How customers respond to the assistive intent of an E-retailer?

Purpose – The purpose of this paper is to investigate how an E-retailer's assistive intent impacts the perceptions and behaviours of online shoppers. The paper introduces a model that explains and examines the process through which the perceived assistive intent of an E-retailer leads to improved patronage intentions towards the web site. Design/methodology/approach – A survey on the most recent e-purchase experiences of more than 600 individuals in North America was conducted. Structural equation modelling based on EQS 6.1 was used to assess the measurement and structural models. Findings – Results indicated that customers’ impressions of an E-retailer's assistive intent positively impact web site patronage intentions both directly and indirectly through two key constructs of e-shopping, including web site involvement and web site attitudes. Research limitations/implications – The student sample is not representative of the population. Students are familiar with internet and feel less need for assistance online. Another shortcoming might be its settings. Since the survey was on the respondents’ most recent online experiences, the data quality depends on the amount and accuracy of the information they could retrieve from memory. Practical implications – The findings suggest that E-retailers would highly benefit from investing in the development of an assistive image. To do so, E-retailers should leverage the interactive nature of the web and provide supportive tools that facilitate the e-shopping task of clients. Social implications – Developing impressions of the site's assistive intent is highly rewarding for E-retailers that are new to the business. Originality/value – This paper represents the first effort to link the newly developed construct of E-retailer's assistive intent to two fundamental variables of online shopping, including web site involvement and web site attitudes. This work would also be an extension of the past studies that call for further investigation of the link between customer orientation and customer's loyalty intentions.