Factors that Affect Attitude Toward a Retail Web Site

As the expectations of online shoppers rise, their satisfaction with online retailers has declined. Using an online shopping scenario, undergraduate marketing students evaluated the effects of six web site factors and two individual difference variables on attitude toward a retail web site. Results...

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Bibliographic Details
Published inJournal of marketing theory and practice Vol. 13; no. 1; pp. 40 - 51
Main Authors Elliott, Michael T., Speck, Paul Surgi
Format Journal Article
LanguageEnglish
Published Abingdon Routledge 01.01.2005
Association of Marketing Theory and Practice
Taylor & Francis Ltd
Subjects
Advertising research
Consumer attitudes
Credibility
Customers
Effects
Electronic commerce
Entertainment
Marketing
Marketing strategies
Online shopping
Product information
Retail stores
Retailing industry
Shopping
Statistical analysis
Studies
Trust
Variables
Web site design
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Summary:As the expectations of online shoppers rise, their satisfaction with online retailers has declined. Using an online shopping scenario, undergraduate marketing students evaluated the effects of six web site factors and two individual difference variables on attitude toward a retail web site. Results indicate that five web site factors (ease of use, product information, entertainment, trust, and currency) affect consumer attitude toward a retail web site. The two individual difference variables (product involvement and online shopping experience) moderate the relationship between specific web site factors and attitude toward a retail web site. These findings suggest that online retailers should emphasize site factors that best suit the involvement/experience profile of their primary users.
Bibliography:SourceType-Scholarly Journals-1
ObjectType-Feature-1
content type line 14
ISSN:1069-6679
1944-7175
DOI:10.1080/10696679.2005.11658537