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International

Academic Journal of

Accounting

and

Financial Management International Academic Journal of Accounting and Financial

Management

Vol. 2, No. 12, 2015, pp. 1-18.

ISSN 2454-2350

1

www.iaiest.com

International Academic Institute for Science and Technology

A study on effect of internet and quasi-internet services on

behavioral consequences of consumer (case study:

MCI Communications Corp. in Sari)

Amir Ebrahim Pour Azad Bania, Ali Mahdi zadeh Ashrafi

b*

aMsc student, management, Islamic Azad University, Firoozkooh branch, Firoozkooh, Iran

bAssistant professor, Islamic Azad University, Firoozkooh branch, Firoozkooh, Iran

*corresponding Author

Abstract

The present research intends to examine effect of internet and quasi-internet services on behavioral

consequences of consumer in MCI Communications Corp. in Sari. In doing so, 192 customers who

referred to this corporation were considered as sample group. E-commerce and consumer’s behavior

researcher-made questionnaire was used to collect data. Validity of questionnaire was confirmed using

validity of judgment by the professors and the reliability was obtained via Cronbach's alpha coefficient

(0.84). data analysis was made using Kolmogorov–Smirnov test, Binominal Test, Friedman ANOVA,

chi-square test; value of variables was determined using Chvprvf Friedman test via software SPSS-20.

Results indicated that all the factors related to internet and quasi-internet services affect behavioral

consequences of consumer except for the second, third, eighth and ninth secondary hypotheses.

Keywords: e-commerce, consumer’s behavior, consumer’s satisfaction, consumer’s loyalty,

consumer’s trust

Introduction:

In today’s world, abundant advantages of e-commerce have caused paying attention to e-commerce as a

strategy in developing and developed countries. With regard to numerous developments which have

occurred in business in different forms, this has conducted the business to be electronic. In recent years,

applications of computer have changed the individuals’ lifestyle severely by creating easier transactions.

Internet which has been regarded as one of the most important applications of computer at modern age

has changed how to conduct the social interactions and business transactions by removal of national

International Academic Journal of Accounting and Financial Management,

Vol. 2, No. 12, pp. 1-18.

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borders and supply of 24 hours services to the individuals across the world. E-commerce proliferates the

process of world trade by removal of the barriers to international trade. Increasing expansion of e-

commerce volume across the world, use of e-commerce in the economic enterprises and acceptance of e-

commerce by the consumers indicate potential advantages of e-commerce in economic and commercial

areas. In internet market, there is this challenge to traditional market that the business organization faces

more competitors and less customer loyalty, thus acquisition of customer trust, satisfaction and retention

are of great importance in e-commerce (Elahi, Hamdan, Hassan zadeh, 2007). Success of any firm

depends on its adjustment with environment. Customers are the main elements for the firms, thus

understanding their behavior is of great importance. The secrete in survival of firms lies on this fact that

they adapt their products with consumers’ needs and have active reaction well suited with changes in

dynamic environment. E-commerce has been regarded as one of the most important issues emerged in

today’s world that has been drawn into attention by organizations, researchers and scholars. Area of e-

commerce is much extensive, including different operations such as home banking, stock purchase, Home

Shopping, tenders, collaboration and other services (Turban, 2005). Development of studies on consumer

behavior is as the result of movement of philosophy of marketing from product production to sale and

marketing (Levitt, 1960). Previous researchers have indicated needing to change of market orientation to

include customers’ outlooks (Chen, 2005). Narver & Aslyter(1990) have defined market orientation as the

culture governing an organization which results in supply of the most effective behavioral pattern and

method to create added value for the customers and creation of superior performance for the considered

trade. This orientation to customer’s outlook increases non-monetary value of services and goods;

according to Taylor(1961), the term “value” refers to customer’s preferences which this value is acquired

empirically and rationally(Holbrook & Hirshman1982, Zeithmal, 1988); this value is often considered as

performing customer-oriented outlook in market(Weinstein & Pohlman) or creating a basis to create

positive performance at market(Woodruffdtal, 1993). In today’s world, having a proper understanding of

consumers’ behavior and consumption process has numerous advantages. In this study, a comparative

study has been conducted to examine effect of internet and quasi-internet services on behavioral

consequences of consumer.

Review of theoretical background and literature review

Definitions for e-commerce from different perspectives

From communication perspective, e-commerce, delivery of information, products, services or payments

come to realize through phone lines, computer networks or electronic devices.

From commercial perspective, e-commerce refers to a means that enables different businesses, brokers

and their customers to improve the issues such as quality of services, speed at delivery of services and so

forth and reduce the issues such as costs.

From business perspective: e-commerce refers to use of technology to automate the exchange of business

and workflow (Verill & vitell, 2001).

From service perspective: e-commerce refers to a means which supports the demands of governments,

firms, consumers and directors to reduce costs for supply of services in line with improvement of quality

of services and products and increase of speed at delivery of services.

From educational perspective: e-commerce provides necessary conditions for e-learning at schools,

universities and other organizations including business organizations.


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From perspective of information technology: e-commerce is called to a series of applications of

information technology which have been developed as a system to support and progress work flow and

commercial transactions.

From perspective of society: e-commerce provides a place for the individuals of a society in which they

are trained, attended and interacted with each other (Hanafi zadeh & Rezaei, 2010).

Subjective norm and acceptance of e-commerce

Subjective norm implies a person’s belief in thought and outlook of reference individuals about engaging

in a specific behavior. Subjective norm refers to the person’s motivation to follow outlooks of reference

individuals about engaging in a specific behavior (Volk, 2001). Most of studies in psychology clarify that

subjective norm is a determinant for perceived utility and behavioral intention. Theory of Justified Action

says that subjective norm and attitude are the determinants for behavioral intention. Rogers' diffusion of

innovations theory (2003) indicates that subjective norm and inter-personal communication networks play

a major role in decision for innovation selection. Therefore, it can say that subjective norm has a positive

relationship with perceived utility, attitude to use and intention to reuse B2C e-commerce website (Kim &

et al, 2009).

Limitations and barriers of e-commerce of e-commerce

E-commerce limitations can be classified to two technical and non-technical categories. With regard to

the study by CommerceNet organization (2000), ten major barriers to e-commerce in U.S include

security, confidentiality and risk, lack of trained staffs, lack of business models, cultural factors, lack of

general infrastructures, organizations, fraud, speeding down the Internet, and legal factors. At

international arena, the major barriers include cultural factors, organizations, B2B mediators, barriers to

international business and lack of standards (Hanafizadeh& rezai, 2010).

Technical limitations of e-commerce

-Lack of security, reliability of standards and some communication protocols are still visible.

- There is not enough communication bandwidth especially for mobile business.

- Integration of Internet and software for e-commerce with some of databases and applications is difficult.

- The sellers might need specific web servers and other infrastructures in addition to network servers.

-access to internet is expensive and troublesome

The e-commerce software might not adapt with some software and operating systems. Here, it should be

noted that technical limitations diminish by the passage of time, which it can reduce its effects by a proper

planning (Hanafizadeh& rezai, 2010).

Non-technical limitations of e-commerce

Most of non-technical limitations which suppress expansion of e-commerce are as follow based on the

research by Internet Week (1998). The cost for domestic development of e-commerce has been high

which lack of skill and experience might result in the delays; further there are numerous opportunities for

outsourcing but where and how this comes to realize is not simple. In addition, justifying system

investment due to intangible benefits is hard. E-commerce industry is hard and time-consuming task to


Vol. 2, No. 12, pp. 1-18.

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convince the customers about security and privacy of their exchanges. Customers have no trust on

unknown seller and electronic transactions. For this, trajectory of physical sellers to virtual stores is

tough. Some customers desire to touch their required items. Some governmental and international rules

intensify the limitation of e-commerce. Some legal issues have remained unresolved and governmental

rules and standards have not been defined for most of conditions. Measurement of most of advantages of

e-commerce such as marketing is tough, for which there are no suitable methodologies. There are not

sufficient backup services, e.g. there are not Intellectual Property Rights Coordination Centers for e-

commerce exchanges. Investment acquisition is tough at a time when many Internet companies have

failed. E-commerce as a field and area is still evolving in which there are many changes ahead. In most

applications, there are not sufficient buyers and sellers to do profitable e-commerce operations. Internet

fraud has increased. E-commerce could lead to the collapse of human relationships (Hanafizadeh&rezai,

2010). Despite these limitations, e-commerce has keeping increasing, e.g. the number of individuals who

have involved in purchase and sale of stock via electronic system has reached from 300000 persons in

1996 to about 25 million persons in 2002. In southern Korea, about 60% of the exchanges in stock

market have been made in internet, which this has been about 2% in 1998(Korean times, 2004). Further,

the number of sellers of securities in internet have reached form 7.76 million in 2002 to 122.3 million in

2004(Hanafizadeh & rezai, 2010).

The consumers’ communication behavior in digital environment

Currently, use of related behaviors to achieve further effectiveness in decision makings, reduction of data

processing costs, access to further recognition in favor of consumers’ decisions and reduction of risk

related to selection have been mentioned as the consumers’ tendencies at digital environment. After

several successful exchanges, consumers will trust on suppliers of services and goods. When their trust on

the services and goods increased, they know how the virtual firms will enable to meet their needs. Digital

environment assists the consumers to spend little time for making decision by providing extensive

selection, evaluating information and comparing goods. This environment provides comparative and

evaluated information which might reduce the cost for search of information and effort for purchase

decision. However, internet consumers are in interaction with computer systems failed to touch the real

good, they can make decision using the information provided by means of digital stores(Wind Jerry,

Vihay Mahajan,2006). Therefore, discussion on major related factors in purchase behavior of consumers

at e-commerce environment requires emphasis on availability of information. Success in digital purchase

associates to the ability to use information to predict and meet the consumers’ needs. The major need to

persuade consumer to internet purchase implies reduction of cost for search of information and increase

of predictability (Zaltman, 2003). There are many benefits for the consumer at digital environment,

including saving time, increase convenience and reducing risk. With regard to the studies, quality of

information and quality of consumers’ communication affect consumers’ satisfaction with information.

The information provided by digital stores is divided into the information on goods and services. The

information on goods includes the signs of goods, recommendation to the consumers and representation

of evaluation reports. Information on services includes information on members, accountability methods,

representation of information on delivery and order of goods and advertisements.

Concept of consumer’s behavior

The definitions below have been proposed in the articles in the context of consumer.


Vol. 2, No. 12, pp. 1-18.

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Berkman and Gilson: consumer’s behavior refers to the activities in which the individuals involve in real

or potential use of several items of market, including goods, services, ideas and the environment of the

shopping centers.

Weekly and Simon: consumer’s behavior refers to physical, sensational and mental activities that the

individuals involve in them in their selection, purchase, use and removal of goods and services to meet

their needs and demands. Hawkins has known the consumer as a decision making unit (individuals,

family, household or firm) which collects and processes data consciously or unconsciously in the light of

the existing situation and takes action to achieve satisfaction and improvement in lifestyle. Moon has

defined consumer’s behavior as the study of purchase units and the exchange processes included in

purchase, consumption and removal of goods, services and ideas (Samadi, 2004).

Customer satisfaction

Customer satisfaction has been regarded as the most important issue for the firms, because it is believed

that level of customer satisfaction affects their purchase pattern (cho, namajae, park, angyak, 2001).

Japanese firms believe that the customer is king and his satisfaction is in priority (Gordon, R. foxall &

Ronald E. goldsmit, 1994).customers develop major capital and resources of the firm (Welling, patricia,

1995). Customer satisfaction paves the way to achieve the goals at market such as increase of profit and

market share as well as improvement of quality. Customer satisfaction model includes four stages which

are intertwined with each other such a chain, performed to meet customer satisfaction constantly and

regularly ; this model includes detection of customer, detection of customers’ needs and expectations,

evaluation of customer’s impression, action and enforcement of program(Weits, Bartan et al). The

customer must not be considered as a system, but proper prices and items must be provided to satisfy the

customer (Roderick, 1996). Lin, chiaechin(2003) in a research evaluated the customer satisfaction in an e-

commerce. The result from this research indicates that quality of services refers to a method to determine

competitive advantage through customer satisfaction in e-commerce. In addition, customer relationship is

of great importance required for customer retention in e-commerce environment.

Customer loyalty

There is this challenge in internet market than traditional market that the commercial organization faces

more competitors, prevailed with less customer loyalty. Hence, in e-commerce, customer retention is a

tough issue for a commercial organization (castro, carmenbarroso, 2007). In purchase decision making

process, the customer is under influence of a series of internal factors, not leading to rational or economic

selection of customer. One of these factors lies on customer loyalty or trust to purchase of one trademark.

Repetition on purchase of a trademark is called loyalty. In other words, customer loyalty refers to

customer’s desire to have repetition on a specific website for purchase of a specific product (Guptaa, alok,

zipping, 2004). Favorable attitude and repetition on purchase are the attributes of customer loyalty

(castro,carmenbarroso,merrilees,bill,fenech,tino, 2007). The most important action to create loyalty to

product or trademark refers to the creation of customer relationship, i.e. a loyal person remains loyal to a

trademark in case he has a close relationship with it (Zikmund,Michael, 2011).

Trust

Trust and commitment are the important elements in the relationship between supplier and purchaser.

Trust implies having trust to reliability of a person or system based on the obtained results such that the

trust appears as the belief in another person (scrolling, 2011). In recent years, trust is of great importance.

To virtual organization, trust has been regarded as the most important issue centered as the management


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preferences. Virtual organization develops from the individuals who are not in a direct relationship with

each other, but their communications are made through phone and use of information technology; as a

result, trust is the most important issue for the managers in virtual organization through which

management activities are facilitated. Virtual relationship of the partners with each other requires high

trust, because they must cooperate with each other and make the relationship between organization and

customers. This trust raises convergence among the individuals inside and outside the organization

(bignal, mahbubur& Bengal, 2011). The closer the customer trust to firm, mutual trust and customer

satisfaction will increase (Barnes, 2001). Numerous studies indicate that there is a positive direct

relationship between trust and e-purchase decision making (chang,yong-sheng, 2006). Trust affects

attitude and risk taking, whereby the more trust, the more possibility for e-purchase (Shirkhani, 2006).

Conceptual model of research

With regard to the literature review in this article, satisfaction has been regarded as one of the

components of consumer behavior ; consumer satisfaction leads to making relationship between customer

and firm, mentioned as the most important component. On the other hand, use of e-commerce services is

of great importance because of virtual trust, thus the relationship between trust and use of e-commerce

services must be examined. Further, consumer loyalty refers to the relationship between firm and

consumer in which the consumer gest partner with the firm and protects it. To sum up, this component is

of great importance in use of e-commerce services. The research model was designed in figure 1 as

follow.

Figure 1-conceptual model of research

Research hypotheses

Major hypothesis

E-commerce services in MCI Communications Corp. in Sari affect behavioral consequences of consumer.

The secondary hypotheses


Vol. 2, No. 12, pp. 1-18.

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Website services of MCI Communications Corp. in Sari affect consumer satisfaction.

Website services of MCI Communications Corp. in Sari affect consumer loyalty.

Website services of MCI Communications Corp. in Sari affect consumer trust.

Mobile services of MCI Communications Corp. in Sari affect consumer satisfaction.

Mobile services of MCI Communications Corp. in Sari affect consumer loyalty.

Mobile services of MCI Communications Corp. in Sari affect consumer trust.

ATM services of MCI Communications Corp. in Sari affect consumer satisfaction.

ATM services of MCI Communications Corp. in Sari affect consumer loyalty.

ATM services of MCI Communications Corp. in Sari affect consumer trust.

Research method

This research is an applied research in sake of aim and a non-experimental research in sake of method. In

this research, chi-square test and Chvprvf Friedman test have been used to test hypotheses concerning an

investigation into effect of effect of internet and quasi-internet services on behavioral consequences of

consumer. The field data were collected via questionnaire.

Statistical population and sample group

In this regards, the statistical population consists of the individuals in Sari used internet and quasi-internet

services of MCI Communications Corp.

Sampling method

In the present research, convenient sampling method has been used regarding nature of research subject

and the statistical population under study. The stages below have been considered for attendance of the

statistical population in the research.

a- selection of participants via convenient method

b- distribution of questionnaires among selected members

Sample group

The sample group (192) has been selected via non-experimental sampling method via Cochran formula.

192 customers were selected as the sample group due to unknown population. After doing the preliminary

questionnaire and resolving its deficiencies, 192 questionnaires were distributed among the customers.

Validity of questionnaire

The questionnaire used in the research has been organized based on literature review and study of several

questionnaires in similar studies; in addition, points of view of three professors were asked and as a result

validity of the questionnaire was confirmed. Measurement of validity of questionnaire is targeted in

acquiring the consistent results under the same conditions. In the present research, Cronbach's alpha

coefficient (0.84) has been used to measure the reliability of scales; since Cronbach's alpha coefficient is

greater than 0.7, the questionnaire is valid.

Analysis of research data

To measure demographic status of sample group, three questions were raised. With regard to the obtained

demographic information, concerning distribution of respondents in sake of gender status, 30.5% and

69.5% of the participants have been female and male, respectively. Concerning age status, 30.7%, 28.6%,

19.3% and 21.4% of the individuals have been at the age group 20, 20-25, and 30-35 years old,


Vol. 2, No. 12, pp. 1-18.

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respectively. Concerning education status, 32.8%, 38.3%, 19%, 9.9% had associate degree, bachelor

degree, master degree and PhD, respectively.

Studying research hypotheses

Studying the major research hypothesis

E-commerce services in MCI Communications Corp. in Sari affect behavioral consequences of consumer.

H0: E-commerce services in MCI Communications Corp. in Sari do not affect behavioral consequences

of consumer.

H1: E-commerce services in MCI Communications Corp. in Sari affect behavioral consequences of

consumer.

Binominal Test

Table 1. Binominal Test for the major hypothesis

Binomial Test

Category N Observed

Prop.

Test Prop. Asymp. Sig. (1-

tailed)

behavioral

consequen

ces of

consumer

Group

1

<= 3 54 .28 60. .019a

Group

2

> 3 138 .72

Total 192 1.00

Since sig is under 0.05 and assumed ration of test (0.60) is greater than the observed ratio (0.28), null

hypothesis is rejected and alternative hypothesis is confirmed. This implies that e-commerce services in

MCI Communications Corp. in Sari affect behavioral consequences of consumer.

Friedman ANOVA: results from this table are used to calculate Chvprvf coefficient.

Table 2. The calculations of Friedman ANOVA (respondents to major hypothesis questions

questions Response items

Row No Very low low Average High Very

high

1 19 28 20 51 43 50

2 20 35 26 52 38 41

3 21 41 52 35 26 38

4 22 52 34 38 35 33

5 23 21 35 39 55 42

6 24 20 25 71 39 37

7 25 38 36 47 38 33

8 26 22 41 30 49 50


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Sum 1536 257 269 363 323 324

Chi-square test

Using results from Friedman ANOVA, results from analysis of this questionnaire has been obtained as

follow:

With regard to table 2 and sig which has been under 0.05, it can say that e-commerce services in MCI

Communications Corp. in Sari affect behavioral consequences of consumer.

Table 3. Calculations of chi-square test for major hypothesis

Calculation of correlation coefficient of variables

using Chvprvf coefficient:

Positive p-value indicates effect of e-commerce services in MCI Communications Corp. in Sari on

behavioral consequences of consumer with the correlation coefficient (0.47).

Studying the first secondary research hypothesis

Website services of MCI Communications Corp. in Sari affect consumer satisfaction.

H0: Website services of MCI Communications Corp. in Sari do not affect consumer satisfaction.

H1: Website services of MCI Communications Corp. in Sari affect consumer satisfaction.

Binominal Test

Table 4. Binominal Test for the first secondary research hypothesis

Binomial Test

Category N Observed

Prop.


tailed)

consumer

satisfaction

Group

1

<= 3 53 .28 60. .022a

Group

2

> 3 139 .72

Total 192 1.00


hypothesis is rejected and alternative hypothesis is confirmed. This implies that Website services of

MCI Communications Corp. in Sari affect consumer satisfaction.


Table 5. The calculations of Friedman ANOVA (respondents to first secondary research hypothesis

questions)


Major

variable

000/689a

Freedom degree 4

Sig 032/0


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10

Row No Very low low Average High Very high

1 15 29 33 52 49 29

2 16 31 52 48 29 32

3 17 28 32 62 32 37

4 18 19 39 33 52 49

Sum 767 107 156 195 162 147

Chi-square test


follow:

With regard to table 5 and sig which has been under 0.05, it can say that Website services of


Table 6. Calculations of chi-square test for first secondary research hypothesis

Major

variable

000/722 a

Freedom degree 4

Sig 028/0

Calculation of correlation coefficient of variables using Chvprvf coefficient:

Positive p-value indicates effect of Website services of MCI Communications Corp. in Sari on consumer

satisfaction with the correlation coefficient (0.69).

Studying the second secondary research hypothesis

Website services of MCI Communications Corp. in Sari affect consumer loyalty.

H0: Website services of MCI Communications Corp. in Sari do not affect consumer loyalty.

H1: Website services of MCI Communications Corp. in Sari affect consumer loyalty.

Binominal Test

Table 7. Binominal Test for the second secondary research hypothesis

Binomial Test

Category N Observed

Prop.


tailed)

consumer

loyalty

Group

1

<= 3 119 .62 60. .062a

Group

2

> 3 73 .38

Total 192 1.00


Vol. 2, No. 12, pp. 1-18.

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Since sig is greater than 0.05 and assumed ration of test (0.60) is less than the observed ratio (0.62), null

hypothesis is confirmed and alternative hypothesis is rejected. This implies that Website services of

MCI Communications Corp. in Sari affect consumer loyalty.

Studying the third secondary research hypothesis

Website services of MCI Communications Corp. in Sari affect consumer trust.

H0: Website services of MCI Communications Corp. in Sari do not affect consumer trust.

H1: Website services of MCI Communications Corp. in Sari affect consumer trust.

Binominal Test

Table 8. Binominal Test for the third secondary research hypothesis

Binomial Test

Category N Observed

Prop.


tailed)

consumer

trust

Group

1

<= 3 138 .72 60. .068a

Group

2

> 3 54 .28

Total 192 1.00

Since sig is less than 0.05 and assumed ration of test (0.60) is greater than the observed ratio (0.72), null

hypothesis is confirmed and alternative hypothesis is rejected. This implies that Website services of

MCI Communications Corp. in Sari affect consumer trust.

Studying the fourth secondary research hypothesis

Mobile services of MCI Communications Corp. in Sari affect consumer satisfaction.

H0: Mobile services of MCI Communications Corp. in Sari do not affect consumer satisfaction.

H1: Mobile services of MCI Communications Corp. in Sari affect consumer satisfaction.

Binominal Test

Table 9. Binominal Test for the fourth secondary research hypothesis

Binomial Test

Category N Observed

Prop.


tailed)

consumer

satisfaction

Group

1

<= 3 87 .45 60. .038a

Group

2

> 3 105 .55

Total 192 1.00


hypothesis is rejected and alternative hypothesis is confirmed. This implies that Mobile services of




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Table 10. The calculations of Friedman ANOVA (respondents to fourth secondary research

hypothesis questions)



1 1 39 20 45 49 39

2 2 35 32 48 31 46

3 3 28 33 62 32 37

4 4 34 37 40 42 39

5 5 19 53 37 24 59

Sum 960 155 175 232 178 220

Chi-square test


follow:

With regard to table 10 and sig which has been under 0.05, it can say that Mobile services of


Table 11. Calculations of chi-square test for fourth secondary research hypothesis

Major

variable

000/722 a

Freedom degree 4

Sig 026/0


Positive p-value indicates effect of Mobile services of MCI Communications Corp. in Sari on consumer


Studying the fifth secondary research hypothesis

Mobile services of MCI Communications Corp. in Sari affect consumer loyalty.

H0: Mobile services of MCI Communications Corp. in Sari do not affect consumer loyalty.

H1: Mobile services of MCI Communications Corp. in Sari affect consumer loyalty.

Binominal Test

Table 12. Binominal Test for the fifth secondary research hypothesis

Binomial Test

Category N Observed

Prop.


tailed)

consumer

loyalty

Group

1

<= 3 73 .38 60. .028a

Group > 3 119 .62


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2

Total 192 1.00





Table 13. The calculations of Friedman ANOVA (respondents to fifth secondary research




1 6 39 40 45 51 49

2 7 45 22 58 33 66

3 8 15 23 72 52 30

Sum 640 99 85 175 136 145

Chi-square test


follow:



Table 14. Calculations of chi-square test for fifth secondary research hypothesis

Major

variable

000/682 a

Freedom degree 4

Sig 029/0



loyalty with the correlation coefficient (0.72).

Studying the sixth secondary research hypothesis

Mobile services of MCI Communications Corp. in Sari affect consumer trust.

H0: Mobile services of MCI Communications Corp. in Sari do not affect consumer trust.

H1: Mobile services of MCI Communications Corp. in Sari affect consumer trust.

Binominal Test

Table 15. Binominal Test for the sixth secondary research hypothesis

Binomial Test

Category N Observed Test Prop. Asymp. Sig. (1-


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Prop. tailed)

consumer

trust

Group

1

<= 3 87 .45 60. .038a

Group

2

> 3 105 .55

Total 192 1.00





Table 16. The calculations of Friedman ANOVA (respondents to sixth secondary research




1 9 39 20 45 39 49

2 10 39 32 48 27 46

3 11 18 33 54 50 37

Sum 576 96 85 147 116 132

Chi-square test


follow:



Table 17. Calculations of chi-square test for sixth secondary research hypothesis

Major

variable

000/692 a

Freedom degree 4

Sig 030/0



trust with the correlation coefficient (0.77).

Studying the seventh secondary research hypothesis

ATM services of MCI Communications Corp. in Sari affect consumer satisfaction.

H0: ATM services of MCI Communications Corp. in Sari do not affect consumer satisfaction.

H1: ATM services of MCI Communications Corp. in Sari affect consumer satisfaction.


Vol. 2, No. 12, pp. 1-18.

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Binominal Test

Table 18. Binominal Test for the seventh secondary research hypothesis

Binomial Test

Category N Observed

Prop.


tailed)

consumer

satisfaction

Group

1

<= 3 38 .19 60. .010a

Group

2

> 3 154 .81

Total 192 1.00


hypothesis is rejected and alternative hypothesis is confirmed. This implies that ATM services of



Table 19. The calculations of Friedman ANOVA (respondents to seventh secondary research




1 12 39 20 45 49 39

2 13 35 32 48 31 46

3 14 28 33 62 32 37

Sum 536 102 85 155 112 122

Chi-square test


follow:

With regard to table 19 and sig which has been under 0.05, it can say that ATM services of


Table 20. Calculations of chi-square test for seventh secondary research hypothesis

Major

variable

000/814 a

Freedom degree 4

Sig 013/0



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Positive p-value indicates effect of ATM services of MCI Communications Corp. in Sari on consumer


Studying the eighth secondary research hypothesis

ATM services of MCI Communications Corp. in Sari affect consumer loyalty.

H0: ATM services of MCI Communications Corp. in Sari do not affect consumer loyalty.

H1: ATM services of MCI Communications Corp. in Sari affect consumer loyalty.

Binominal Test

Table 21. Binominal Test for the eighth secondary research hypothesis

Binomial Test

Category N Observed

Prop.


tailed)

consumer

loyalty

Group 1 <= 3 132 .68 60. .078a

Group 2 > 3 60 .32

Total 192 1.00


hypothesis is rejected and alternative hypothesis is confirmed. This implies that ATM services of


Studying the ninth secondary research hypothesis

ATM services of MCI Communications Corp. in Sari affect consumer trust.

H0: ATM services of MCI Communications Corp. in Sari do not affect consumer trust.

H1: ATM services of MCI Communications Corp. in Sari affect consumer trust.

Binominal Test

Table 24. Binominal Test for the ninth secondary research hypothesis

Binomial Test

Category N Observed

Prop.


tailed)

consumer

trust

Group

1

<= 3 124 .64 60. .071a

Group

2

> 3 68 .36

Total 192 1.00


hypothesis is confirmed and alternative hypothesis is rejected. This implies that ATM services of

MCI Communications Corp. in Sari do not affect consumer trust.

Conclusion and suggestions

The present research was conducted to expand research on study on effect of internet and quasi-internet

services on consumer’s behavioral consequences via Friedman ANOVA, chi-square and Chvprvf

coefficient to achieve the reactions and future of consumer’s behavior in internet and quasi-internet

purchase. Results from research were examined via Shan and Yanji model (2006) so as to display


Vol. 2, No. 12, pp. 1-18.

17

behavioral consequences of consumer in internet and quasi-internet services of MCI Communications

Corp. in Sari. Results indicated that all the related factors and variables of e-commerce services affect

behavioral consequences of consumer except the second, third, eighth and ninth secondary hypotheses.

The researchers are suggested to conduct a research with the same title in other firms and compare its

results with the present research so as to know whether a significant relationship exists between internet

and quasi-internet services and behavioral consequences of consumer or not. Other researchers are

suggested to compare e-commerce with one of the related factors of consumer behavior such as

satisfaction, trust, loyalty so as to discover the commonalities and differences with this research. Other

researchers are suggested to compare other combined models of e-commerce and behavioral

consequences of consumer with the model used in this research. Other researchers are suggested to

conduct this research in next studies via a comparative approach between two other firms so as to know

what result comes from the relationship between internet and quasi-internet services and behavioral

consequences of consumer. The researchers are suggested to propose the mediating variable such as

gender or education with the mediating role in the research with the same title so as to compare it with

this research.

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