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Understanding Web Experience and Perceived Web Enjoyment as Antecedents of Online Purchase Intention

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  • Sarbjit Singh Bedi
  • Sukhwinder Kaur
  • Amit Kumar Lal

Abstract

The main purpose of this research article is to determine web experience and perceived web enjoyment as antecedents of online purchase intention. Exploratory factor analysis (EFA) was followed by two-stage structural equation modelling (SEM) to fit the data in the hypothesized model. The findings of the study reported that web experience of an online consumer is formed from website visual design, website interactivity, web privacy and web ease of navigation. This study also reported that perceived web enjoyment is partially mediating the relationship between web experience and the attitude of an online consumer. This study will help marketers to understand the importance of interactive web experience for online shoppers.

Suggested Citation

  • Sarbjit Singh Bedi & Sukhwinder Kaur & Amit Kumar Lal, 2017. "Understanding Web Experience and Perceived Web Enjoyment as Antecedents of Online Purchase Intention," Global Business Review, International Management Institute, vol. 18(2), pages 465-477, April.
    • Handle: RePEc:sae:globus:v:18:y:2017:i:2:p:465-477
    DOI: 10.1177/0972150916668614
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    References listed on IDEAS

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