Online Purchase Intentions in E-Commerce

This investigation studied online customer services (e-commerce) from perceived technology attributes including: sensing control (PC), perceived enjoyment (PE), perceived reliability (PR), perceptual speed (PS), perceived ease of use (PEOU) on consumer chat satisfaction (SAT) for consumer purchase intention (BI) and found significantly correlated. Internet is the vehicle for e-commerce. The findings of this study also have implications to understanding the pattern of technology that technology obsession distorts the true intentions of technology users. The revelation of the differences is critical to further understand the impact of culture on technology. When consumers discover customer service chat, customer's service need to make consumers feel contented during the chat so they can control the customer's feelings about the product or the services. Secondly, during the online chatting, customer's services make consumers feel pleasant and interesting experience during the whole passageway. Finally, there is need to provide the best service to the consumers in terms of speed in the shortest possible time. In this way, sellers can generate the satisfaction to complete the purchase in the online store in a more effective manner. In addition, study shows that online stores need to manage technical aspects of the problem to foster a satisfying experience for customers. Conclusions show that live chat is very important communication tool that allows consumers and sellers to face and solve problems faster and helps customers to swiftly complete their buying process with effective service.