Comparison of the two groups indicated that consumers that have performed on-line buying perceived excessive stage of Web experience components. We performed a between-participant experimental study using a comfort sample of school college students. A total of 206 members supplied usable responses for structural equation modeling evaluation. The outcomes showed that the level of IIT and EA positively affected buying enjoyment as well as decreased perceived danger toward the net retailer. In turn, buying enjoyment and perceived risk considerably influenced the consumers’ attitude toward the web retailer, as hypothesized. The findings of the examine counsel that e-commerce business for online attire retailers may repeatedly have to develop richer IIT options to meet consumers’ demand and secure consumers’ loyalty.

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