Understanding the Beliefs and Intentions in Search and Purchase Functions in an E-Commerce Web Site

Many e-commerce Web sites provide multiple functions, such as a product search function, an online purchase function, an order tracking function, and for downloadable software products, a product delivery function. It is important to assess how perceptions of a peripheral function affect perceptions of the core purchase function that locks in revenue. In this study, we examine how the search function of an e-commerce site affects its purchase function. Further, we categorize research on function-based analysis into three progressive stages, depending on whether behavioral intention and beliefs are considered for separate functions and whether these concepts are related across functions. Based on purchase decision process, goal-oriented and experiential behaviors, and task-dependency process, we hypothesize that each search construct has a direct effect on its corresponding purchase construct. A survey supports the hypothesis. An excellent search function can increase purchase intention, and ultimately contribute to the revenue of e-commerce sites.