Topics: Online shopping, Electronic commerce, Retailing Pages: 59 (7644 words) Published: October 6, 2013
1. Introduction

Identifying key factors
affecting consumer
purchase behavior in an
online shopping

The Internet-based electronic commerce
environment enables consumers to search for
information and purchase products or
services through direct interaction with the
online store. That is, consumer-purchases are
mainly based on the cyberspace appearance
such as pictures, images, quality information,
and video clips of the product, not on the
actual experience (Lohse and Spiller, 1998;
Kolesar and Galbraith, 2000). Shopping at an
online store is like shopping through a paper
catalog because both involve mail delivery of
the purchases and in both cases customers
cannot touch or smell the items (Spiller and
Lohse, 1997). So the promise of electronic
commerce and online shopping depends, to a
great extent, on user interfaces and how
people interact with computers (Hoque and
Lohse, 1999; Griffith et al., 2001). Moreover,
the characteristics of information
presentation, navigation, order fulfillment in
an interactive shopping medium is considered
a more important factor in building electronic
commerce trust than in the traditional
retailing (Alba et al., 1997; Reynolds, 2000).
In the literature on electronic commerce,
there have been active research on consumers'
shopping experience and their evaluation
based on perceptions about the online
shopping Web sites (Jarvenpaa and Todd,
1997; Szymanski and Hise, 2000; Griffith et
al., 2001). This line of research considers
consumers' information processing style,
shopping patterns, storefront preferences, and
related areas for insights into developing more
attractive, user friendly, and successful
Internet stores. However, few studies provide
empirical validation of the relationship among
factors affecting consumers' response and
shopping behavior.
This study provides empirical validation of
consumer behaviors in the Web-based online
shopping context. We adapt the theory of user
information satisfaction and consumer
purchase behavior to explain the consumers'
response to online shopping services. We
investigated how the content and presentation
of product and service information affect
consumers' willingness to patronize an online
store. Finally, we identify and discuss several
factors affecting consumers' purchase
behavior as well as their perception and

Chung-Hoon Park and
Young-Gul Kim

The authors
Chung-Hoon Park is an Associate Professor and
Young-Gul Kim is a Doctoral Candidate, both at the
Graduate School of Management, Korea Advanced
Institute of Science & Technology, Dongdaemoon-Gu,
Seoul, Korea.
Electronic commerce, Information, Retailing,
Consumer behaviour, Loyalty, Korea
While interactions in the real world shopping are mainly
based on face-to-face activities between consumers and
service personnels, interactions in electronic commerce
take place mainly through the retailer's Web site. This
study investigated the relationship between various
characteristics of online shopping and consumer purchase
behavior. Results of the online survey with 602 Korean
customers of online bookstores indicate that information
quality, user interface quality, and security perceptions
affect information satisfaction and relational benefit, that, in turn, are significantly related to each consumer's site
commitment and actual purchase behavior.
Electronic access
The Emerald Research Register for this journal is
available at
The current issue and full text archive of this journal is
available at

International Journal of Retail & Distribution Management
Volume 31 . Number 1 . 2003 . pp. 16-29
# MCB UP Limited . ISSN 0959-0552
DOI 10.1108/09590550310457818


Consumer purchase behavior in an online shopping context

International Journal of Retail & Distribution...

References: and user friendliness in using a Web site system
Szymanski and Hise (2000)
Griffith et al. (2001)
Product information quality
Wang and Strong (1996)
Delone and McLean (1992)
Bailey and Pearson (1983)
Service information quality
Wang and Strong (1996)
Delone and McLean (1992)
Bailey and Pearson (1983)
Security perception
Bailey and Pearson (1983)
Site awareness
The customer 's ability to recognize or recall that a Aaker (1991)
site is a member of a certain service category
the overall information service
Westbrook (1983)
Gwinner et al. (1998)
Site commitment
Moorman et al. (1992)
Volume 31 . Number 1 . 2003 . 16-29
Chung-Hoon Park and Young-Gul Kim
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