Structural equation modeling (SEM) is the most
applied methodology. Most of the studies tested models
and only 10 studies included neither mediating nor moderating
variables. This explains the choice of the researchers
to use SEM as an analytical approach. It can be also
concluded that model development and model testing is
highly common in the online marketing literature studying
the effects of website characteristics on online consumer
intentions, actual and impulse purchase, and attitude.
Regression analysis follows SEM as one of the most
used methodologies. The other widely used analytical
approach is ANOVA.