Abstract:

The fundamental issue of on-line shopping is how to attract and win over consumer to engage in on-line purchasing. In recent years, studies have focus on the controllable marketing factors referred to as Wed experience factors as determinants that may influence consumers purchasing behaviour. The objective of this study is to make a contribution by empricially examining the Web experience factors that may influence the consumers to perform on-line purchasing, and evaluating the Web experience factors among those consumers. Data was collected using survey. A component-based Structural equation modeling known as partial least squares is used to test the predictive relationships. Also a series of t-test is conducted to examine the mean differences of Web experience factors between consumers that have purchased on-line with those that have never purchase on-line. Results indicate that Web experience factors are salient in predicting consumers’ on-line purchasing behaviour, particularly the marketing mix factor and interactivity factors. Comparison of the two groups indicated that consumers that have performed on-line purchasing perceived high level of Web experience factors. Thus, consumers Web experience factors play important roles in the consumers’ responses to on-line purchasing behaviour, and thus organizations need to consider these factors if they decide to sell their products or sevices online.