Date of Award
Doctor of Philosophy (PhD)
Dr. Angela Hausman
Dr. David Sturges
Dr. Michael S. Minor
Amid the storm of hype over Internet adoption, it is observed that during the past years, organizations have taken considerable interest in eagerly acquiring computer hardware and software to implement electronic commerce (e-commerce) applications mostly to the detriment of human aspects of the information technology (IT) solutions (Freemantle, 2002; Lockwood & Lamp, 2000). Various Internet technologies, mostly the Web, have been implemented to offer online goods and services. Many credible estimates suggest that Internet buying and selling will account for close to $2 trillion of annual economic activity by 2004 (Citrin et al., 2003; Fry, 2000). While the promise of the Internet has become a reality many businesses cannot afford to ignore, use of this medium for communication and information has not been matched by its equivalent use for shopping (Citrin et al., 2003). Most notable are Web design problems that frustrate consumers' online exchange activities (A. T. Kearney, 2000).
This study proposes that features incorporated in the design of Web site interfaces can affect consumer online behavioral intentions to purchase and revisit. The study draws upon theories and prior studies in the fields of management, consumer behavior, management information systems, and related disciplines to address the research question of whether and how Web site interface design features determine online consumers' perceptions, attitudes, flow experienced, and their online purchase and revisit intentions.
Using data from a sample of 266 online consumers, the “best fit” structural model was selected among three a priori structural models. Results of the study confirmed most of the relationships hypothesized in the research model. It was found that, indeed, different categories of interface features have different influence levels on consumers' perceptions. Whereas motivator factor was significantly related to the perceived informativeness, entertainment, and irritation; hygiene factor indicated significant relationships with only irritation. The study also found statistically significant support for the relationships between most of the perceptual variables and perceived usefulness of the site as well attitude toward the site. The role of flow experienced in determining purchase and revisit intentions received statistically significant support. Overall, the results of this study provide important insights into the online consumer experience, with implications for academic research and e-commerce systems design.
University of Texas-Pan American