The effect of online quality and perceived value on the intent to purchase online

Abstract

The online shopping environment is nowadays an established reality in which numerous stakeholders have invested. With the increasing popularity of the medium, a growth in the desire to know more about the potential such a medium has to offer, was also experienced. Therefore research took the centre stage. The content of this paper investigates the Intent to Purchase Online, by focussing on two potentially affecting variables, Online Quality and Perceived Value. Both Quality and Perceived Value have a long standing tradition in research dealing with services in the brick-and-mortar scenario. However the advent of the online environment with its different characteristics necessitated a redefinition of these two variables and the tools measuring them, making them more comprehensive of this innovation. The hypothesis that, as Online Quality and Perceived Value increase the Intention to purchase online is positively affected, is tested. A survey with specific tools measuring the independent and dependent variables was conducted amongst university students for this purpose. With a convenience sample of 200 respondents results confirmed that the two independent variables explain almost 12% of the intention to purchase online. The analysis of the relationship and the emerging implications to management are discussed in the paper in order to help grasp the construct better. In this way companies interested can improve online sales through a better understanding and management of the Intent to Purchase Online of their potential customers.