Understanding Web Experience and Perceived Web Enjoyment as Antecedents of Online Purchase Intention

Sarbjit Singh Bedi, Sukhwinder Kaur and Amit Kumar Lal

Global Business Review, 2017, vol. 18, issue 2, 465-477

Abstract: The main purpose of this research article is to determine web experience and perceived web enjoyment as antecedents of online purchase intention. Exploratory factor analysis (EFA) was followed by two-stage structural equation modelling (SEM) to fit the data in the hypothesized model. The findings of the study reported that web experience of an online consumer is formed from website visual design, website interactivity, web privacy and web ease of navigation. This study also reported that perceived web enjoyment is partially mediating the relationship between web experience and the attitude of an online consumer. This study will help marketers to understand the importance of interactive web experience for online shoppers.

Keywords: E-commerce; online shopping; purchase intention; cyberspace (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://journals.sagepub.com/doi/10.1177/0972150916668614 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:sae:globus:v:18:y:2017:i:2:p:465-477

DOI: 10.1177/0972150916668614

Access Statistics for this article

More articles in Global Business Review from International Management Institute
Bibliographic data for series maintained by SAGE Publications ().