A comprehensive model of the effects of online store image on purchase intention in an e-commerce environment

The aim of this study is to identify structural relationships between aspects of online store image and purchase intention. Responses from 211 website visitors were analyzed using structural equation modeling (SEM) to examine the research hypotheses. The results demonstrated that enjoyment and familiarity are predictors of ease-of-use and settlement performance, respectively. Settlement performance and usefulness are positively related to purchase intention. The results provide some suggestions for online store owners to help them arrange budget priorities for website design. Moreover, it is important to manage image familiarity for an online store through image-enhancing techniques, such as advertising and publicity.

[1]  F. Selnes.  Antecedents and consequences of trust and satisfaction in buyer‐seller relationships , 1998 .

[2]  Urs E. Gattiker,et al.  Computer Skills Acquisition: A Review and Future Directions for Research , 1992 .

[3]  K. Ruyter,et al.  On the relationship between store image, store satisfaction and store loyalty , 1998 .

[4]  Steven Walczak,et al.  The relationship between website quality, trust and price premiums at online auctions , 2010, Electron. Commer. Res..

[5]  P. Blau.  Exchange and Power in Social Life , 1964 .

[6]  Detmar W. Straub,et al.  Trust and TAM in Online Shopping: An Integrated Model , 2003, MIS Q..

[7]  Fred D. Davis,et al.  User Acceptance of Computer Technology: A Comparison of Two Theoretical Models , 1989 .

[8]  H. Kelley.  Personal Relationships: Their Structures and Processes , 1979 .

[9]  N. Tractinsky,et al.  What is beautiful is usable , 2000, Interact. Comput..

[10]  L. Hildebrandt.  Store image and the prediction of performance in retailing , 1988 .

[11]  D. W. Barclay,et al.  The Effects of Organizational Differences and Trust on the Effectiveness of Selling Partner Relationships , 1997 .

[12]  H. Kelley,et al.  The social psychology of groups , 1960 .

[13]  David W. Gerbing,et al.  An Updated Paradigm for Scale Development Incorporating Unidimensionality and Its Assessment , 1988 .

[14]  William C. Schmidt,et al.  World-Wide Web survey research: Benefits, potential problems, and solutions , 1997 .

[15]  Heshan Sun,et al.  Causal Relationships between Perceived Enjoyment and Perceived Ease of Use: An Alternative Approach , 2006, J. Assoc. Inf. Syst..

[16]  C. Ranganathan,et al.  Key dimensions of business-to-consumer web sites , 2002, Inf. Manag..

[17]  Paul A. Pavlou,et al.  Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model , 2003, Int. J. Electron. Commer..

[18]  Charles J. Kacmar,et al.  The impact of initial consumer trust on intentions to transact with a web site: a trust building model , 2002, J. Strateg. Inf. Syst..

[19]  M. Dertouzos,et al.  Made in America: Regaining the Productive Edge , 1989 .

[20]  Viswanath Venkatesh,et al.  Creation of Favorable User Perceptions: Exploring the Role of Intrinsic Motivation , 1999, MIS Q..

[21]  Rick Kazman,et al.  Investigating antecedents of technology acceptance of initial eCRM users beyond generation X and the role of self-construal , 2007, Electron. Commer. Res..

[22]  Gordon C. Bruner,et al.  Explaining consumer acceptance of handheld Internet devices , 2005 .

[23]  A. Fiore,et al.  For fun and profit: Hedonic value from image interactivity and responses toward an online store , 2005 .

[24]  M. Spence.  Job Market Signaling , 1973 .

[25]  Shankar Ganesan.  Determinants of Long-Term Orientation in Buyer-Seller Relationships , 1994 .

[26]  Hsi-Peng Lu,et al.  Factors affecting purchase intention on mobile shopping web sites , 2009, Internet Res..

[27]  Maria L. Cronley,et al.  Consumer Inference: A Review of Processes, Bases, and Judgment Contexts , 2004 .

[28]  F. Fukuyama.  Trust: The Social Virtues and the Creation of Prosperity Penguin London , 1995 .

[29]  Christine T. Kydd,et al.  Individual characteristics associated with World Wide Web use: an empirical study of playfulness and motivation , 1997, DATB.

[30]  J. Scott Armstrong,et al.  Estimating nonresponse bias in mail surveys. , 1977 .

[31]  M. Culnan,et al.  Information Privacy Concerns, Procedural Fairness, and Impersonal Trust: An Empirical Investigation , 1999 .

[32]  Hans van der Heijden,et al.  User Acceptance of Hedonic Information Systems , 2004, MIS Q..

[33]  Mun Y. Yi,et al.  Predicting the use of web-based information systems: self-efficacy, enjoyment, learning goal orientation, and the technology acceptance model , 2003, Int. J. Hum. Comput. Stud..

[34]  Minjoon Jun,et al.  Consumer Perception of E-Service Quality: From Internet Purchaser and Non-Purchaser Perspectives , 1970, Journal of Business Strategies.

[35]  Tibert Verhagen,et al.  Online purchase intentions: A multi-channel store image perspective , 2009, Inf. Manag..

[36]  F. Reichheld,et al.  E-LOYALTY: YOUR SECRET WEAPON ON THE WEB , 2003 .

[37]  P. Korgaonkar.  A Multivariate Analysis of Web Usage , 1999 .

[38]  Paul H. P. Yeow,et al.  Crucial web usability factors of 36 industries for students: a large-scale empirical study , 2011, Electron. Commer. Res..

[39]  R. Laczniak,et al.  Consumer adoption of the Internet: The case of apparel shopping , 2003 .

[40]  Jin Baek Kim,et al.  An empirical study on consumer first purchase intention in online shopping: integrating initial trust and TAM , 2012, Electronic Commerce Research.

[41]  Viswanath Venkatesh,et al.  Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model , 2000, Inf. Syst. Res..

[42]  Gilbert A. Churchill.  A Paradigm for Developing Better Measures of Marketing Constructs , 1979 .

[43]  Stephen S. Standifird.  Reputation and e-commerce: eBay auctions and the asymmetrical impact of positive and negative ratings , 2001 .

[44]  C. Fornell,et al.  Evaluating structural equation models with unobservable variables and measurement error. , 1981 .

[45]  Lei-da Chen,et al.  Technology Adaptation in E-Commerce: Key Determinants of Virtual Stores Acceptance , 2004 .

[46]  David W. Gerbing,et al.  Assumptions and Comparative Strengths of the Two-Step Approach , 1992 .

[47]  R. Bagozzi,et al.  On the evaluation of structural equation models , 1988 .

[48]  Dale E. Zand.  Trust and Managerial Problem Solving , 1972 .

[49]  Joseph P. Cannon,et al.  An Examination of the Nature of Trust in Buyer–Seller Relationships: , 1997 .

[50]  B. Wheaton,et al.  Assessment of Fit in Overidentified Models with Latent Variables , 1987 .

[51]  Fred D. Davis,et al.  Extrinsic and Intrinsic Motivation to Use Computers in the Workplace1 , 1992 .

[52]  Tao Zhou,et al.  The Relative Importance of Website Design Quality and Service Quality in Determining Consumers’ Online Repurchase Behavior , 2009, Inf. Syst. Manag..

[53]  Kenneth A. Bollen,et al.  Structural Equations with Latent Variables , 1989 .

[54]  Lei-da Chen,et al.  Enticing online consumers: an extended technology acceptance perspective , 2002, Inf. Manag..

[55]  Wen-Jung Chen,et al.  The Impact of Web Site Image and Consumer Personality on Consumer Behavior , 2005 .

[56]  Sang Cheol Park,et al.  Consumer perceptions on web advertisements and motivation factors to purchase in the online shopping , 2010, Comput. Hum. Behav..

[57]  S. Lindskold.  Trust development, the GRIT proposal, and the effects of conciliatory acts on conflict and cooperation. , 1978 .

[58]  Hung-Pin Shih,et al.  An empirical study on predicting user acceptance of e-shopping on the Web , 2004, Inf. Manag..

[59]  Fred D. Davis.  Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology , 1989, MIS Q..

[60]  M. Browne,et al.  Alternative Ways of Assessing Model Fit , 1992 .

[61]  Tibert Verhagen,et al.  The influence of online store beliefs on consumer online impulse buying: A model and empirical application , 2011, Inf. Manag..

[62]  Scott B. MacKenzie,et al.  Common method biases in behavioral research: a critical review of the literature and recommended remedies. , 2003, The Journal of applied psychology.

[63]  David M. Szymanski,et al.  E-satisfaction: an initial examination , 2000 .

[64]  Sirkka L. Jarvenpaa,et al.  Consumer trust in an Internet store , 2000, Inf. Technol. Manag..

[65]  Donna Weaver McCloskey,et al.  Evaluating Electronic Commerce Acceptance with the Technology Acceptance Model , 2004, J. Comput. Inf. Syst..

[66]  C. Shapiro.  Consumer Information, Product Quality, and Seller Reputation , 1982 .

[67]  Tibert Verhagen,et al.  Online store image: conceptual foundations and empirical measurement , 2004, Inf. Manag..

[68]  J. Hair.  Multivariate data analysis , 1972 .

[69]  R. Bagozzi.  Structural equation models are modelling tools with many ambiguities: Comments acknowledging the need for caution and humility in their use , 2010 .

[70]  James C. Anderson,et al.  STRUCTURAL EQUATION MODELING IN PRACTICE: A REVIEW AND RECOMMENDED TWO-STEP APPROACH , 1988 .

[71]  Kent B. Monroe,et al.  Causes and consequences of price premiums , 1996 .

[72]  Blair H. Sheppard,et al.  The Theory of Reasoned Action: A Meta-Analysis of Past Research with Recommendations for Modifications and Future Research , 1988 .

[73]  Michael T. Elliott,et al.  Factors that Affect Attitude Toward a Retail Web Site , 2005 .

[74]  James A. Narus,et al.  A Model of Distributor Firm and Manufacturer Firm Working Partnerships , 1990 .

[75]  Marios Koufaris,et al.  The Effect of Web Site Perceptions on Initial Trust in the Owner Company , 2005, Int. J. Electron. Commer..

[76]  Ho Geun Lee,et al.  Do electronic marketplaces lower the price of goods? , 1998, CACM.

[77]  Mark P. Leach,et al.  Developing Loyal Customers with a Value-adding Sales Force: Examining Customer Satisfaction and the Perceived Credibility of Consultative Salespeople , 2001 .

[78]  A. Parasuraman,et al.  The influence of store environment on quality inferences and store image , 1994 .

[79]  Pui-Mun Lee,et al.  Behavioral Model of Online Purchasers in E-Commerce Environment , 2002, Electron. Commer. Res..

[80]  R. Ramsey,et al.  Listening to your customers: The impact of perceived salesperson listening behavior on relationship outcomes , 1997 .

[81]  Izak Benbasat,et al.  Trust In and Adoption of Online Recommendation Agents , 2005, J. Assoc. Inf. Syst..

[82]  Antoaneta P. Petkova,et al.  Being good or being known: An empirical examination of the dimensions, antecedents, and consequences of organizational reputation , 2005 .

[83]  M. Damhorst,et al.  Consumer adoption of the internet for apparel shopping , 1999 .

[84]  Peter A. Todd,et al.  Understanding Information Technology Usage: A Test of Competing Models , 1995, Inf. Syst. Res..

[85]  Richard T. Watson,et al.  WebQual: An Instrument for Consumer Evaluation of Web Sites , 2007, Int. J. Electron. Commer..

[86]  Leo R. Vijayasarathy,et al.  Predicting consumer intentions to use on-line shopping: the case for an augmented technology acceptance model , 2004, Inf. Manag..

[87]  Viswanath Venkatesh,et al.  User Acceptance Enablers in Individual Decision Making About Technology: Toward an Integrated Model , 2002, Decis. Sci..

[88]  Elena Karahanna,et al.  Time Flies When You're Having Fun: Cognitive Absorption and Beliefs About Information Technology Usage , 2000, MIS Q..