15
associated
with
online
channel
(Srisuwan
&
Barnes,
2007).
Many
consumers
choose
to go and switch to online channel because they feel that the content and the
navigation
in
online
content
are
easy
to
use.
To
customers,
a
good
structure
and
layout
of
the
website
are
more
convenient
to
them
when
they
are
searching
and
getting
the
information
from
it.
Montoya-Weiss, Voss,
&
Grewal
(2003)
stated
that
navigation structure that
is
easy
to
use
would
bring
positive
perception of
online
channel service quality.
However,
the ease of
use
might differ
from one consumer
to
another.
Therefore, some
consumers
might
still
choose
the
offline
channel over
the
online
channel.
In
newspapers
case,
there
might
be
some
people
that
is
still
not
familiar with e-paper and find the printed newspapers are still more easy to use.
2.4.3 Perceived Usefulness
Perceived
usefulness
according
to
Davis et
al (1989)
refers to
the perspective user’s
subjective likelihood
that
the
use
of
a
certain
application
will
increase
his
or
her
performance. In
the
other word,
perceived
usefulness can
predict
the
attitude
toward
using
the technology. In attitude toward
using an online channel, perceived
usefulness
might be
a
positive
factor
that
affects
it.
It
is
because to
be
able
to
use
an
online
channel, consumer
has
to perceived the
usefulness that
the technology
is
the one
who
bring the online channel up and find that the use of online channel is effective.
2.4.4 Enjoyment
The
hedonic
aspect
of
shopping
has
been
concluded and
examined
as
excitement,
arousal,
joy,
festivity,
escapism,
fantasy,
and
adventure
(Pookulangara et
al.,
2011).
The consumer
need of
fun
and pleasure can be satisfied by
the
interaction on
online
shopping
experience. Many
consumers enjoy
looking
information at
the digital
version rather that the offline version. It explained why some people can surf through
 |