As the authors note the study utilizes more reflective constructs rather than formative (Hsu et al., 140). KBCP is measured through ease of navigation of the KB and other similar questions. SSE refers to the problem solving experiences of customers through independent use. PA is operationalized as “possible factors for customers to select a certain brand” (Hsu et al., 140). The other dependent variable PI is measured through would you buy this brand?
The problem of purchase intention is complex and it is not possible to capture the variability within the construct with a single question. Additionally consideration should be given to directly measure the value received from prior experience with the product or service. While there seems to be a tacit acceptance of this variable its omission from the model limits the explicative power of the model. It is reasonable to assume that self-efficacy is correlated to the prior experiences of a customer so the omission of this variable ignores a critical theoretical lynch from being tested.
The researcher may have ignored this element because of the problems that may result from multicollinearity (Kerlinger, & Lee 2000). It is very difficult to adequately measure prior experiences and not capture some of the variance represented by some of the other constructs in the model. While self-efficacy is linked to the KB and KM systems, at the core of self-efficacy is prior experience with the product or similar products.
The study utilized students from a major university it is challenging to see this sample being representative of the consumer population. Technology is consumed by a wider cross section of persons; the study notably omits seniors from the analysis. Senior are an important demographic in the consideration of the use of online products and services. The study provided adequate data relating to reliability coefficients (Reliability 2012). The concern would be for construct validity and there was not data pertaining to either divergent or convergent validity (Trochim 2005).
This study is a very useful addition to the existing literature on the subject. While the researchers noted that it is only exploratory it does attempt to provide support for existing theoretical foundations of customer behavior. The limitations of the study however mean that additional research is required that attempts to capture the constructs in a formative manner. The sample design should be modified to include a random sample of the general users of online resources. The new study could consider a systematic or stratified design for this to be accomplished.
Hsu, S., Balasubramanian, S., Thakur, R., & Kulviwat, S.. (2011). Knowledge-base and online self-service. Journal of Electronic Commerce Research, 12(2), 133-151.
Kerlinger, F.N. & Lee, H.B. (2000). Foundations of Behavioral Research. London:
Reliability and Item Analysis (2012). StatSoft electronic statistics text book. Retrieved from http://www.statsoft.com/textbook/reliability-and-item-analysis/
Trochim, W. (2005). Research Methods: The.