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

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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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Authors and Affiliations

  1. Department of Marketing, College of Management, National Chung Hsing University, Taiwan, 250, Kuo Kuang Rd., Taichung, 402, Taiwan

    Ming-Yi Chen

  2. Graduate Institute of Business and Management & Department of Industrial and Business Management, College of Management, Chang Gung University, Taiwan, 259, Wenhua 1st Rd, Gueishan Shiang, Taoyuan, 333, Taiwan

    Ching-I Teng

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Correspondence to Ming-Yi Chen.

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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