Asia Pacific Journal of Information Systems (APJIS)

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Past Issue

Date	December 2013
Vol. No.	Vol. 23 No. 4
DOI	http://dx.doi.org/10.14329/apjis.2013.23.4.085
Page	85~102
Title	Why Do Customers Purchase from a Website? Activity-based Web Presence Readiness Model
Author	Kyungwoo Kang, Yong Jin Kim, Seung Kyoon Shin
Keyword	E-commerce Readiness, Web Presence Readiness, Utility, Time Discount
Abstract	This study proposes a web presence readiness model based on pre-payment service functions and a post-payment service function both of which embrace the major concerns of customers in the online purchas-ing context. Based on the concept of customer utility the product itself and instrumental utility, the research model suggests four antecedents including, Perceived Economic Benefits, Product Search Support Quality, e-Shopping Method Diversity, and Post-Payment Support Quality. We empirically examined a proposed research model using data collected online rating company websites. Among the four antecedents, post payment support quality is found to be the most influential determinant of customer evaluation on e-commerce websites. Based on the empirical results, the current study proposes an alternate model of web presence readiness. The findings of this study may provide an insight to field practitioners designing commercial websites. The implications and future research directions are further discussed.