This study, based on a study of attitudes, behaviors, and assessments of 1,514 consumers, including those both with and without experience with online shopping, details our structural equation model (SEM) that associates a measure of purchase intention with four key factors underlying perceptions of the Web shopping experience. In addition, using a simulation tool developed for use with the SEM, one can measure the sensitivity of purchase intention to each the four factors as well as their underlying components.

• In This Study
  • Methodology
    • Primary Research Used for Hypothesis Testing
    • Isolating the "Final Four" Factors
    • Figure: Likelihood to Purchase Online: The Final Four Factors
    • Table: Likelihood to Purchase Online: SEM Factor Components
• Situation Overview
  • Factors That Influence Likelihood to Purchase via the Web
    • All Respondents
    • Figure: Factor Influence over Likelihood to Purchase Online: All Respondents
    • Table: Importance of Factor Component Influence over Likelihood to Purchase Online: All Respondents
    • Respondents Highly Likely to Purchase via the Internet
    • Figure: Factor Influence over Likelihood to Purchase Online: Those Highly Likely to Purchase
    • Table: Importance of Factor Component Influence over Likelihood to Purchase Online: Those Highly Likely to Purchase
    • Respondents Unlikely to Purchase via the Internet
    • Figure: Factor Influence over Likelihood to Purchase Online: Those Unlikely to Purchase
    • Table: Importance of Factor Component Influence over Likelihood to Purchase Online: Those Not Likely to Purchase
• Future Outlook
  • Capturing the Willing: Key Findings for the Highly Likely to Purchase
  • Figure: Effect of Convenience on Likelihood to Purchase Online: Those Highly Likely to Purchase
  • Converting the Uninitiated: Key Findings for the Unlikely to Purchase
  • Figure: Effect of Comfort on Likelihood to Purchase Online: Those Unlikely to Purchase
• Essential Guidance
• Learn More
  • Related Research
  • Synopsis