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Abstract
The objective of this study was to investigate the differences of demographic variables on e-service quality and perceived value in private online shopping clubs. How demographics differ in service quality and perceived value in private online shopping club was the research question, and the hypotheses were developed based on this question. The questionnaire contained three parts as the questions regarding online shopping behavior, demographic questions, and the constructs of E-S-QUAL, and perceived value. The survey was administered to a random sample of 280 college students by the technique of face-to-face survey. Findings showed that there was no significant gender difference on e-service quality and perceived value, however age and the length of private online shopping had significant differences on e-service quality and perceived value. Income level had no significant difference on e-service quality whereas it had a significant difference on perceived value. This study was unique and original since there were no studies found in the literature that showed the effects of demographic differences on service quality and value in private online shopping clubs, particularly regarding generational age differences in terms of Generation Y and Generation Z.