Website Quality and Purchase Intention——A Hierarchical Formative PLS Approach
This paper focuses on the impacts of four dimensions of website quality on the overall website quality and the mediator role customer satisfaction played between overall website quality and purchase intention by collecting 264 questionnaires from internet users of dangdang. com,amazon. cn or 360 buy. com. Most research in this field employs multi-item measures conceptualized as reflective models. It suggests a hierarchical formative PLS approach for website quality. The findings indicate that website's entertainment and complement relationship are significant in predicting overall website quality; overall website quality has positive impacts on purchase intention by both directly and indirectly though satisfaction. The theoretical and practical implications of this study are also discussed in the end.
Based on the analysis of the case on Guangxi Mechanical-Electric Machinery Co.Ltd,it is found that the original sales process was passive service.It doesn't have the element of creating values for customers proactively.In order to solve the problem,a new process with demand design as the core element is proposed.The new process becomes a strong force for improving the operating performance.