Investigating the Satisfaction of e-store Content and its Association with the Amounts of Online Purchasing

Journal Article

Saleh, Dr. Mahmoud . 2016

• نوع عمل المنشور: Paper
• المجلة \ الصحيفة: The Journal of American Academy of Business
• رقم العدد: 2
• رقم الإصدار السنوي: 21
• الصفحات: 167-174

مستخلص المنشور

 
This paper is aimed at achieving two goals. The first goal is to identify to which extent consumers are satisfied with the e-store-website content and the amounts of their online purchasing. The second goal is to investigate the association of consumers’ satisfaction of e-store-website content with the amounts of online purchasing. The study was conducted on a convenience sample of 293 consumers in Saudi-Arabian market. Data were collected through a questionnaire contained four measures of consumers’ satisfaction of the e-store-website content, and a measure of amounts online purchasing. The findings revealed significant associations of consumers’ trust in the website information; their appreciation of the website’s customer support; and their evaluation of the product variety as independent variables with their amounts of online purchasing as a dependent variable. Differences have been found in consumers’ amounts of online purchasing between the groups of consumers’ trust in information; appreciation of customer support, and evaluation of the product variety on the e-store-websites, but not between the consumer groups in considering the company information on the website. Based on the research findings, marketers are recommended to pay high attention when developing their website contents as a competitive arena in the e-business world; providing the consumers with the trusted and credible information and support that help them in making online purchase decisions.