Testing media richness theory to explain consumers' intentions of buying online

The results show that the consumer's Web experience has a positive and significant effect on the perceived richness of the online store and that the perceived risk related to the use of the Online Store has a negative and significant impact on the customer's trust in and attitude towards the online Store.

Abstract

The objective of this study is to empirically test a conceptual framework designed to validate media richness theory in explaining consumers' intentions of buying online. An online survey was carried out and data from 749 consumers was collected and analyzed to test the proposed hypotheses. The results provide empirical support for media richness theory in a commercial context and show that the perceived richness of the online store, the perceived trust in the online store, the perceived risk related to the use of the online store and the consumer's Web experience, gender and income have a significant effect on the consumer's intention to buy online. Moreover, the results show that the consumer's Web experience has a positive and significant effect on the perceived richness of the online store and that the perceived risk related to the use of the online store has a negative and significant effect on the consumer's trust in and attitude towards the online store. Theoretical and managerial implications of the findings and avenues for future research are also discussed.