important to assess how perceptions of a peripheral function affect perceptions of the core purchase function that locks in revenue. In this study, we examine how the search function of an e-commerce site affects its purchase function. Further, we categorize research on function-based analysis into three progressive stages, depending on whether behavioral intention and beliefs are considered for separate functions and whether these concepts are related across functions. Based on purchase decision process, goal-oriented and experiential behaviors and task-dependency process, we hypothesize that each search construct has a direct effect on its corresponding purchase construct. A survey supports the hypotheses. An excellent search function can increase purchase intention, and ultimately contribute to the revenue of e-commerce sites.
About the Speaker
Julian has a PhD from National University of Singapore. He was originally an IT practitioner with 14 years of experience and with technical skills such as programming (J2EE, Java, JSP, ASP, Visual Basic, LotusScript for Workflow, JavaScript, JavaServlet), designing and administering database systems (Oracle, Ms SQL, DB/2, Lotus Domino) and designing network (designing TCP/IP network). He also obtained more than a dozen of IT certifications. His current research interests center on instant messaging, citizen journalism, personal digital assistant and teleconferencing technology.
