African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4193

Full Length Research Paper

The effect of website quality on consumer emotional states and repurchases intention

Hsuan-Yu  Hsu1 and Hung Tai Tsou2*
1Department of Information Management, National Central University, Taiwan. 2Department of Global Marketing and Logistics, Ming Dao University, Taiwan.
Email: [email protected]

  •  Accepted: 28 April 2011
  •  Published: 04 August 2011


Although, website features can significantly affect consumers’ emotional responses, very little is known about how website quality predicts consumer emotions. Because of the increasing importance of online shopping, finding a successful method for inducing consumers’ repeat purchase intention is critical to the survival of online service providers. Using the stimulus-organism-response (S-O-R) paradigm as a theoretical framework, this study proposed a research model for examining the relationships among website quality, consumer emotions, and repurchase intention. The analytical results strongly supported the appropriateness of the research model. This study discussed the theoretical and managerial implications of these findings and offered directions for future research.


Key words: Website quality, consumer emotions, purchase intention, stimulus-organism-response (S-O-R) paradigm.