To study the parallel mediation effect of consumer trust and consumer satisfaction between web interface features and consumer purchase intentions

Abstract

The paper aims to elucidate a comprehensive model explaining the parallel mediation effect of consumer trust and satisfaction between web interface features and consumer purchase intentions and how does it make a contribution towards e-retailers in a web shopping setting. With the help of an in depth literature analysis we discovered eight web interface features, i.e., site design, shopping convenience, transaction security, payment system, customer communication, delivery information, product information and special content information. Thus we attempted to discover the associations between web interface features, trust, satisfaction and consumer purchase intentions with the assistance of stimulus organism response model or S-O-R model. Five hundred online shoppers from National Capital Region have participated in the survey. In order to test the probable interrelationships amid web interface features, trust, satisfaction and purchase intentions we accomplished structural equation modelling with the help of analysis of moment structure (AMOS). The results explained that trust and satisfaction have parallel or simultaneous mediating effect between web interface features and purchase intentions.