Web site satisfaction and purchase intentions

Chatura Ranaweera · Harvir S. Bansal · Gordon H.G. McDougall

85 citations0/0 files storedManaging Service Quality

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Technology Adoption and User Behaviour Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence

Abstract

Purpose A main focus in recent online consumer research has been on context specific trust, risk, and online buying experience. Despite the importance, their individual level “equivalents” – trust disposition, risk aversion, and technology readiness – have received limited attention. This research attempts to fill that gap by focussing on these crucial personality traits. Design/methodology/approach This research employs a survey‐based method to test a theoretically grounded set of hypotheses. The measurement model is tested using SEM and the hypotheses are tested using regression techniques. Findings The personality characteristics are found to have significant moderating effects on online purchase intentions. Interestingly, provided the consumers are satisfied, risk aversion is found to increase the likelihood of purchase. Moreover, while technology readiness increases the likelihood of online purchase, dispositional trust is found not to have a similar effect. Research limitations/implications Significant full and quasi moderator effects of three hitherto untested personality traits on online purchase behaviour are found. Results show that risk aversion, trust disposition, and technology readiness are fundamental to online consumer behaviour literature. Practical implications The results suggest that to be successful, relatively unknown web‐based service providers need to go beyond matching their large competitor and need to offer unique web sites to browsers. Results also indicate that personality traits pose both significant challenges as well as unexpected opportunities to online service providers in identifying inherently more loyal customers. Originality/value The paper identifies a set of hither to untested personality traits that have fundamental relevance to online consumer behaviour. It also offers practical recommendations to relatively unknown online service providers on how to compete with their better known competitors. Results are generalisable to online service providers in a number of industries.

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2019Diffusion of Innovations 1 1988On the Evaluation of Structural Equation Models 1990Comparative fit indexes in structural models.1989Structural Equations with Latent Variables 1991Structural Equations with Latent Variables.1995An Integrative Model Of Organizational Trust 1979Review of Psychometric theory (2nd ed.).1995Understanding Information Technology Usage: A Test of Competing Models

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