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The IUP Journal of Marketing Management
The Impact of Website Designing Factors on Online Purchase Intention: Evidence from Fashion Brands
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This is the age of advertisement. Advertisement is considered a more effective tool for commercial success even in e-markets. The purpose of this study is to explain how website designing factors work and how they attract the customers. Website designing factors influence the online purchase intention in fashion brands, especially women-centric brands. To conduct this study on online shopping, advertisement convenience sampling method has been used and the total sample size was 384. The data has been analyzed using the research technique PLS-SEM. The results of the study show that some website designing factors like Interactivity, Security and Information Quality are valuable methods to attract the customers, generating awareness among the customers, besides providing information to the viewers. However, at times, website designing is unsuccessful in building the perception of the viewers for purchasing the product. The findings of the study are especially relevant to those situations where the marketers are planning to launch their products and also where it is expected that the commercials will be viewed only once. Further, the study is limited to fashion brands and can be expanded to other brands.

 
 
 

The Internet has become an important part of human life. It has become a familiar place for people to converse with others, do bank dealings, shop online and so on (Leu et al., 2004). Especially, the online marketing applications utilized by the companies and the online shopping trends have gained popularity worldwide, providing many advantages for both the companies and the consumers. Online shopping has many advantages and hence its popularity (Brown and Duguid, 2017). Electronic web-based shopping systems are fast replacing conventional, face-to-face systems.

Online shopping is growing rapidly, even though not as pervasively as expected. Consumers browse brands on electronic and web-based media. Thus, online shopping influences the consumers’ feelings, attitudes and moods towards buying. Online purchase has become more flexible and convenient. However, this is also much riskier than brick- and-mortar shopping. In an online shopping context, atmospherics are subsumed in the computer boundary. So far little is known about how this crossing point affects consumers’ purchase intention.

 
 
 

Marketing Management,Website Design Factors, Risk Perception, Navigation (N),Visual Representation (VR), Theoretical Framework .