Electronic Commerce Research

, Volume 13, Issue 1, pp 1–23 | Cite as

A comprehensive model of the effects of online store image on purchase intention in an e-commerce environment

  • Ming-Yi ChenEmail author
  • Ching-I Teng


The aim of this study is to identify structural relationships between aspects of online store image and purchase intention. Responses from 211 website visitors were analyzed using structural equation modeling (SEM) to examine the research hypotheses. The results demonstrated that enjoyment and familiarity are predictors of ease-of-use and settlement performance, respectively. Settlement performance and usefulness are positively related to purchase intention. The results provide some suggestions for online store owners to help them arrange budget priorities for website design. Moreover, it is important to manage image familiarity for an online store through image-enhancing techniques, such as advertising and publicity.


Online store image Purchase intention Structural equation modeling Technology acceptance model Usefulness Settlement performance 


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© Springer Science+Business Media New York 2013

Authors and Affiliations

  1. 1.Department of Marketing, College of ManagementNational Chung Hsing University, TaiwanTaichungTaiwan
  2. 2.Graduate Institute of Business and Management & Department of Industrial and Business Management, College of ManagementChang Gung University, TaiwanGueishan ShiangTaiwan

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