The impact of electronic-service quality on online shopping behaviour

Abstract

Although online shopping has become the fastest-growing use of the Internet, research exploring the effects of electronic-service quality (e-SQ) on online shopping behaviour is not widely discussed. The purpose of this study is mainly to explore the influence of e-SQ on website brand equity and to further investigate that of brand equity on perceived risk and customer value. A structural equation model is developed to test the casual effects between those constructs. The empirical results show that (1) e-SQ has a significant positive effect on web brand equity; (2) website brand equity has a significant negative effect on perceived risk and has a significant positive effect on customer value; and (3) customer value has a significant positive effect on behavioural intention. The managerial implications for marketing managers and limitations are discussed.

Keywords:

• online shopping
• e-service quality
• website brand equity
• perceived risk
• customer value

Acknowledgement

Thanks to Jack O. Ranza for editing assistance.