Title: Website characteristics, user characteristics and purchase intention: mediating role of website satisfaction

Authors: Asmita Shukla, Narendra K. Sharma, Sanjeev Swami

Addresses: Department of Humanities and Social Sciences, Indian Institute of Technology, Kanpur-208016, India. ' Department of Industrial and Management Engineering, Indian Institute of Technology, Kanpur-208016, India. ' Department of Management, Faculty of Social Sciences, DEI Agra-282005, India

Abstract: Present research examines the mediation effects of website satisfaction on the relationship between website and user characteristics, and purchase intention. The website and user characteristics are presented in terms of their information and entertainment properties (i.e., profiles). The results reveal that website satisfaction mediates the relationship between purchase intention and website characteristics. The relevant characteristics of the website are informativeness, organisation of information elements, entertainment properties and organisation of entertainment elements. The significant mediating effect of website satisfaction is also obtained for the relationship between purchase intention and a user characteristic, namely, information seeking tendency.

Keywords: entertainment profile; information profile; users; website characteristics; user characteristics; purchase intention; website satisfaction; internet websites.

DOI: 10.1504/IJIMA.2010.032479

International Journal of Internet Marketing and Advertising, 2010 Vol.6 No.2, pp.142 - 167

Available online: 03 Apr 2010 *

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