BEHAVIOR IN CYBERSPACE

This book demonstrates website and user characteristics as important variables predicting purchase intention, affect and word of mouth and the mediating role of website satisfaction. Website and user characteristics comprised information and entertainment profiles of users and websites. Users and websites were categorized into four categories of information and entertainment. Data were collected online (801 participants) as well as offline (253 participants) and analyzed using multivariate statistical techniques. Results revealed significant main effects of users and website characteristics on website satisfaction, purchase intention, affect and word of mouth. Interaction effects were obtained for offline method but not for the online method. The results indicated that in offline method, website satisfaction and word of mouth of the users were highest when users were given respective category of websites. Analyses revealed partial mediating effect of website satisfaction.