Abstract
The present paper investigates the role of web quality in consumer purchase experience by examining the relationship among usability, informative quality, interactive quality and users’ experiences. It also proposes a research framework to study the mediating role of web qualities on experiences of users. The collected data were analyzed using the multiple mediation model via PROCESS software (SPSS 22) to generalize the real impact of web quality on the overall experience of the users. By employing WEBQUAL instrument, the study demonstrates that escalation of users’ experience happens when an online shopping site works on their website’s quality as it has been found that the relationship among usability, interactive quality, informative quality and overall users’ experience are significant.
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