Web Experience Effects on Online Purchase Intention by Millennials on Retail Websites in Lima Metropolitan: An Application with Regression Analysis

Stephanie Matilde Briceño Yañez, Alexandra Cabezas Navarro, Hernán Talledo Flores

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

The current context shows an increase in the attraction to online purchases on retail websites. Hence, there is a change in the behavior of millennial users and the factors that seek their purchase intention. Therefore, the objective of this study is to analyze the effect of WE factors (usability, interactivity, trust and aesthetics) on the OPI of users on retail websites, specifically in the clothing category, in Lima Metropolitan. The study’s findings would aid retailers in designing more effective websites. From 486 questionnaires distributed to millennials in Lima Metropolitan, 400 effective responses were obtained. Likewise, non-probability sampling was used with a convenience sampling technique. The collected data was processed using SPSS. Cronbach’s Alpha was used to check the reliability of the scales. An exploratory factor analysis was performed for data reduction that allowed exploring the variables under study. Finally, a multiple linear regression was performed to determine the relationship structure between the variables. The results show that usability, interactivity, trust and aesthetics are the WE factors that positively and significantly affect online purchase intention in millennial users in Lima Metropolitan. 4 hypotheses were proposed which were fully accepted. This research shares relevant information about the effects of WE factors on OPI. It expands the knowledge regarding the importance of effective website design by integrating the most relevant factors such as usability, interactivity, trust and aesthetics to improve the WE.

Original languageEnglish
Title of host publicationSmart Innovation, Systems and Technologies
EditorsÁlvaro Rocha, Daniel Barredo, Paulo Carlos López-López, Iván Puentes-Rivera
PublisherSpringer Science and Business Media Deutschland GmbH
Pages435-445
Number of pages11
ISBN (Print)9789811657917
DOIs
StatePublished - 2022
Externally publishedYes
EventInternational Conference on Communication and Applied Technologies, ICOMTA 2021 - Bogotá, Colombia
Duration: 1 Sep 20213 Sep 2021

Publication series

NameSmart Innovation, Systems and Technologies
Volume259 SIST
ISSN (Print)2190-3018
ISSN (Electronic)2190-3026

Conference

ConferenceInternational Conference on Communication and Applied Technologies, ICOMTA 2021
Country/TerritoryColombia
CityBogotá
Period1/09/213/09/21

Keywords

  • Millennials
  • Online purchase intention
  • Online retail
  • Web experience

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