Online purchasing: the role of web experience factors

• Main Authors: Salleh, Noor Akma Mohd, Che Ha, Norbani, Kitchen, Philip J., Any, Amrul Asraf Mohd
• Format: Article
• Published: Inderscience 2019
• Subjects: HF Commerce
• Online Access: http://eprints.um.edu.my/23549/; https://doi.org/10.1504/IJEMR.2019.100701

This paper examines the effect of web experience factors such as usability, interactivity, trust and aesthetics derived from flow theory on purchasing intention. From 360 questionnaires distributed, 300 responses were gathered. Using logistic regression analysis, results indicate that usability, int...