Online purchasing: the role of web experience factors

Salleh, Noor Akma Mohd and Che Ha, Norbani and Kitchen, Philip J. and Any, Amrul Asraf Mohd (2019) Online purchasing: the role of web experience factors. International Journal of Electronic Marketing and Retailing, 10 (3). pp. 260-282. ISSN 1741-1025, DOI

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This paper examines the effect of web experience factors such as usability, interactivity, trust and aesthetics derived from flow theory on purchasing intention. From 360 questionnaires distributed, 300 responses were gathered. Using logistic regression analysis, results indicate that usability, interactivity and trust are positively and significantly associated with purchasing intention whereas aesthetics is not. It seems that online retailers should adopt a targeted aesthetics approach in developing a web store depending on the type of merchandise and the markets approached. As such, retailers can lure new customers, retain existing ones and improve their attitudes toward web stores. Copyright © 2019 Inderscience Enterprises Ltd.

Item Type: Article
Uncontrolled Keywords: Consumer behaviour; Electronic commerce; Online purchasing; Web experience
Subjects: H Social Sciences > HF Commerce
Divisions: Faculty of Business and Economics
Depositing User: Ms. Juhaida Abd Rahim
Date Deposited: 23 Jan 2020 07:48
Last Modified: 23 Jan 2020 07:48

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