Impact of Web Experience on e-Consumer Responses

Identifying the Web Experience components and understanding their role as inputs in the online customer’s decision-making process is the first step in developing and delivering an attractive online presence, likely to have the maximum impact on Internet users. Based on background literature, this study is focused on the effects of five web experience factors on virtual buying behaviour, specifically, on the choice of a virtual vendor. Additionally, in the model two user behavioural variables –motivation and experience – have been included in order to analyze their impact on web experience elements and, in consequence, on the choice of online vendors. An online consumer survey was held in a realistic virtual shopping environment. The main results of the empirical study show that four of the five web experience components analyzed (i.e., usability, trust-building, marketing mix, and aesthetics) have a positive and significant effect on the choice of e-vendor while interactivity does not have any significant effect in this choice. Experience is also an influential variable while buying motives do not substantially affect the online customer behaviour.