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The impact of complexity and perceived difficulty on consumer revisit intentions

The impact of complexity and perceived difficulty on consumer revisit intentions
The impact of complexity and perceived difficulty on consumer revisit intentions
Many consumer tasks that are facilitated by technology are inherently complex. More complex tasks are generally perceived by consumers as more difficult. Complexity and perceived difficulty can impact on the consumer’s intention to revisit a website. This paper uses the Technology Acceptance Model (TAM) to directly compare the impact of both task complexity and perceived task difficulty on consumers’ revisit intentions. Data collected from 298 European consumers were analysed using structural equation modelling to address these objectives. The findings show that both complexity and perceived difficulty impact on consumers’ revisit intentions, consequently website designers and marketing managers need to evaluate both when considering consumers’ online interactions with their organisation.
Task complexity, Perceived difficulty, Technology Acceptance Model, Structural Equation Modelling
0019-8501
Reynolds, Nina
43f998c7-5bb2-4f15-a7ec-45eaec50dcb8
Ruiz de Maya, Salvador
1947f248-835d-46cb-bfd1-a6da7097291a
Reynolds, Nina
43f998c7-5bb2-4f15-a7ec-45eaec50dcb8
Ruiz de Maya, Salvador
1947f248-835d-46cb-bfd1-a6da7097291a

Reynolds, Nina and Ruiz de Maya, Salvador (2013) The impact of complexity and perceived difficulty on consumer revisit intentions. Industrial Marketing Management, 29 (5-6).

Record type: Article

Abstract

Many consumer tasks that are facilitated by technology are inherently complex. More complex tasks are generally perceived by consumers as more difficult. Complexity and perceived difficulty can impact on the consumer’s intention to revisit a website. This paper uses the Technology Acceptance Model (TAM) to directly compare the impact of both task complexity and perceived task difficulty on consumers’ revisit intentions. Data collected from 298 European consumers were analysed using structural equation modelling to address these objectives. The findings show that both complexity and perceived difficulty impact on consumers’ revisit intentions, consequently website designers and marketing managers need to evaluate both when considering consumers’ online interactions with their organisation.

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More information

Accepted/In Press date: 2013
Keywords: Task complexity, Perceived difficulty, Technology Acceptance Model, Structural Equation Modelling
Organisations: Centre for Relational Leadership & Change

Identifiers

Local EPrints ID: 347125
URI: https://eprints.soton.ac.uk/id/eprint/347125
ISSN: 0019-8501
PURE UUID: 863d38f0-2e4c-455a-9f9d-036be2855a21

Catalogue record

Date deposited: 17 Jan 2013 09:45
Last modified: 18 Jul 2017 04:59

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