Conceptualization and assessment of E-service quality for luxury brands

ABSTRACT

Designed as a two-part study, the current study systematically evaluates the e-service quality performance of luxury fashion websites (Study 1) and investigates actual shoppers’ perceptions and evaluations of the e-service quality of luxury fashion websites and their influence on e-satisfaction and e-loyalty (Study 2). This study further examines the moderating role of luxury online shoppers’ income levels in the relationship among perceptions and evaluations of e-service quality, e-satisfaction, and e-loyalty. The results of the study confirm a preliminary stage of e-commerce development for luxury fashion websites, revealing a large gap between online and offline experiences. The comprehensive e-service attributes identified and empirically tested in the study will be useful to both academic researchers and industry practitioners not only for assessing current e-service quality, but also identifying specific areas for improvement.

抽象

本研究由兩部分組成，研究一系統地評估奢侈時尚網站的電子服務質量表現，研究二調查了實際購物者對奢侈時尚網站的電子服務質量及其對電子滿意度和電子忠誠度的影響的認知和評價。該研究結果證實了奢侈時尚網站電子商務發展的初步階段，揭示了線上和線下體驗之間的巨大差距。該研究進一步顯示了奢侈品在線購物者收入水平在電子服務質量，電子滿意度和電子忠誠度的感知和評價之間的關係中的調節作用。在研究中確定和實證驗證的綜合電子服務屬性將對學術研究人員和行業從業者提供巨大的幫助，不僅可用於評估當前的電子服務質量，還可用於確定具體領域的改進。

KEYWORDS:

• E-service quality
• E-satisfaction
• E-loyalty
• luxury fashion brands
• luxury shoppers

關鍵字:

• E-滿意; 電子服務質量;E-忠誠度; 奢侈品購物者; 奢侈時尚品牌

Disclosure statement

No potential conflict of interest was reported by the authors.

Notes

1 Percent agreement: total number of agreement/total items coded.

2 Significant paths kept: from transaction to e-satisfaction, from personalization to e-loyalty, from product presentation to e-satisfaction, from graphic style to e-loyalty, and from e-satisfaction to e-loyalty.