Exploring Relationships Between e-Tailing Website Quality and Purchase Intention

  • Hibah KhalilEmail author
  • Karthikeyan UmapathyEmail author
  • Lakshmi C. Goel
  • Sandeep Reddivari
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 11588)


Attracting and retaining customers in an online environment is crucial to remain a successful retail business. Although purchase intentions have been recognized as a major factor affected by the website quality, few studies have examined how initial purchase intention affects the continued purchase intention. We want to further investigate the relationship between website quality (system, information, and service) and purchase intention categories with perceived risk as the moderator. We developed a questionnaire and three different websites for a fictional office furniture retail business to aid our investigation. The questionnaire was distributed to university students in a large U.S metropolitan city. We received 256 valid responses. Our empirical results confirmed that information and service quality of the e-tail website positively impact initial purchase intentions, and consequently continued purchase intention. Of the three website quality variables measured, the perceived risk seems to have an adverse effect only on the relationship between system quality and purchase intentions. Based on our findings, e-tailing websites should consider focusing more on website quality factors such as responsiveness, utility, reliability, availability, and the content of the website as well as the service provided such as customization, users feedback and rating, and good tracking of user complaints.


Website quality Purchase intention Perceived risk Multiple regression analysis Survey method 


  1. 1.
    Kim, J., Lennon, S.J.: Effects of reputation and website quality on online consumers’ emotion, perceived risk and purchase intention. J. Res. Interact. Market. 7(1), 33–56 (2013)CrossRefGoogle Scholar
  2. 2.
    Chang, H.H., Chen, S.W.: The impact of customer interface quality, satisfaction and switching costs on e-loyalty: internet experience as a moderator. Comput. Hum. Behav. 24(6), 2927–2944 (2008)CrossRefGoogle Scholar
  3. 3.
    Gregg, D.G., Walczak, S.: The relationship between website quality, trust and price premiums at online auctions. Electron. Commerce Res. 10(1), 1–25 (2010)CrossRefGoogle Scholar
  4. 4.
    Liang, C., Chen, H.-J.: A study of the impacts of website quality on customer relationship performance. Total Qual. Manag. Bus. Excellence 20(9), 971–988 (2009)CrossRefGoogle Scholar
  5. 5.
    Hsieh, M., Tsao, W.-C.: Reducing perceived online shopping risk to enhance loyalty: a website quality perspective. J. Risk Res. 17(2), 241–261 (2014)CrossRefGoogle Scholar
  6. 6.
    Lin, H.: The impact of website quality dimensions on customer satisfaction in the B2C e-commerce context. Total Qual. Manag. Bus. Excellence 18(4), 363–378 (2007)CrossRefGoogle Scholar
  7. 7.
    Bai, B., Law, R., Wen, I.: The impact of website quality on customer satisfaction and purchase intentions: evidence from Chinese online visitors. Int. J. Hospitality Manag. 27(3), 391–402 (2008)CrossRefGoogle Scholar
  8. 8.
    Kuan, H., Bock, G.-W., Vathanophas, V.: Comparing the effects of website quality on customer initial purchase and continued purchase at e-commerce websites. Behav. Inf. Technol. 27(1), 3–16 (2008)CrossRefGoogle Scholar
  9. 9.
    Loiacono, E.T., Watson, R.T., Goodhue, D.L.: WebQual: an instrument for consumer evaluation of web sites. Int. J. Electron. Commerce 11(3), 51–87 (2007)CrossRefGoogle Scholar
  10. 10.
    Barnes, S.J., Vidgen, R.: An evaluation of cyber-bookshops: the WebQual method. Int. J. Electron. Commerce 6(1), 11–30 (2001)CrossRefGoogle Scholar
  11. 11.
    Hsu, C., Chang, K.-C., Chen, M.-C.: The impact of website quality on customer satisfaction and purchase intention: perceived playfulness and perceived flow as mediators. IseB 10(4), 549–570 (2012)CrossRefGoogle Scholar
  12. 12.
    DeLone, W.H., McLean, E.R.: Measuring e-commerce success: applying the DeLone & McLean Information Systems Success Model. Int. J. Electron. Commerce 9(1), 31–47 (2004)CrossRefGoogle Scholar
  13. 13.
    Harper, B.D., Slaughter L., Norman K.L.: Questionnaire administration via the WWW: a validation and reliability study for a user satisfaction questionnaire. In: Proceedings on World Conference on the WWW, Internet & Intranet (WebNet), pp. 808–810 (1997)Google Scholar
  14. 14.
    Kirakowski, J., Claridge, N., Whitehand, R.: Human centered measures of success in web site design. In: Proceedings on Conference on Human Factors and the Web, pp. 40–44 (1998)Google Scholar
  15. 15.
    Rai, A., Lang, S.S., Welker, R.B.: Assessing the validity of IS success models: an empirical test and theoretical analysis. Inf. Syst. Res. 13(1), 50–69 (2002)CrossRefGoogle Scholar
  16. 16.
    Ahn, D.H., Kim, J.K., Choi, I.Y., et al.: A personalised recommendation procedure based on dimensionality reduction and web mining. Int. J. Internet Enterp. Manag. (IJIEM) 2(3), 280–298 (2004)CrossRefGoogle Scholar
  17. 17.
    Palmer, J.W.: Web site usability, design, and performance metrics. Inf. Syst. Res. 13(2), 151–167 (2002)CrossRefGoogle Scholar
  18. 18.
    Zeithaml, V.A.: Service excellence in electronic channels. Managing Serv. Qual. 12(3), 135–139 (2002)CrossRefGoogle Scholar
  19. 19.
    Chen, W.S., Chang, H.H.: The impact of online store environment cues on purchase intention: trust and perceived risk as a mediator. Online Inf. Rev. 32(6), 818–841 (2008)CrossRefGoogle Scholar
  20. 20.
    Srinivasan, S.S., Anderson, R., Ponnavolu, K.: Customer loyalty in e-commerce: an exploration of its antecedents and consequences. J. Retail. 78(1), 41–50 (2002)CrossRefGoogle Scholar
  21. 21.
    Hsu, H.Y., Tsou, H.-T.: Understanding customer experiences in online blog environments. Int. J. Inf. Manag. 31(6), 510–523 (2011)CrossRefGoogle Scholar
  22. 22.
    Gefen, D., Karahanna, E., Straub, D.W.: Inexperience and experience with online stores: the importance of TAM and trust. IEEE Trans. Eng. Manage. 50(3), 307–321 (2003)CrossRefGoogle Scholar
  23. 23.
    Ittner, C.D., Larcker, D.F.: Are nonfinancial measures leading indicators of financial performance? An analysis of customer satisfaction. J. Account. Res. 36, 1–35 (1998)CrossRefGoogle Scholar
  24. 24.
    Reichheld, F.F., Schefter, P.: E-loyalty: your secret weapon on the web. Harvard Bus. Rev. 78(4), 105–113 (2000)Google Scholar
  25. 25.
    McKnight, H.D., Choudhury, V., Kacmar, C.: The impact of initial consumer trust on intentions to transact with a web site: a trust building model. J. Strateg. Inf. Syst. 11(3), 297–323 (2002)CrossRefGoogle Scholar
  26. 26.
    Park, D., Lee, J., Han, I.: The effect of on-line consumer reviews on consumer purchasing intention: the moderating role of involvement. Int. J. Electron. Commerce 11(4), 125–148 (2007)CrossRefGoogle Scholar
  27. 27.
    Chang, K., Kuo, N.-T., Hsu, C.-L., et al.: The impact of website quality and perceived trust on customer purchase intention in the hotel sector: website brand and perceived value as moderator. Int. J. Innov. Manag. Technol. 5(4), 255–260 (2014)Google Scholar
  28. 28.
    Masoud, E.Y.: The effect of perceived risk on online shopping in Jordan. Eur. J. Bus. Manag. 5(6), 76–87 (2013)Google Scholar
  29. 29.
    He, Y., Chan, L.K., Tse, S.-K.: From consumer satisfaction to repurchase intention: the role of price tolerance in a competitive service market. Total Qual. Manag. Bus. Excellence 19(9), 949–961 (2008)CrossRefGoogle Scholar
  30. 30.
    Jiang, P., Rosenbloom, B.: Customer intention to return online: price perception, attribute-level performance, and satisfaction unfolding over time. Eur. J. Mark. 39(1), 150–174 (2005)CrossRefGoogle Scholar
  31. 31.
    Shen, J.: Social comparison, social presence, and enjoyment in the acceptance of social shopping websites. J. Electron. Commerce Res. 13(3), 198–212 (2012)Google Scholar
  32. 32.
    Cyr, D., Hassanein, K., Head, M., et al.: The role of social presence in establishing loyalty in e-Service environments. Interact. Comput. 19(1), 43–56 (2007)CrossRefGoogle Scholar
  33. 33.
    Qualtrics. Accessed 9 Jan 2019
  34. 34.
    Hair, J.F., Money, A.H., Samouel, P., et al.: The Essentials of Business Research Methods, 3rd edn. Routledge, New York (2015)CrossRefGoogle Scholar

Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  1. 1.School of ComputingUniversity of North FloridaJacksonvilleUSA
  2. 2.Department of ManagementUniversity of North FloridaJacksonvilleUSA

Personalised recommendations