This research aims at understanding the effect of long tail and trust on the customer motivation behind online shopping use. For this research, existing latest research framework Extended Unified Theory of Acceptance and Use of Technology2 (UTAUT2) is used for the basic 7 constructs of the UTAUT2 framework but two additional constructs “long tail effect” and “trust” are tested to understand whether these also influence the customer motivation to choose online channels for shopping. Research was conducted in Japan for two product categories i.e. airline ticket and book. One is a physical product while other is a service product. Both “long tail effect” and “trust” were found to have significant relationship with the intention to use, however there were some differences between the two products due to their inherent product characteristics. Inclusion of both “long tail effect” and “trust” constructs to the existing research framework is proposed in this research.
Singh, Mahendra and Matsui, Yoshiki, "Effect of Long Tail and Trust on Customer Motivation behind Online Shopping Use: Comparative study between physical product and service product" (2017). PACIS 2017 Proceedings. 221.