Effects of web experience factors on virtual retail purchase preferences

Abstract

This article examines the effects of different elements of the Web Experience (WE) on the buying behaviour of virtual consumers, specifically on the choice of the online retail vendor. The purpose of the study is to empirically test the theoretical findings as to the main parameters of the online customer experience and measure their relative importance and role as inputs in the customer’s decision-making process. The study was conducted by means of an online consumer survey in a realistic virtual shopping environment. The results of the study show that out of the five web experience components analyzed, four (the usability, trust building, marketing mix and aesthetics) have a positive and significant effect on the choice of e-vendor while the fifth one (interactivity) does not seem to positively influence the choice of an online vendor. Furthermore the study examines the effect of two behavioural variables (experience and motivation) on the choice of online -vendors. This topic could expand the scope of academic research on the issue of online marketing and at the same time provide online marketers with new insights and tools for building a commercially successful online presence.