The Relationship between Web Site Image and the Online Consumer's Satisfaction: A Psychology Perspective

摘要

In order to boost online sales, the online store managers need to give their best effort to enhance their customers' perceived satisfaction. The main objective of this study is to examine the relationship between the website image and consumers' satisfaction. In addition, the context of consumers' satisfaction is discussed. Through surveys, the current study found that web site image has a significant effect on the purchasing satisfaction of consumers. The factors that affected the consumers' satisfaction includes: safe purchasing, shopping convenience, and vendor reliability. Limitations, future research, and practical implications conclude in the article.