Sustainable Selection of High-Speed Internet Services: Affected by Internal and External Factors (Reputation and Quality)

although recent studies have provided a framework for determining factors helping online retailersʹ success, they have not been of much success in recognizing that customer decision-making process is mostly influenced by internal factors of the websites (e.g., navigation, color and graphics). Although website quality is important, it provides only a subset of the evaluation criteria of online and potential service provider. Other features of online retailers can play important roles in influencing customerʹs response. This study considers external (i.e. reputation) and internal information (i.e. quality of the website) as a stimulant affecting the customerʹs opinion about the website of companies offering broadband services in Iran. Structural equation modeling (SEM) was used for data analysis. The findings show that security and confidentiality have a significant and positive impact on reputation. Moreover, web design and customer services have a significant positive effect on positive emotions of the customers. In addition, we found that security and confidentiality have a significant positive effect on sensible risk, and positive emotions have a significant positive effect purchase intention. Finally, sensible risk has a positive impact on negative emotions.