Effect of Awareness and Website Quality on Customer’s Emotion, Purchase intention and Perceived risk

Although recent studies present a framework for success of online retailers, they were not successful in determining the role of internal factors of websites (i.e. scrolling, colors, and graphics) in customer’s decisions. Website quality is important, but it is only a sub category of performance of online retailers. Website quality, though important, represents only a subset of the criteria for evaluating an online and potential service provider. Other features of online retailers can play important roles in influencing customer response. This study considers external information (i.e. reputation) and internal information (i.e. website quality) as an influential driver of customer feedback on the website of high speed internet service providers in Iran. Structural equation modeling used to analyze the data. The findings suggest that security/privacy and reliability have a significant positive effect on reputation. Website design and customer service also have a significant and positive effect on customer positive emotions. In addition, it was found that security and reliability had a significant positive effect on the perceived risk and also positive emotions had a significant positive effect on purchase intention. Finally, perceived risk has a positive and significant effect on negative emotions.