indirect paths were compared SN appeared to be the second most important factor

Indirect paths were compared sn appeared to be the

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indirect paths, were compared, SN appeared to be the second most important factor influencing purchase intention on the Internet. Thus, interdependence between belief constructs results in enhanced information in the explanatory power of each belief construct in TPB. The findings suggest that online retailers should mainly focus their marketing strategies on the stregnthening of the brand image of both products and web vendors.
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The results also show that perception of an online store environment (e.g., color, layout) had a strong direct effect on shopping enjoyment, shopping involvement, and desire to stay and strong indirect effect on patronage intention towards an online store. These results confirm previous empirical findings for bricks-and-mortar environments showing that shopping enjoyment, engagement in the shopping activity, and approach responses are influenced by positive perceptions of store environment (Donovan and Rossiter, 1982; Swinyard, 1993). Shopping enjoyment, created by level of IIT and store environment perception, positively influenced the desire to stay on the Web site which is consistent with previous research (Eroglu et al., 2003; Fiore et al., 2005a; Forsythe and Bailey, 1996; Menon and Kahn, 2002). The results also illustrate that shopping involvement, created by the level of IIT and store environment perception, had a positive impact on both desire to stay and patronage intention towards the retailer. These results confirmed previous findings for involvement with a shopping mall context (Wakefield and Baker, 1998).
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MEASUREMENT OF LATENT CONSTRUCT CONSTRUCTS SECURITY S1 S2 PURCHASE INTENTION PI1 PI2 PROMO/OFFERINGS PO1 PO2 CONVENIENCE C1 SITE REVISIT SR1 OVERALL EXPERIENCE OE1
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TS ITEMS I FEEL SAFE WITH MY TRANSACTIONS IN THE ONLINE SHOP I TRUST THE ONLINE SHOP WILL NOT MISUSE MY INFORMATION I ALWAYS CHECK ON THE ONLINE SHOP WITHOUT THE INTENTION OF BUYING I ONLY CHECK THE ONLINE SHOP WHEN I NEED TO BUY SOMETHING. THE WEBSITE OFFERS DISCOUNTS OR FREE SHIPPING THE WEBSITE HAS LOWER PRICES THAN OFFLINE STORES. I SAVE MORE TIME WHEN I SHOP ONLINE. I WILL REVISIT THE ONLINE SHOP IN THE FUTURE. OVERALL, MY PURCHASE EXPERIENCE IN THIS SHOP IS EXCELLENT
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