Web usability and the mediating effect of persuasion towards online purchase

The propulsion of the business world into the new era of Information Communication Technology (ICT) has placed Internet marketing websites in the limelight, playing an important role in reaching specific focus groups comprising users who vary in many aspects. Having looked at some aspects pertaining...

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Main Author:	Robert Jeyakumar Plamel Nathan
Format:	Thesis
Language:	English English
Published:	2015
Subjects:	HF5546-5548.6 Office management
Online Access:	https://eprints.ums.edu.my/id/eprint/39413/1/24%20PAGES.pdf https://eprints.ums.edu.my/id/eprint/39413/2/FULLTEXT.pdf
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id	my-ums-ep.39413
record_format	uketd_dc
spelling	my-ums-ep.394132024-08-05T02:21:53Z Web usability and the mediating effect of persuasion towards online purchase 2015 Robert Jeyakumar Plamel Nathan HF5546-5548.6 Office management The propulsion of the business world into the new era of Information Communication Technology (ICT) has placed Internet marketing websites in the limelight, playing an important role in reaching specific focus groups comprising users who vary in many aspects. Having looked at some aspects pertaining to the usability of Internet marketing websites, and the challenges associated with good website designs incorporating usability factors, there is evidently a research gap in the understanding of the perceptions of Students Internet Users (SIUs) on Web usability and how this affects their online buying behaviour. General Internet-based studies have proposed web usability guidelines for all Internet users without focusing on a particular market segment, contrary to the science of marketing that advocates businesses to target, segment and position their products for their intended customers. Hence, this research is set forth to investigate the role of usability, design, credibility and persuasion to the purchase intention of SIUs towards Internet marketing websites from the perspective of SIUs from 24 industries of interest. Empirical results via Partial Least Square Structured Equation Modelling (PLS-SEM) revealed that all research variables were found to significantly contribute towards SIU’s purchase intention towards websites from 24 industry categories. Industry is found to be a moderator, while ‘Persuasion’ is proven to have a strong mediation effect in the research framework. This research bridged existing gaps in empirical Internet marketing research devoid of a specific target market segment. The finding also addresses the gap in theory by including persuasion to the equation. In TAM Model, persuasion mediates the relationship between the “perceived ease of use” and “behavioural intention to use”. As for ELM, the finding helps to extents the ELM model by linking “Persuasion Outcome” to purchase intention. Further, some research and practical implications are provided on specific guidelines for cyberpreneurs and technopreneurs in the design and presentation of usable and highly marketable websites to reach the market segment comprising SIUs who make up a formidable bulk of the millennials affected by online purchasing. Research limitations and direction for future research are also discussed. 2015 Thesis https://eprints.ums.edu.my/id/eprint/39413/ https://eprints.ums.edu.my/id/eprint/39413/1/24%20PAGES.pdf text en public https://eprints.ums.edu.my/id/eprint/39413/2/FULLTEXT.pdf text en validuser dphil doctoral Universiti Malaysia Sabah Fakulti Kewangan Antarabangsa Labuan
institution	Universiti Malaysia Sabah
collection	UMS Institutional Repository
language	English English
topic	HF5546-5548.6 Office management
spellingShingle	HF5546-5548.6 Office management Robert Jeyakumar Plamel Nathan Web usability and the mediating effect of persuasion towards online purchase
description	The propulsion of the business world into the new era of Information Communication Technology (ICT) has placed Internet marketing websites in the limelight, playing an important role in reaching specific focus groups comprising users who vary in many aspects. Having looked at some aspects pertaining to the usability of Internet marketing websites, and the challenges associated with good website designs incorporating usability factors, there is evidently a research gap in the understanding of the perceptions of Students Internet Users (SIUs) on Web usability and how this affects their online buying behaviour. General Internet-based studies have proposed web usability guidelines for all Internet users without focusing on a particular market segment, contrary to the science of marketing that advocates businesses to target, segment and position their products for their intended customers. Hence, this research is set forth to investigate the role of usability, design, credibility and persuasion to the purchase intention of SIUs towards Internet marketing websites from the perspective of SIUs from 24 industries of interest. Empirical results via Partial Least Square Structured Equation Modelling (PLS-SEM) revealed that all research variables were found to significantly contribute towards SIU’s purchase intention towards websites from 24 industry categories. Industry is found to be a moderator, while ‘Persuasion’ is proven to have a strong mediation effect in the research framework. This research bridged existing gaps in empirical Internet marketing research devoid of a specific target market segment. The finding also addresses the gap in theory by including persuasion to the equation. In TAM Model, persuasion mediates the relationship between the “perceived ease of use” and “behavioural intention to use”. As for ELM, the finding helps to extents the ELM model by linking “Persuasion Outcome” to purchase intention. Further, some research and practical implications are provided on specific guidelines for cyberpreneurs and technopreneurs in the design and presentation of usable and highly marketable websites to reach the market segment comprising SIUs who make up a formidable bulk of the millennials affected by online purchasing. Research limitations and direction for future research are also discussed.
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Robert Jeyakumar Plamel Nathan
author_facet	Robert Jeyakumar Plamel Nathan
author_sort	Robert Jeyakumar Plamel Nathan
title	Web usability and the mediating effect of persuasion towards online purchase
title_short	Web usability and the mediating effect of persuasion towards online purchase
title_full	Web usability and the mediating effect of persuasion towards online purchase
title_fullStr	Web usability and the mediating effect of persuasion towards online purchase
title_full_unstemmed	Web usability and the mediating effect of persuasion towards online purchase
title_sort	web usability and the mediating effect of persuasion towards online purchase
granting_institution	Universiti Malaysia Sabah
granting_department	Fakulti Kewangan Antarabangsa Labuan
publishDate	2015
url	https://eprints.ums.edu.my/id/eprint/39413/1/24%20PAGES.pdf https://eprints.ums.edu.my/id/eprint/39413/2/FULLTEXT.pdf
_version_	1811770507239882752

Web usability and the mediating effect of persuasion towards online purchase

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