Web site customer orientations, Web site quality, and purchase intentions: The role of Web site personality |
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Authors: | Amit Poddar Yujie Wei |
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Institution: | a Georgia College and State University, United States b Georgia State University, United States c University of West Georgia, United States |
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Abstract: | This research extends the concept of salesperson customer orientation to Internet marketing by conceptualizing and studying the effects of Web site customer orientation on perceived Web site quality and consumer behavior. This research also adapts the concept of brand/store personality to Internet marketing by investigating the effects of Web site personality on perceived Web site quality and consumer purchase intention. The model is tested on apparel Web sites using data from multiple sources. Implications of managing Web site personality and Web site customer orientation are discussed. |
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Keywords: | Internet Customer orientation Web site personality Web site quality Purchase intentions |
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