Title: Online purchasing: the role of web experience factors

Authors: Noor Akma Mohd Salleh; Norbani Che Ha; Philip J. Kitchen; Amrul Asraf Mohd-Any

Addresses: Department of Operation and Management Information System, Faculty of Business and Accountancy, University of Malaya, 50603 Kuala Lumpur, Malaysia ' Department of Marketing, Faculty of Business and Accountancy, University of Malaya, 50603 Kuala Lumpur, Malaysia ' Salford Business School, University of Salford, Lady Hale Building, Salford M5 4WT, UK; ESC Rennes School of Business, Rennes 35000, France ' Department of Marketing, Faculty of Business and Accountancy, University of Malaya, 50603 Kuala Lumpur, Malaysia

Abstract: 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.

Keywords: online purchasing; consumer behaviour; web experience; electronic commerce.

DOI: 10.1504/IJEMR.2019.100701

International Journal of Electronic Marketing and Retailing, 2019 Vol.10 No.3, pp.260 - 282

Received: 08 Mar 2017
Accepted: 03 Aug 2017
Published online: 07 Jul 2019 *

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