- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS, ESCI
ISSN : 1738-3110
The Influence of Online-Store Cue on Consumers Perceived Quality and Online Purchase Intention
Sun, Yang
Na, Seung-Hwa
Abstract
Purpose - The purpose of this research is to find out the relationship between cue utilization and perceived website quality and purchase intention for an online store. To achieve this, we suggest a conceptual model that examines the relationship among product introductions, online communications, online reviews, perceived quality, and online purchase intention. Research design, data, and methodology - This research utilizes SPSS 19.0 and AMOS17.0 to analyze the data. We used factor analysis to shape the structure of the original data and saved the information with multiple dimensions. We then deployed the AMOS software to analyze the model. We performed both factor analysis and structural equation analysis. Results - The findings of this study show that graphic and word descriptions, online chatting, and online reviews have a positive influence on perceived quality. Furthermore, perceived quality has a positive influence on purchase intention. Conclusions - First, detailed product information should be added to influence quality perception. Second, consumers expect a certain level of service while shopping. Simultaneously, online products reviews from consumers deserve attention as they can impact consumer purchase intention.
- keywords
- Online Purchase, Cue Utilization Theory, Perceived Quality, Purchasing Intention
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