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

Authors: Park C-H.; Kim Y-G.

Source: International Journal of Retail & Distribution Management, Volume 31, Number 1, 2003 , pp. 16-29(14)

Publisher: Emerald Group Publishing Limited

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Abstract:

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.

Keywords: Electronic Commerce; Information; Retailing; Consumer Behaviour; Loyalty; Korea

Document Type: Research article

DOI: 10.1108/09590550310457818

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