Abstract
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.
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Appendix: Items measuring for each construct
Appendix: Items measuring for each construct
[Please answer the following questions according to the online travel store you visited recently as the target.]
Construct | Items |
---|---|
Image of Usefulness | Uninteresting offers—interesting offers |
Little value for money—a lot of value for money | |
Little information about the travel products—much information about the travel products. | |
Image of Enjoyment | Boring site—fun site |
Little pleasure to browse through—great pleasure to browse through | |
Unattractive site—attractive site | |
Image of Ease-of-use | Hard to use—easy to use |
Bad representation of the travel products—good representation of the travel products | |
Hard to learn how to use the site—easy to learn how to use the site | |
Image of Trust | Bad reputation—good reputation |
Unreliable enterprise—reliable enterprise | |
Unsafe financial settlement—safe financial settlement | |
Image of Familiarity | Infrequently seen advertisements on the Internet—frequently seen advertisements on the Internet |
Infrequently seen advertisements outside the Internet—frequently seen advertisements outside the Internet | |
Unknown enterprise—well known enterprise | |
Image of Settlement Performance | Slow delivery—fast delivery |
Limited choice of delivery options—wide choice of delivery options | |
Unreliable delivery—reliable delivery | |
Purchase Intention | I am positive towards buying the travel products on the website |
The thought of buying the travel products at the website is appealing to me | |
I think it is a good idea to buy the travel products at the website |
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Chen, MY., Teng, CI. A comprehensive model of the effects of online store image on purchase intention in an e-commerce environment. Electron Commer Res 13, 1–23 (2013). https://doi.org/10.1007/s10660-013-9104-5
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DOI: https://doi.org/10.1007/s10660-013-9104-5