Influence of Web Attributes on Consumer Purchase Intentions

Influence of Web Attributes on Consumer Purchase Intentions

Rama Mohana Rao Katta, Chandra Sekhar Patro
DOI: 10.4018/978-1-7998-9020-1.ch017
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The rise in the number of households possessing computers and the ease of internet access has led to widespread acceptance of B2C e-commerce, and has rapidly evolved into a global phenomenon. The competition among e-commerce vendors is getting intensified year by year and all of them are adopting innovative and creative approaches to attract, satisfy and retain customers. Web attributes are considered as one of the key influencers of consumer purchase intentions. With the support of existing literature, an attempt is made in this research paper to identify the list of attributes of online shopping websites that influence consumers' purchase intentions. The findings of the study are based on empirical data collected using online survey method.
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Literature Review

The study focuses on the website attributes which are more frequently found in the literature. This includes: website design and quality, security and privacy, reliability and trust, website popularity, accessibility, compatibility with social media, and search engine optimization of the website. In the following paragraphs, the key website attributes are elaborated.

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