Literature Review: Website Quality and Purchasing Decisions of Buyers

This literature review delves into the significant relationship between website quality and consumer purchasing decisions, specifically within the context of e-commerce platforms like ASOS and ZARA. It explores various quality factors, including unique content, expertise, accessibility, usability, and optimization, and how these elements influence consumer behavior. The review highlights how website quality directly impacts buying decisions, influencing consumer satisfaction and purchase intention. It examines the role of website design, information quality, and ease of use in shaping consumer attitudes and behaviors, ultimately leading to increased sales and profitability. Furthermore, the review emphasizes the importance of understanding consumer needs and preferences to create websites that drive repeat purchases and foster customer loyalty. The analysis draws on multiple research papers to support the arguments and provides a comprehensive understanding of the topic.

Literature Review: The
Relationship Between Quality
of Website and Purchasing
Decision

TABLE OF CONTENTS
LITERATURE REVIEW................................................................................................................1
Different quality factors of ASOS and ZARA websites.............................................................1
Quality of websites influences buying decisions for ASOS and ZARA.....................................2
Quality factors lead to consumer satisfaction.............................................................................3
Relationship between quality of website and purchase intention of buyers...............................4
REFERENCES................................................................................................................................5

LITERATURE REVIEW
Different quality factors of ASOS and ZARA websites
As per the opinion of Flanagin and et. al., (2014), in regard to succeed in online business
for long term, company is required to develop effective quality websites which attracts
consumers to purchase goods. However, whether individual is running news blog, content driven
website or an e-commerce store it is significant for each and every individual to develop
effective design and quality websites which fulfils needs of the customers. It should be easy to
handle and thus it will further help in positively responding the needs of clients. However, Kim
and Lennon (2013) argued that quality website will help in growing both in terms of loyal
followers but also in terms of trust that helps in increasing number of visitors to the website.
High quality websites does not only require good content but there are several other factors such
as accessibility, optimization, usability, design, trust, information quality etc. which needs to be
involved order to improve website quality. Following are different factors such as-
 Unique content- It is essential for the businesses to adopt unique content as compared to
other websites so that it helps in attracting large number of customers as stated by Chiu
and et. al., (2014). Thus, providing unique information about products it assists the
consumers to make purchase decision.
 Expertise- As per the view Cheung and Thadani (2012), content is produced by experts
and thus it requires effective research and experience. For instance, ASOS and ZARA are
retail fashion businesses and thus their websites involves lot of information regarding
clothing and fashionable products therefore, company is required to appoint expertise
people so that they can give professional advice for the website and maintain its quality.
 Accessibility- Moreover, a high quality website can be accessed with every computer
device such as tablet, mobile and laptop. Thus, such users should not identify any
usability issues so that websites can be easily accessed.
 Usability- Liu, Li and Hu (2013), noted that users can easily navigate websites and thus
it should be user friendly to deliver best information about available products and its
related information such as price, competitor's price, product quality etc.
 Optimization- It is another crucial quality factor undertaken by the organizations to
develop their websites. Optimizing websites for search engine has many benefits but it is
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crucial for the firm to optimize websites and help the users to provide information
whenever they search information related to fashion or clothing trends in market as per
Hsu, Chang and Chen (2012).
Quality of websites influences buying decisions for ASOS and ZARA
As per the opinion of Shin and et. al., (2013), website quality can be evaluated on the
basis of how well the website provides assistance to consumers with their shopping experience.
It is essential for the customers to evaluate websites' information quality so that its content can be
informative in regard to influence buyers to make purchase decision. Also navigation of websites
should be easier so that it helps in informing the users regarding different areas and information
contained within website and the way it helps in achieving results. Organizations are required to
make the appearance of websites attractive so that individual can be influenced towards website
and thus make purchase decision. It helps in increasing sales and profitability of the company.
Furthermore, Chen and Teng (2013), viewed that there are eight categories in which the websites
are analysed such as navigation, communication, ease of use, visual impact, individual impact,
finding information, useful content, external integration and communication. All these factors
needs to be considered by retail organizations at the time of developing the website so that it
looks attractive to consumers and helps them in making decisions.
According to the Cheng and Huang (2013), implementing the theory of reasoned action
as it helps individuals to develop beliefs that influences attitudes and thus turn customer’s
intention and behaviour towards purchasing products. Also, it can be assessed that usefulness,
ease of use and quality information helps in influencing consumer’s behaviour to make repeat
purchase with the help of websites. Chang and Tseng (2013) stated that dimensions of visual
appeal, innovativeness and flow of emotional appeal helps in developing consumer’s attention
and appeal to enhance purchasing decision of the individuals.
Manylagbor (2011), suggested that quality website helps in providing information to
consumers regarding different factors such as system quality, information quality, user
satisfaction etc. It has been noticed that all these factors assists the consumers to identify the
information quality which influences usage and user satisfaction to attain desired results.
Furthermore, it can be assessed that developing effective website quality with appropriate
information and features assists in enhancing customer usage so that purchasing decisions can be
improved by the clients. Thus, it is essential for the company to influence consumers by
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providing them with best quality products or services in order to satisfy the needs of consumers.
With the help of attractive websites, it assists businesses to influence individuals towards the
firm and thus enhance sales of products and services.
Quality factors lead to consumer satisfaction
According to the opinion of Flanagin and et. al., (2014), it is stated that customers play a
significant role in the organizational success. Therefore, it is essential for the company to adopt
different strategies that are required to be obtained to maintain consumer satisfaction and thus it
will ultimately helps in enhancing the sales and profitability of firm in the market. Organizations
operating its business in different retail industries such as fashion and clothing are required to
involve best quality features within their products and thus it should be displayed attractively
upon websites which will help in improving customer satisfaction so that desired objectives can
be obtained. However, Kim and Lennon (2013), argued that developing quality of websites
assists in enhancing business opportunities and thus large number of customers can be attracted.
Also, it is significant for the firm to deliver best quality products or services so that maximum
satisfaction can be attained. Hence, quality factors play a crucial role to lead firm towards
consumer satisfaction.
As stated that Chiu and et. al., (2014), it is essential for the organisation to undertake
effective quality factors within their website and thus develop it efficiently so that consumer
needs and preferences can be satisfied. It also helps in attaining maximum satisfaction in relation
to enhance sales and profitability of the firm. Consumers are always aiming to obtain maximum
satisfaction from products or services which they purchase. Hence, company is required to
maintain their policies and procedures regarding product quality so that desired goals can be
attained. Also, firm obtain reviews from customers regarding improvement in quality which
assists in enhancing consumer satisfaction. However, Cheung and Thadani (2012), noticed that
satisfaction of clients helps the organization in increasing repeat purchase and thus it brings
desired outcomes in an effective way. Therefore, it is essential for businesses to obtain client’s
feedback to review their requirements and thus attain satisfaction. Thus, customer satisfaction
assists in enhancing sales and profitability of firm in the marketplace.
Relationship between quality of website and purchase intention of buyers
As per the opinion of Liu, Li and Hu (2013), there is effective relationship between
website quality and purchase intention of buyers so that sales and profitability of firm can be
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enhanced. There is a relationship between qualities of website as it influences the buyers to
develop purchase intention and enhance sales and profitability of firm. It is significant for the
organisation to develop attractive website which involves different features to make customer
satisfied. Through developing effective website it helps consumers to make purchase intention
and thus buy goods so that sales and profitability of firm can be enhanced. However, Shin and et.
al., (2013), argued that buying behaviour of client’s can be identified through their purchasing
habits and thus it further identifies that best quality goods can be delivered to consumers and
attain desired targets. For instance, if the website quality is not appropriate that it will fail to
attract consumers towards organisation and thus it will decrease its sales up to great extent.
Chen and Teng (2013), noticed that websites helps in providing best information to
consumers so that they can enhance customers' viability and attract them towards firm. It also
helps in enhancing brand value of firm in the market. With the help of proper relationship being
developed between website quality and customer satisfaction it influences people to purchase
products or services and attain desired goals.
Chang and Tseng (2013), examined that individual possess trust and relation between
purchase intention and enhancing sales within firm. Thus, it is essential for the organisation to
develop its website effectively to attract clients towards the firm and thus achieve desired
satisfaction. Also, it is crucial for the enterprise to clarify that perceived value functions and
quality helps in developing relationship between perceived trust and purchase intention to
develop effective relationship with each other and attain desired results. Thus, it is essential for
the organization develop effective relationship so that trust and confidence can be developed
among clients and businesses regarding product quality so that sales and profitability of firm can
be obtained.
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REFERENCES
Books and Journals
Chang, E.C. and Tseng, Y.F., 2013. Research note: E-store image, perceived value and perceived
risk. Journal of Business Research. 66(7). pp.864-870.
Chen, M.Y. and Teng, C.I., 2013. A comprehensive model of the effects of online store image on
purchase intention in an e-commerce environment.Electronic Commerce Research. 13(1).
pp.1-23.
Cheng, H.H. and Huang, S.W., 2013. Exploring antecedents and consequence of online group-
buying intention: An extended perspective on theory of planned behavior. International
Journal of Information Management. 33(1). pp.185-198.
Cheung, C.M. and Thadani, D.R., 2012. The impact of electronic word-of-mouth
communication: A literature analysis and integrative model. Decision Support Systems.
54(1). pp.461-470.
Chiu, C.M. and et. al., 2014. Understanding customers' repeat purchase intentions in B2C e‐
commerce: the roles of utilitarian value, hedonic value and perceived risk. Information
Systems Journal. 24(1). pp.85-114.
Flanagin, A.J. and et. al., 2014. Mitigating risk in ecommerce transactions: perceptions of
information credibility and the role of user-generated ratings in product quality and
purchase intention. Electronic Commerce Research. 14(1). pp.1-23.
Hsu, C.L., Chang, K.C. and Chen, M.C., 2012. The impact of website quality on customer
satisfaction and purchase intention: perceived playfulness and perceived flow as
mediators. Information Systems and e-Business Management.10(4). pp.549-570.
Kim, J. and Lennon, S.J., 2013. Effects of reputation and website quality on online consumers'
emotion, perceived risk and purchase intention: Based on the stimulus-organism-response
model. Journal of Research in Interactive Marketing. 7(1). pp.33-56.
Liu, Y., Li, H. and Hu, F., 2013. Website attributes in urging online impulse purchase: An
empirical investigation on consumer perceptions. Decision Support Systems. 55(3). pp.829-
837.
Shin, J.I. and et. al., 2013. The effect of site quality on repurchase intention in Internet shopping
through mediating variables: The case of university students in South Korea. International
Journal of Information Management. 33(3). pp.453-463.
Online
Manylagbor, J., 2011. The Relationship between Customer Satisfaction adn Service Quality: A
study of three Service sectors in Umea. [PDF]. Available through: <http://www.diva-
portal.org/smash/get/diva2:448657/fulltext02>. [Accessed on 9th June, 2016].
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