Factors Influencing Web Customers’ Willingness to Engage in Online Shopping with an Internet Retailer

This study is an effort to identify and analyze the factors that could potentially influence web customers’ willingness to engage in online shopping with an Internet retailer. Using the primary data collected from a large sample of a web-based consumer survey, researchers developed a structural Equation model that embodied those factors that potentially influenced web customers’ willingness to engage in online shopping with an Internet retailer. Seven constructs were considered to study the effects of those factors on the web customers’ willingness to engage in online shopping with an Internet retailer, including quality of service, inertia to change, economic value, stress reduction, enjoyment in doing business, comfort level with website, and aesthetic appeal. The proposed model is largely supported and validated by several statistical measures and tests.