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

被引：0
作者：
Ming-Yi Chen
Ching-I Teng
机构：
[1] National Chung Hsing University,Department of Marketing, College of Management
[2] Taiwan,Graduate Institute of Business and Management & Department of Industrial and Business Management, College of Management
[3] Chang Gung University,undefined
[4] Taiwan,undefined
来源：
Electronic Commerce Research | 2013年 / 13卷
关键词：
Online store image; Purchase intention; Structural equation modeling; Technology acceptance model; Usefulness; Settlement performance;
D O I：
暂无
中图分类号：
学科分类号：
摘要：
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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页码：1 / 23
页数：22
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