The Impact of E-Retail Environment Characteristics on E-Satisfaction and Purchase Intent

Jung-Hwan Kim, Minjeong Kim and Jay Kandampully
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Jung-Hwan Kim: University of South Carolina, USA
Minjeong Kim: Oregon State University, USA
Jay Kandampully: The Ohio State University, USA

International Journal of Service Science, Management, Engineering, and Technology (IJSSMET), 2011, vol. 2, issue 3, 1-19

Abstract: The purpose of this research is to determine the key dimensions of e-retail environment characteristics which affect consumer e-satisfaction and purchase intent and to examine the mediating role of e-satisfaction and the moderating effects of consumers’ previous e-shopping experience on the relationship between e-retail environment characteristics and consumer responses. The study focused on young adults ranging in age from 18 to 25. The results showed that convenience, customization, security/privacy, web appearance and entertainment value were the key characteristics of e-retail environment impacting e-satisfaction. E-satisfaction fully mediated the effects of e-retail environment characteristics on online purchase intent. Prior e-shopping experience was found to moderate the relationships among the key dimensions of e-retail environment, e-satisfaction, and e-purchase intent. The findings of this study add to the existing literature on e-service quality by focusing on e-retail environment characteristics beyond products and prices, and further by providing e-retailers with practical implications as to how they can improve their website environments for successful e-retailing business.

Date: 2011
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