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The Role of Website Personality and Website User Engagement on Individual’s Purchase Intention

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Book cover System Performance and Management Analytics

Part of the book series: Asset Analytics ((ASAN))

Abstract

Purpose: The paper aims to understand the effect of website personality and website user engagement on an individual’s purchase intention in an online purchase environment. Design/Approach/Research Methodology: A total of 221 valid online questionnaires were utilized to empirically test the research model using multiple regression approach. The study sample includes online shoppers who performed shopping via Internet medium. Findings: The study deduced that there exists an impact of website personality and website user engagement on individual’s purchase intention, although the interaction differs for each of the following dimension of personality trait—solidity, enthusiasm, genuineness, sophistication, and unpleasantness. Originality/Value: The study has been conducted in National Capital Region of India. There have been very few researches conducted in the region where website personality has been taken as an important dimension to understand its role in purchase probability. Also, studies conducted otherwise, have not included the interaction of website personality and user engagement on purchase intention.

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Author information

Authors and Affiliations

  1. Amity International Business School, Amity University, Noida, Uttar Pradesh, India

    Kokil Jain & Devnika Yadav

Authors
  1. Kokil Jain
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  2. Devnika Yadav
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Corresponding author

Correspondence to Kokil Jain .

Editor information

Editors and Affiliations

  1. Center for Interdisciplinary Research, Amity University, New Delhi, India

    P. K. Kapur

  2. Department of Economics and Management in Machine Building, Peter the Great St. Petersburg Polytechnic University, Saint Petersburg, Russia

    Yury Klochkov

  3. Western Norway University of Applied Sciences, Bergen, Norway

    Ajit Kumar Verma

  4. Amity University, Noida, Uttar Pradesh, India

    Gurinder Singh

Annexure

Annexure

See Tables 1, 2, 3, 4, 5, 6, 7, 8 and 9.

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Jain, K., Yadav, D. (2019). The Role of Website Personality and Website User Engagement on Individual’s Purchase Intention. In: Kapur, P., Klochkov, Y., Verma, A., Singh, G. (eds) System Performance and Management Analytics. Asset Analytics. Springer, Singapore. https://doi.org/10.1007/978-981-10-7323-6_28

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