How to Increase Online Shopping?

This study tries to delineate the antecedents of website visits and actual purchases. It proposes and finds that website-specific factors and seller-specific factors have different impact on website visit and purchase frequency. In doing it utilizes an idea of how the conceptualization of the experience of simply browsing a website and making actual purchases might be an outcome of how abstractly of concretely one thinks about that experience. To explain this phenomenon the study builds on the rationalization of the effect of website characteristics and purchase decision based on construal level theory which postulates that people make different mental representations of an event or experience based on how much that event of experience is psychological proximal. Through hierarchical regression analysis, it has been shown that website visit frequency and purchase have different predictors and this can be explained through construal level theory.