Identifying key factors affecting consumer purchase behavior in an online shopping context

• Published in: International journal of retail & distribution management Vol. 31; no. 1; pp. 16 - 29
• Main Authors: Park, Chung-Hoon, Kim, Young-Gul
• Format: Journal Article
• Language: English
• Published: Bradford MCB UP Ltd 01.01.2003; Emerald Group Publishing Limited
• Subjects: Attitude surveys; Behavior; Consumer attitudes; Consumer behavior; Consumer behaviour; Consumers; Customer satisfaction; Customer services; Decision making; Electronic commerce; Information; Information processing; Internet; Korea; Loyalty; Perceptions; Purchasing; Retail stores; Retailing; Retailing industry; Shopping; Statistical analysis; Studies; User interface; South Korea; Retailing; Electronic commerce; Information; Loyalty; Consumer behaviour; Korea
• ISSN: 0959-0552; 1758-6690
• DOI: 10.1108/09590550310457818

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.