Impact of perceived usability and perceived information quality on Indian consumer purchase intentions in online shopping: implication of TAM and S-O-R theory

Abstract

The purpose of this paper is to explicate a comprehensive model explaining the impact of perceived usability and perceived information quality on consumer purchase intentions and how does it contribute to trust and satisfaction towards an e-retailer in an online shopping context. Through an extensive literature review, we found two attributes of website personality that are constituents of perceived usability, i.e., shopping convenience and site design and four constituents of perceived information quality, i.e., customer communication, delivery, product value and special content information. Thus, we attempted to explore the relationships between perceived usability, perceived information quality, trust, satisfaction and purchase intentions with the help of technology acceptance model or TAM and stimulus organism response model or S-O-R model. In all, 500 Indian consumers online shoppers were surveyed to conduct the above research agenda by structural equation modelling. Perceived usability and perceived information quality had positive effect on satisfaction and trust. Trust and satisfaction had a positive effect on consumer purchase intentions. The paper theoretically extends the applicability TAM along with S-O-R model which will fill the gap in the current literature available. The paper additionally provides valuable information to online retailers so as to maximise customer satisfaction and trust and generate positive intentions to buy online.