Examining online consumers' behavior: A service-oriented view

Jaeki Song, Jeff Baker, Sangno Lee, James C. Wetherbe

Research output: Contribution to journalArticlepeer-review

44 Scopus citations


Retailers' websites are an important interface between retailers and their customers. The various features and elements that retailers include on their websites play a critical role in attracting customers and ensuring their satisfaction with the online shopping process. By conducting a three-phased study, we identify how the elements of a website shape customers' salient beliefs. These salient beliefs, in turn, determine the level of customers' satisfaction with the website. This study provides both theoretical insights into the beliefs of online shoppers and practical insights for retail website operators. Specifically, we argue that when retail websites are constructed to include several specific elements that appeal to the key salient beliefs of information quality, service quality, and system quality, retailers will increase customers' satisfaction with the online shopping process.

Original languageEnglish
Pages (from-to)221-231
Number of pages11
JournalInternational Journal of Information Management
Issue number3
StatePublished - Jun 2012


  • Customer satisfaction
  • Salient beliefs
  • Service quality
  • Structural equation modeling
  • Web elements
  • e-Commerce


Dive into the research topics of 'Examining online consumers' behavior: A service-oriented view'. Together they form a unique fingerprint.

Cite this