The Impact of a Company Website and Its Perceived Quality on the Buying Intention in B2B-Settings

The importance of the company website as a customer touchpoint and the influence of its perceived quality on buying intention in a B2B-setting was investigated in real life online setting. The quantitative study shows the greatest benefit of the company website at the initial phases of the customer journey. The perceived quality of the website influences visitors' buying intention with a medium to strong effect size. The overall impression of the website is the most important, interactivity the least important factor for the perception of website quality.