The impact of website quality on customer satisfaction and purchase intentions: Evidence from Chinese online visitors

Billy Bai, Chun Hung Roberts Law, Ivan Wen

Research output: Journal article publicationJournal articleAcademic researchpeer-review

411 Citations (Scopus)


With the increasing popularity of online shopping and being the most populated country in the world, China is one of the major online markets now and is likely to become the largest market in the future. In the academic literature, website quality has generally been recognized as a critical step to drive business online. As such, numerous studies have been devoted to website quality and evaluations. Research efforts are, however, in need of understanding the use of websites in regards to online customers' behavior, especially Chinese customers. This study developed and empirically tested a conceptual model of the impact of website quality on customer satisfaction and purchase intentions. Results indicated that website quality has a direct and positive impact on customer satisfaction, and that customer satisfaction has a direct and positive impact on purchase intentions. While the influence of website quality on purchase intentions exists, customer satisfaction does significantly mediate this effect. Drawing on the empirical findings, managerial implications and recommendations for future research are offered.
Original languageEnglish
Pages (from-to)391-402
Number of pages12
JournalInternational Journal of Hospitality Management
Issue number3
Publication statusPublished - 1 Sep 2008


  • Chinese online visitors
  • Customer satisfaction
  • Purchase intentions
  • Website quality

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Strategy and Management

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