اهداف مشتری مداری وب سایت، کیفیت وب سایت و قصد خرید: نقش شخصیت وب سایتی

This research extends the concept of salesperson customer orientation to Internet marketing by conceptualizing and studying the effects of Web site customer orientation on perceived Web site quality and consumer behavior. This research also adapts the concept of brand/store personality to Internet marketing by investigating the effects of Web site personality on perceived Web site quality and consumer purchase intention. The model is tested on apparel Web sites using data from multiple sources. Implications of managing Web site personality and Web site customer orientation are discussed.

The Internet has had a profound impact on marketing. Most consumers are now comfortable buying goods online. To attract customers to visit and revisit their sites, online retailers attempt to build Web sites that meet customers' needs according to the customer's perspective. A wide variety of studies work to identify factors that could affect customers' purchase behavior on the Web (Schlosser et al., 2006 and Yoo and Donthu, 2001). This study uses the sales orientation–customer orientation framework and brand/store personality concepts to examine the potential effects of Web sites' customer orientation, quality, and personality on customers' behavioral intentions. Previous research reveals that the customer orientation of a salesperson (e.g., O'Hara et al., 1991) and the personality of brands and stores (e.g., Fournier, 1998) affect consumer behavior in traditional channels such as personal selling and retailing. This research attempts to extend the concept of customer orientation to Internet marketing by investigating the effects of Web site customer orientation on perceived Web site quality and consumer behavior. The impact of Web site customer orientation on purchase intentions likely is complementary with perceived Web site quality and personality. While prior research regarding brand personality focuses primarily on the dimensions of the brand personalities of consumer goods and services; this research extends the conceptualization and measurement of brand personality to an online context. Through modification, the store personality scale (D'Astous and Levesque, 2003) is applied to the online environment and thus forms a scale of Web site personality. Similarly, the proposed online version of the SOCO scale (Saxe and Weitz, 1982) modifies the customer orientation part of the scale for use in an online context.