Identifying Key Factors Affecting Consumer Purchase Behavior in An Online Shopping Context

International Journal of Retail & Distribution Management
Identifying key factors affecting consumer purchase behavior in an online shopping context
Chung‐Hoon Park, Young‐Gul Kim,
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1. Introduction
Identifying key factors The Internet-based electronic commerce
affecting consumer environment enables consumers to search for
purchase behavior in an information and purchase products or
services through direct interaction with the
online shopping online store. That is, consumer-purchases are
context mainly based on the cyberspace appearance
such as pictures, images, quality information,
Chung-Hoon Park and and video clips of the product, not on the
actual experience (Lohse and Spiller, 1998;
Young-Gul Kim Kolesar and Galbraith, 2000). Shopping at an
online store is like shopping through a paper
catalog because both involve mail delivery of
the purchases and in both cases customers
cannot touch or smell the items (Spiller and
The authors Lohse, 1997). So the promise of electronic
Chung-Hoon Park is an Associate Professor and commerce and online shopping depends, to a
Young-Gul Kim is a Doctoral Candidate, both at the great extent, on user interfaces and how
Graduate School of Management, Korea Advanced people interact with computers (Hoque and
Institute of Science & Technology, Dongdaemoon-Gu, Lohse, 1999; Griffith et al., 2001). Moreover,
Seoul, Korea. the characteristics of information
presentation, navigation, order fulfillment in
Keywords an interactive shopping medium is considered
a more important factor in building electronic
Electronic commerce, Information, Retailing,
commerce trust than in the traditional
Consumer behaviour, Loyalty, Korea
retailing (Alba et al., 1997; Reynolds, 2000).
In the literature on electronic commerce,
Abstract
there have been active research on consumers'
While interactions in the real world shopping are mainly shopping experience and their evaluation
based on face-to-face activities between consumers and based on perceptions about the online
service personnels, interactions in electronic commerce shopping Web sites (Jarvenpaa and Todd,
take place mainly through the retailer's Web site. This 1997; Szymanski and Hise, 2000; Griffith et
study investigated the relationship between various al., 2001). This line of research considers
characteristics of online shopping and consumer purchase consumers' information processing style,
behavior. Results of the online survey with 602 Korean shopping patterns, storefront preferences, and
customers of online bookstores indicate that information related areas for insights into developing more
quality, user interface quality, and security perceptions
attractive, user friendly, and successful
affect information satisfaction and relational benefit, that,
Internet stores. However, few studies provide
in turn, are significantly related to each consumer's site
empirical validation of the relationship among
commitment and actual purchase behavior.
factors affecting consumers' response and
shopping behavior.
Electronic access This study provides empirical validation of
The Emerald Research Register for this journal is consumer behaviors in the Web-based online
available at shopping context. We adapt the theory of user
http://www.emeraldinsight.com/researchregister information satisfaction and consumer
The current issue and full text archive of this journal is
purchase behavior to explain the consumers'
available at response to online shopping services. We
http://www.emeraldinsight.com/0959-0552.htm investigated how the content and presentation
of product and service information affect
consumers' willingness to patronize an online
store. Finally, we identify and discuss several
International Journal of Retail & Distribution Management
factors affecting consumers' purchase
Volume 31 . Number 1 . 2003 . pp. 16-29
# MCB UP Limited . ISSN 0959-0552 behavior as well as their perception and
DOI 10.1108/09590550310457818 satisfaction.
16
Consumer purchase behavior in an online shopping context International Journal of Retail & Distribution Management
Chung-Hoon Park and Young-Gul Kim Volume 31 . Number 1 . 2003 . 16-29
2. Literature review advertising and sales events that attract

customers such as frequent buyer schemes,
2.1 Online store attributes
lottery games, and product-related tips.
Many studies have looked into the online
The third attribute category is navigation
shopping service attributes (Jarvenpaa and
and convenience. This is related to the user
Todd, 1997; Lohse and Spiller, 1998;
interface of an online store (Szymanski and
Szmanski and Hise, 2000; Liu and Arnett,
Hise, 2000). Store layout, organization
2000). These studies have classified the
features, as well as ease of use are considered
attributes of online stores into four categories:
in this category. Since user interface of an
merchandise, customer service and
online store influences the experience of
promotions, navigation and convenience, and
consumers interacting with a retailer's
security.
product or service offering (Griffith, 2001), a
Merchandising includes product-related
well-designed user interface system may
characteristics such as assortment, variety,
reduce consumers' cost of searching and the
and product information (Jarvenpaa and
time required for information processing.
Todd, 1997). Rich product assortment can
That is, it will minimize the effort needed to
increase the probability that consumer-needs
perform choice and purchasing tasks (Hoque
will be met and satisfied. But not all products and Lohse, 1999). Online shopping is
available in the merchant's catalog or real thought to be pleasurable and satisfying to
store are available online (Szymanski and consumers when the retailer sites are fast,
Hise, 2000). According to Lohse and Spiller's uncluttered, and easy-to-navigate.

study (1998), big online stores are less Uncluttered and easy-to-navigate sites
effective than small stores at converting site economize shopping time and the cognitive
traffic into sales because consumers have effort consumers expend figuring out how to
difficulty in finding the products they seek. It shop effectively online (Szymanski and Hise,
is argued that since a primary role of an online 2000). Moreover, general help functions
store is to provide price-related information might assist users to find a particular topic in
and product information to help reduce the documentation. Help functions also
consumers' search cost (Bakos, 1997), more include information about navigating the
extensive and higher quality information store or the use of ordering features like a
available online leads to better buying shopping cart function. Most online shopping
decisions and higher levels of consumer stores provide a product search engine, site
satisfaction (Peterson et al., 1997). Online map, and navigation sequence guidance
shopping stores can offer hyperlinks to more function to help consumers' searching and
extensive product information such as price purchasing.
comparison, product testimonials (e.g. book Finally, security of online transactions
reviews at an online book store), and product continues to dominate the discussions on
demonstrations (e.g. software downloads). electronic commerce (Elliot and Fowell,
The second attribute category for the online 2000; Szymanski and Hise, 2000; Liao and
store is customer service and promotion. Cheung, 2001). Consumers are concerned
Customers want careful, continuous, useful about disclosing their private and financial
communication, across geographic barriers information. While most online shopping sites
(Lohse and Spiller, 1998). These attributes provide personal information privacy
are frequently identified as a salient protection policy and guarantee for
dimension to determine the store choice transaction security, they do not offer detailed
behavior in both online and off-line stores information on how transaction and personal
(Jarvenpaa and Todd, 1997; Kolesar and data are secured (Elliot and Fowell, 2000).
Galbraith, 2000). Customer service includes
sales clerk service for merchandise selection, 2.2 Consumer relational behavior in
answers to frequently asked questions, and online shopping context
credit, return, and payment policies. Consumers tend to engage in relational
Customers want help with product selection, behaviors to achieve greater efficiency in their
gift services, contact information for sales decision making, to reduce information
representatives, a FAQ section for speedy processing, to achieve more cognitive
answers, and information about shipping and consistency in their decisions, and to reduce
handling costs. Promotions involve the perceived risks associated with future
17
choices (Sheth and Parvatiyar, 1995). After a online shopping transaction itself such as
few successful transactions, a consumer starts saved time, increased convenience and
to feel safe with the service provider or reduced risk of dissatisfaction (Wolfinbarger
supplier (Ravald and GroÈnroos, 1996). When and Gilly, 2001). Thus customer service and
consumers trust a company, they know that promotion are also critical in designing an
this company is able to fulfill their needs and online store (Jarvenpaa and Todd, 1997;
wants and eventually, they become Lohse and Spiller, 1998).
committed to the company.
The online shopping environment enables
consumers to reduce their decision-making 3. Research model and hypotheses
efforts by providing vast selection,
information screening, reliability, and product We developed a research model for the
comparison (Alba et al., 1997). Since the consumers' relational purchasing behavior in
Internet provides screened and comparison an online shopping context (see Figure 1).
information for alternatives, consumers may This model consists of the online store
reduce the cost of information search and the attributes that influence consumers'
effort in making purchasing decisions. perception of an online store. For the key
However, since online shoppers mainly mediating factors affecting the consumers'
interact with the Web-based computer system shopping behavior, we examine two
and cannot physically touch or feel actual constructs: information satisfaction and
products, they make decisions mainly with relational benefit.

information provided electronically by the
online store. 3.1 Information satisfaction
Thus, the discussion about the critical Information satisfaction refers to consumers'
factors in consumer purchase behavior in an dis/satisfaction with an overall information
electronic commerce environment needs to be service encounter (Crosby and Stephens,
focused on the availability of information 1987) ± which means navigating through Web
(Wolfinbarger and Gilly, 2001). The pages and contents in an online service
availability of information considers not only context. It is different from the overall
product or service information but also satisfaction that refers to the consumers'
convenience and personalization for retaining overall evaluation of an organization based on
customers. It depends on the degree to which all encounters and experiences with that
information can be employed by consumers particular organization (Jones and Suh,
to predict their probable satisfaction with 2000). In this study, we have conceptualized
subsequent purchases. Consequently, the information satisfaction as `àn emotional
success of online stores will be determined by reaction to the experience provided by the
the ability to tailor their information to meet overall information service'' (adapted from
the consumers' needs. But, several factors Westbrook, 1983).
determine the predictive value of the According to the information systems
information with no one type of information literature, information quality and user
to be uniformly valued by all consumers interface quality are believed to affect user
(Kolesar and Galbraith, 2000). information satisfaction (DeLone and
The basic requirement for inducing a McLean, 1992; Wang and Strong, 1996).
consumer to become a customer of an online Information provided by the online store is
store and increasing his/her switching cost is divided into product information and service
to reduce the cost of information search and information. Product information includes
to maximize the predictability of product product attribute information, consumer
quality by providing tailored information to recommendations, evaluation reports, etc.
consumers (Bakos, 1991, 1997). Although Service information that most online stores
the consumer may receive a tangible good at provide includes membership information,
the end of the online transaction, the benefits FAQs, ordering and delivery information, and
to the consumer are not in the purchased promotion.
good, which could have been obtained To evaluate the product and service
through alternative channels (Kolesar and information, we adopted six components of
Galbraith, 2000). Instead, the unique benefits information quality from the user information
to the consumer are in the performance of the satisfaction research. They are relevancy,
18
Figure 1 Research model
recency, sufficiency, playfulness, consistency, (Lohse and Spiller, 1998). Online stores
and understandability (DeLone and McLean, facilitate consumers' navigation by providing
1992; Wang and Strong, 1996; Moon and features such as search functions, guided
Kim, 2001). Information presented by online navigation, and site maps. So in this research,
stores should support customer service and we developed items corresponding to ease of
product search. Such information should be navigation, convenience of searching for and
helpful and relevant in predicting the quality ordering products as user interface quality
and utility of a product or service measures.
(Wolfinbarger and Gilly, 2001). To satisfy
H3. There is a positive relationship
consumers' information needs, such
between information satisfaction and
information should be up-to-date in
user interface quality.
presenting products and services, sufficient to
help consumers make a choice, consistent in Another important factor affecting
representing and formatting the content, and information satisfaction in the Web
easy to understand (Wang and Strong, 1996; environment is security. Consumers are
Zhang et al., 2000). Enjoyment, concerned about online payment security,
entertainment, and humor are important reliability, and privacy policy of the online
dimensions of forming one's attitude and store (Gefen, 2000). So, security is a critical
behavioral intention toward a site (Agarwal factor in acquiring and retaining consumers as
and Karahanna, 2000; Moon and Kim, online shopping service users. Basically,
2001). Therefore, playfulness is a salient security concerns in electronic commerce can
factor in the Web-based information be divided into concerns about user
presentation. authentication and concerns about data and
transaction security (Rowley, 1996;
Ratnasingham, 1998). According to the prior
between information satisfaction and
research (Elliot and Fowell, 2000; Szymanski
product information quality.
and Hise, 2000), as perception of security risk
H2. There is a positive relationship decreases, satisfaction with the information
between information satisfaction and service of online stores is expected to increase.
service information quality.
User interface quality is related to system between information satisfaction and
layout, navigation sequence, and convenience security perception.
to search for a product or information, or
simply to browse (Spiller and Lohse, 1997; 3.2 Relational benefit
Szymanski and Hise, 2000). Since purchasing In a commercial service relationship, prior
transaction can be adversely influenced by the research has shown that relational benefit is
poor online store design, it is essential to an antecedent to building a long-term
understand the effects of different layouts, relationship (Ravald and GroÈnroos, 1996;
and organizational, browsing, and navigation Gwinner et al., 1998; Patterson and Smith,
features on consumers' purchase behavior 2001). According to Gwinner et al. (1998),
19
relational benefit is defined as ``the benefit H7. There is a positive relationship

customers receive from long-term between security perception and
relationships above and beyond the core relational benefit.
service performance''. The literature suggests
In the service marketing literature, an external
that an important part of relational benefit is
source of information about a company,
the sense of reduced anxiety, trust, and
corporate image, reputation, and awareness
confidence that customers experience. Trust
were identified as important factors in the
is a key-mediating variable in relational
overall evaluation of the firm and its service
exchanges (Morgan and Hunt, 1994;
(Zeithaml and Bitner, 1997). Apart from
Garbarino and Johnson, 1999) and risk
corporate image as a function of accumulated
reduction is a key outcome of the service
purchasing/consumption experience over
relationships (Berry, 1995). Although this
time, most companies also provide external
sense of confidence and trust may be
informational events (e.g. advertising or
inextricably tied to the quality of the core
public relations) to attract new customers and
service, it is perceived as the independent
keep existing customers (Andreassen and
benefit of a long-term relationship (Ravald
Lindestad, 1998).
and GroÈnroos, 1996).
We introduce site awareness as perception
Based on the previous discussion of
by consumers about an online shopping store
relational benefit, we focused on the role of
that is based on external information events
risk reduction, minimization of information

like advertising and word-of-mouth
search and transaction cost, and cognitive
communication. It is defined as the `àbility of
consistency as part of the relational benefit in
a buyer to recognize or recall that a site is a
an online shopping context. Since consumer
member of a certain service category''
decision-making efficiency improves when the
(adapted from Aaker, 1991). This construct
information processing task is simplified and
indicates consumers' perception of extrinsic
bounded (Sheth and Parvaytiyar, 1995), one
information cues about an online store and is
would expect that consumers intend to
assumed to have an impact on customers'
maintain a relationship with the marketer to
choice of a company when service attributes
improve his/her future decision-making.
are difficult to evaluate.
Consumers may be able to reduce
information search and transaction cost by H8. There is a positive relationship
maintaining a relationship with a credible between site awareness and relational
online store that satisfies their information benefit.
needs. As summarized, we expect consumers to
H5. There is a positive relationship perceive the relational benefits of an online
between the product information store (i.e. on risk reduction, information
quality and relational benefit. searching, and transaction cost
minimization), as a result of their evaluation
of the information features of that online
between the service information
store.
quality and relational benefit.
Besides affecting consumers' evaluation of 3.3 Site commitment and purchase
overall information service, as discussed behavior
earlier, assurance of security also plays an Commitment is an essential ingredient for a
important role in trust forming by reducing successful long-term relationship (Dwyer et
the consumers' concerns about personal data al., 1987; Morgan and Hunt, 1994).
abuse and vulnerability of transaction data Commitment has been defined as `àn
(Jarvenpaa and Todd, 1997; Ratnashingham, enduring desire to maintain a valued
1998). Consumers want detailed information relationship'' (Moorman et al., 1992) or `à
on how their private and transaction data are tendency to resist change'' (Pritchard et al.,
secured (Elliot and Fowell, 2000). So, if the 1999). It plays a key-mediating role in
perceived level of security assurance meets formation of consumers' loyalty and future
consumer's expectations, a consumer may be behavioral intention (Garbarino and Johnson,
willing to disclose his/her personal 1999; Morgan and Hunt, 1994; Pritchard
information and try to purchase with comfort. et al., 1999).
20
In the service marketing literature, service Korea, the number of Internet users was
quality, perceived value, and satisfaction are estimated to be about 24,380 in 2001. The
considered as antecedents of commitment electronic commerce and Internet business
(GroÈnroos, 1990; Hocutt, 1998; Shemwell et market has grown rapidly accompanying the
al., 1998). That is, consumers' emotional and increase in the number of Internet users.
judgmental reaction to products or services is According to a recent survey, there are 2,372
a key influential factor for consumers' online retail stores and total sales volume in
commitment. The psychological benefit and 2001 is about US$20 billion. Major product
trust are also essential ingredients for categories the online stores provide are
enhancing commitment (GroÈnroos, 1990). electronic devices, computers, clothes, travel
They are validated to be more important than and leisure, books and CDs (KNSO, 2001).
special treatment or social benefits in In deciding on the target online stores, we
consumer relationships with service firms applied control to the several factors. Since
(Gwinner et al., 1998). the interest of this study is focused on
Based on the prior research, we expect investigating the relationship between
information satisfaction and relational benefit information characteristics and consumer
to play a key role in forming consumers' site behavior, although price advantage and
commitment to an online store. Information product quality are also important factors
satisfaction indicates the consumer's overall affecting consumer purchase behavior in
online shopping, we decided to select the
evaluation of the online store's information

service and relational benefit represents a online bookstores that have a fixed price
cumulative psychological perception about policy. It is documented that consumers do
the store. interact more online than off-line with this
product category in Korea (KNSO, 2001).
H9. There is a positive relationship For the study, we selected three online
between relational benefit and site bookstores in Korea with the highest sales
commitment. volume. At these stores, price policy (e.g. no
H10. There is a positive relationship discount policy), delivery service, and
between information satisfaction and payment process were similar.
site commitment. To collect the consumer perception data,
we built an online survey Web site that was
As mentioned above, a committed consumer
hyperlinked to each target online bookstore.
has an intention to maintain a relationship The target subjects were Korean consumers
with a particular store ± that is, he/she will who had memberships at the online
revisit and purchase repeatedly in the future. bookstores. We asked for an ID number and
Many researchers have investigated the password key-in at the beginning of the
relationship between commitment and future survey. We provided coupons or cyber money
interaction (Garbarino and Johnson, 1999; as a reward for the survey participation in the
Hocutt, 1998; Pritchard, 1999). They argue form of gift vouchers for books or bonus
that commitment is a predictive construct of points at the online store. The survey period
future intention and loyalty. By applying the was from three to four weeks for each
results of prior research to the online bookstore and the total number of
shopping context, the relationship between participants was 771. We excluded the cases
site commitment and purchasing behavior of missing data (n = 68) and no membership
may be hypothesized as follows: ID number (n = 101), and finally used 602
H11. There is a positive relationship samples for our analysis. Descriptive statistics
between site commitment and of the respondent profile is shown in Table I.
purchasing behavior.
4.2 Measurement development
When we developed the questionnaire, the
multiple-item method was used and each item
4. Research methodology
was measured based on a five-point Likert
4.1 Subjects and data collection scale from ``strongly disagree'' to ``strongly
The unit of analysis in this study is the agree''. All operational definitions of the
individual consumer who has experience with constructs and instrument items are shown in
purchasing products at online stores. In Appendices 1 and 2. When available,
21
Table I Descriptive statistics of the respondent profile awareness, three items for information
Measure Items Frequency %
satisfaction, four items for relational benefit,
and four items for commitment.
Gender Female 360 59.6
Male 235 39.1 4.3.2 Construct validity and reliability
Missing 8 1.3 In this study, we follow Straub's (1989)
processes of validating instruments to test
Age 19 52 8.7
construct validity in terms of convergent and
20-29 343 57
discriminant validity. Convergent validity is
30-39 176 29
the degree to which multiple attempts to
40 22 3.9
Missing 9 1.4
measure the same concept are in agreement.
For testing convergent validity, we evaluated
Time to use 1 hour per day 89 14.8
the item-to-total correlation; that is the
Internet 2-5 422 70
correlation of each item to the sum of the
6-9 51 8.5
remaining items. Items whose item-to-total
10 23 3.9
correlation score was lower than 0.4 were
Missing 17 2.8
dropped from further analysis.
Occupation of White-collar employee 128 21 Discriminant validity is the degree to which
respondents Student 260 43 measures of different concepts are distinct.
Professional 86 14 The discriminant validity of each construct
Self-employed 16 2.7 was assessed by principal component factor

Housewife 20 3.3 analysis with VARIMAX rotation. As shown
Teacher 16 2.7
in Appendix 3, the confirmatory factor
Technical person 20 3.3
analysis for independent variables yielded five
Retired 5 0.8
distinct factors: user interface quality, product
Missing 51 8.5
information quality, service information
quality, security perception, and site
constructs that have already been used and
awareness. Factor loadings for all variables
validated by other researchers have been
were greater than 0.54 with no cross-
adopted. Constructs that have not been used
construct loadings, indicating good
previously were evaluated and adapted from discriminant validity. Together, the five
the relevant literature as to how they might be observed factors accounted for 61 percent of
operationalized, and then were validated by the total variance. To validate the
pilot testing with 67 consumers with online appropriateness of the factor analysis, we
book purchase experience. applied several measures to the entire
correlation matrix. Here, Bartlett's test of
4.3 Validity and reliability of sphericity (p = 0.000) indicates the statistical
measurement instrument probability that the correlation matrix has
4.3.1 Content validity significant correlations among at least some of
Content validity defines how representative the variables, and the Kaiser-Meyer-Olkin
and comprehensive the items were in measure of sampling adequacy (0.905)
presenting the hypothesis. It is assessed by showed acceptable sampling adequacy (Hair
examining the process that was used in et al., 1998, p. 99).
generating scale items (Straub, 1989). In this Next, we conducted the second factor
research, definitions of user interface quality, analysis to investigate the distinctions among
information quality, and security perception the dependent variables: information
were developed based on the review of theory satisfaction, relational benefit, and site
and research in information systems and other commitment. As shown in Appendix 3, factor
disciplines. Six items were selected for loadings for the three variables were greater
information quality, four items for user than 0.60 with no cross-construct loadings,
interface quality, and four items for security and the three observed factors accounted for
perception. For developing scales for site 64 percent of the total variance.
awareness, information satisfaction, relational Internal consistency reliability is a
benefit, and site commitment, we used the statement about the stability of individual
current marketing and service marketing measurement items across replications from
literature. Four items were selected for site the same source of information. The
22
Cronbach alpha coefficient was used to assess H5, H6, H7 and H8 examine the factors
reliability of the measures (Straub, 1989). As affecting relational benefit. They are product
shown in Appendix 3, reliability coefficients information quality, service information
were acceptable for all constructs, ranging quality, security perception, and site
from 0.8687 for service information quality to awareness. To investigate the hypotheses,
0.6712 for relational benefit. While all the entering the variables in a single block, we
reliability figures were higher than 0.6, the found that 31 percent of the variance for
lowest acceptable limit for Cronbach's alpha relational benefit is explained by product
suggested by Hair et al. (1998), variables with information quality, service information
reliabilities lower than 0.8 deserve further quality, security perception, and site
refinement in future research. awareness (R2 = 31 percent,
F-value = 66.939, p < 0.001). At the 0.001
4.4 Hypothesis testing significance level, product information
H1, H2, H3 and H4 examine the factors quality, service information quality, and
affecting information satisfaction. They are security perception were significantly related
user interface quality, product information to relational benefit. Site awareness was also
quality, service information quality, and found to affect relational benefit at the 0.05
security perception. Entering the variables in significance level.
a single block, as shown in Table II, we found H9 and H10 examine the links between
that 39 percent of the variance in information both information satisfaction and relational
satisfaction is explained by user interface benefit and consumer's site commitment.

quality, product information quality, service The result in Table II shows that information
information quality, and security perception satisfaction and relational benefit explain 35
(R2 = 39 percent, F-value = 95.227, p < percent of the variance in site commitment
0.001). At the 0.001 significance level, user (R2 = 35 percent, F-value = 164.863,
interface quality and product information p < 0.001). At the 0.001 significance level,
quality were significantly related to information satisfaction and relational benefit
information satisfaction, while service were significantly related to site commitment.
information quality and security perception H11 examines the effect of site commitment
were found to affect information satisfaction on actual purchasing behavior. As shown in
at the 0.05 significance level. Table II, while site commitment was found to
Table II Results of hypotheses tests

Modela R2 Adj. R2 Std. û t-value VIF Hypothesis result
(1) Information satisfaction (INFSAT)
INFSAT = UIQ + PIQ + SIQ + SEC + " 0.390 0.386
UIQ 0.281 6.821b 1.658 H1 was supported
PIQ 0.297 7.360b 1.585 H2 was supported
SIQ 0.107 2.599c 1.667 H3 was supported
SEC 0.093 2.506c 1.336 H4 was supported
(2) Relational benefit (BENEF)
BENEF = PIQ + SIQ + SEC + SA + " 0.310 0.306
PIQ 0.213 5.298b 1.393 H5 was supported
SIQ 0.262 6.263b 1.506 H6 was supported
SEC 0.162 0.162b 1.364 H7 was supported
SA 0.107 0.107c 1.153 H8 was supported
(3) Commitment (COMMIT)
COMMIT = INFSAT + BENEF + " 0.355 0.353
INFSAT 0.448 12.469b 1.199 H9 was supported
BENEF 0.251 6.975b 1.199 H10 was supported
(4) Purchasing behavior (PB) 0.046 0.044
PB = COMMIT + " 0.214 5.231b ± H11 was supported
a
Notes: INFSAT = information satisfaction; BENEF = relational benefit; COMMIT = site commitment;
PB = purchasing behavior; UIQ = interface quality; PIQ = product information quality; SIQ = service information
quality; SEC = security perception; SA = site awareness; b p < 0.001; c p < 0.05
23
influence consumers' purchasing behavior when both they and the mediators are
significantly (F-value = 27.364, p < 0.001), included.
4.6 percent of the variation in purchase The results shown in Table III clearly
behavior is explained by the site commitment support the notion that information
(R2 = 4.6 percent). satisfaction and relational benefit variables
mediate the effect of user interface quality,
4.5 Tests on mediating effect product and service information quality, site
According to Kenny (2001), the following awareness, and security perception on site
three conditions must hold to support the commitment.
mediating effect of a construct (see also Baron
and Kenny, 1986):
(1) The independent variable must have a
5. Discussion
significant association with the dependent
variable. We found that a consumer's commitment to
(2) The independent variable must have a an online store is highly related to information
significant association with the mediator. satisfaction and relational benefit. At the same
(3) When both the independent variable and time, information satisfaction and relational
the mediator variable are included as benefit are significantly affected by product
predictors, the mediator must have a and service information quality, user interface
significant effect on the dependent
quality, and security perception. These results

variable. imply that information of an online store is an
Complete mediation is supported when the important factor that affects each consumer's
beta coefficient for the independent variable site loyalty and purchase behavior.
in condition 1 is significant, and the same We investigated the differential effect of
coefficient in condition 3 is not. Otherwise product information and service information
(still assuming all three conditions hold), on both information satisfaction and
partial mediation is supported (Baron and relational benefit. Information satisfaction is
Kenny, 1986; Kenny, 2001). In Table III, we affected more strongly by product
report the results of the tests for mediation. information quality ( = 0.297, p < 0.001)
The columns labeled (1), (2), (3) and (4) than by service information quality ( = 0.107,
correspond to conditions 1-3. Mediation is p < 0.001). Conversely, relational benefit is
indicated when all the beta coefficients, in more strongly related to service information
column (1), (2) and (3) are significant and the quality ( = 0.262, p < 0.001) than to product
beta coefficients of mediators in column (4) information quality ( = 0.213, p < 0.001).
are also significant. To assess the strength of These results may reflect the consumers'
the mediation, column (4) reports the beta different perceptual weights to the
coefficients for the independent variables information contents that online retailers
Table III Testing the mediation effect of information satisfaction and relational benefit
(1) (2) (3) (4)
IV ! COMMIT
IV ! INFSAT IV ! BENEF IV ! COMMIT (mediator included)
Std. û t-value Std. û t-value Std. û t-value Std. û t-value
Independent variablesa (IV)
UIQ 0.281 6.821b N/A N/A 0.121 2.719b ±0.019 ±0.422
PIQ 0.297 7.360b 0.213 5.298b 0.111 2.549b ±0.012 ±0.290
SIQ 0.107 2.599c 0.262 6.263b 0.241 5.432b 0.178 4.240b
SEC 0.093 2.506c 0.162 4.070b 0.151 3.756b 0.099 2.616c
SA N/A N/A 0.107 2.915c 0.129 3.477b 0.087 2.500c
Mediatorsa
INFSAT 0.363 8.832b
BENEF 0.154 3.873b
Notes: a INFSAT = information satisfaction; BENEF = relational benefit; COMMIT = site commitment;
quality; SEC = security perception; SA = site awareness; b p < 0.001; c p < 0.05
24
provide. That is, in searching and purchasing, shopping site was validated to be an
product information quality is a critical important factor determining consumers' site
feature that affects the consumer. It is loyalty and decision-making in terms of
consistent with the prior discussion that the whether or not they will shop at the store.
key benefit of electronic commerce is This emphasizes the importance of product
screened information, which enables information quality and user interface design
consumers to reduce the costs of information in the online shopping site development.
search and processing (Bakos, 1991; Alba et Other attributes of an online store were also
al., 1997). Besides, consumers seem to found to influence a consumer's perceived
consider service information quality as a more relational benefits from online shopping.
important factor in assessing the relational Service information quality was found to be
benefit of electronic commerce in terms of the most important factor among them.
reducing the transaction cost and risk. Although our findings provide meaningful
The results show that information implications for online stores, our study has
satisfaction and relational benefit are the several limitations. First, the use of self-
significant factors affecting a consumer's site reported scales to measure both independent
commitment in an online shopping context. and dependent variables suggests the
This result is consistent with the prior possibility of a common method bias for the
research on commitment in the service results. Second, since, although our model
context, which identifies satisfaction, trust, considers online store attributes as factors
and relational benefits as antecedents of affecting consumer purchase behavior, since

commitment (Garbarino and Johnson, 1999). other factors such as price and promotion
Moreover, information satisfaction has a (e.g. loyalty program, price discount rate)
stronger effect on commitment, thus this were not included, we cannot explain the
result points out the important role of effect of price sensitivity and loyalty program
information satisfaction to building consumer on consumer purchase behavior with our
commitment in an online shopping context model. Third, although this study has been
relative to the real world service. conducted at the individual level of analysis,
The result of the mediation testing shows our sample data was collected from the
that the perception of shopping store customer-base of only three companies. So
attributes has an indirect effect on site we may not exclude the possibility that the
commitment, as mediated by information lack of organizational variance may have
satisfaction and relational benefit. A affected our result.
consumer's perception of an online store's For future research, it is worthwhile
attributes leads differently to information focusing on the differences in consumer
specific evaluation and relationship oriented behavior according to product diversification
evaluation so that both play a significant role and breadth of service domain. Moreover it is
in enhancing each consumer's commitment also worthwhile to conduct a comparative
to the online store. research on the differences of consumer
behavior between off-line stores and online
stores. Further study should also be
6. Conclusion and limitations conducted on consumers' relational behavior,
and the differential effect of trust,
We developed and empirically validated a commitment, and information satisfaction on
model of consumers' relational purchasing purchasing behavior between relationship-
behavior in an online shopping context. The oriented customers and transaction-oriented
key affecting factors of user interface quality, customers in an online shopping context.
product and service information quality, According to Garbarino and Johnson's study
security perception and site awareness were (1999) of a nonprofit theater company, there
found to have significant effects on are significant differences in trust and
consumer's site commitment. Furthermore, commitment for customers with relational
we investigated whether information behaviors, compared with customers with
satisfaction and relational benefit play a more transactional patterns of exchange.
significant mediating role on consumers' Since some differences exist between the real
relationship purchasing behavior. In an online world and the online context, the differential
shopping context, the information feature of a and interaction effects of consumers'
25
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Appendix 1
Table AI Definitions and references of key constructs
Constructs Definition References
User interface quality Customer perception of degree to convenience Szymanski and Hise (2000)
and user friendliness in using a Web site system Griffith et al. (2001)
Product information quality Customer perception of the quality of information Wang and Strong (1996)
about product that is provided by a Web site Delone and McLean (1992)
(relevancy, recency, sufficiency, understandability, Bailey and Pearson (1983)
consistency, playfulness)
Service information quality Customer perception of the quality of information Wang and Strong (1996)
about service that is provided by the Web site Delone and McLean (1992)
(relevancy, recency, sufficiency, understandability, Bailey and Pearson (1983)
consistency, playfulness)
Security perception Customer perceptions about the ability of an Bailey and Pearson (1983)
online store's controlling and safeguarding of
transaction data from misappropriation or
unauthorized alteration
Site awareness The customer's ability to recognize or recall that a Aaker (1991)
site is a member of a certain service category
Information satisfaction Emotional response to the experience provided by Westbrook (1983)
the overall information service
Relational benefit Benefit customers receive from long-term Gwinner et al. (1998)
relationships above and beyond core service
performance
Site commitment An enduring desire to maintain a valued Moorman et al. (1992)
relationship with the site
27
Appendix 2
Table AII Measurements of instrument of key constructs
Cronbach
Construct Items (anchors: strongly disagree/strongly agree) alpha
Independent variables
User interface quality 1. This site is convenient to search for a book 0.7306
2. This site is convenient to order a book
3. This site is easy to navigate wanted pages
4. This site is user friendly
Product information quality 1. This site provides up-to-date book information 0.8342
2. This site provides sufficient book information
3. This site presents book information easy to understand
4. The book information is consistent
5. The book information is playful
6. The book information is relevant
Service information quality 1. This site provides up-to-date service information 0.8687
2. This site provides sufficient service information
3. This site presents service information easy to understand
4. The service information is consistent

5. The service information is playful
6. The service information is relevant
Site awareness 1. Neighbors know this site very well 0.7049

2. This site is very famous as an Internet bookstore
3. This site is known through the advertising media (TV, newspaper,
Internet, etc.)
Security perception 1. My private information is managed securely on this site 0.7569

2. I am sure that payment information will be protected in this site
3. This site provides detailed information about security
4. I am afraid that my private information will be used in an
unwanted manner (R)
Mediators and dependent variable Variables

Information satisfaction 1. I am satisfied with the information service of this site compared
to other shopping sites
2. Information service of this site satisfies my expectations 0.7952
3. I am satisfied with the overall information service of this site
Relational benefit 1. At this site, I am able to reduce the time to purchase wanted
books
2. At this site, I am able to reduce efforts to purchase wanted books
3. At this site, I am able to purchase wanted books that are hard to
purchase at other stores
4. I will receive credible customer service from this site 0.6712
Site commitment 1. I will not change my book shopping site in the future 0.8600
2. I will continuously purchase books at this site in the future
3. I will recommend this site to other people
4. I will visit this site first when I want to buy books
Purchasing behavior Please mark the frequency of book purchase at this site in a year N/A
28
Appendix 3
Table III Construct validity and reliability of measures
Item to Variance
Item Factor total Cronbach explained Cumulative
Construct label Eigenvalue loading correlation alpha percentage percentage
Independent variables
Interface quality UIQ1 2.219 0.588 0.501 0.7306 10.1 10.1
UIQ2 0.605 0.503
UIQ3 0.706 0.540
UIQ4 0.739 0.540
Product information PIQ1 3.455 0.541 0.458 0.8342 15.7 25.8

quality PIQ2 0.804 0.711
PIQ3 0.723 0.673
PIQ4 0.668 0.630
PIQ5 0.655 0.553
PIQ6 0.712 0.623
Service information SIQ1 3.710 0.745 0.671 0.8687 16.9 42.7

quality SIQ2 0.763 0.676
SIQ3 0.759 0.679

SIQ4 0.741 0.719
SIQ5 0.622 0.581
SIQ6 0.703 0.679
Security perception SEC1 2.124 0.760 0.616 0.7049 9.7 52.0

SEC2 0.783 0.627
SEC3 0.752 0.534
Site awareness SP1 1.978 0.785 0.540 0.7569 9.0 61.0

SP2 0.827 0.572
SP3 0.685 0.458
Mediators and dependent variable

Information satisfaction INFSAT1 2.176 0.822 0.636 0.7952 19.8 19.8
INFSAT2 0.754 0.659
INFSAT3 0.789 0.653
Relational benefit BENEF1 2.089 0.700 0.431 0.6712 26.1 45.9

BENEF2 0.749 0.497
BENEF3 0.671 0.435
BENEF4 0.604 0.461
Site commitment COMMIT1 2.869 0.854 0.744 0.8600 19.0 63.9

COMMIT2 0.823 0.727
COMMIT3 0.733 0.664
COMMIT4 0.748 0.700
Notes: INFSAT = information satisfaction; BENEF = relational benefit; COMMIT = site commitment;
quality; SEC = security perception; SA = site awareness
29
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2. Literature review advertising and sales events that attract

Hise, 2000). According to Lohse and Spiller's uncluttered, and easy-to-navigate.

products, they make decisions mainly with relational benefit.

Figure 1 Research model

relational benefit is defined as ``the benefit H7. There is a positive relationship

risk reduction, minimization of information

evaluation of the online store's information

Self-employed 16 2.7 was assessed by principal component factor

satisfaction is explained by user interface benefit and consumer's site commitment.

Table II Results of hypotheses tests

quality, and security perception. These results

and relational benefits as antecedents of affecting consumer purchase behavior, since

evaluation ± e.g. satisfaction, trust, and catalogs'', International Journal of Electronic

pp. 7-23. Web'', International Journal of Electronic

Sheth, J.N. and Parvatiyar, A. (1995), ``Relationship Further reading

4. The service information is consistent

Site awareness 1. Neighbors know this site very well 0.7049

Security perception 1. My private information is managed securely on this site 0.7569

Mediators and dependent variable Variables

Product information PIQ1 3.455 0.541 0.458 0.8342 15.7 25.8

Service information SIQ1 3.710 0.745 0.671 0.8687 16.9 42.7

SIQ3 0.759 0.679

Security perception SEC1 2.124 0.760 0.616 0.7049 9.7 52.0

Site awareness SP1 1.978 0.785 0.540 0.7569 9.0 61.0

Mediators and dependent variable

Relational benefit BENEF1 2.089 0.700 0.431 0.6712 26.1 45.9

Site commitment COMMIT1 2.869 0.854 0.744 0.8600 19.0 63.9

Intention Identification 1-4. [Crossref]

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