Impact of Electronic Service Quality on Purchase Intention in Online Shopping Towards Food Product of China
摘要：Electronic commerce can be distinct as buying and selling, marketing and servicing of goods and services via the computer networks. E-service quality is closely illustrated as a website facilitates, well-organized, effective shopping, purchasing and delivering of products and services. Online stores provide higher service quality to create online customer purchase intention, improve perceived value, trust, and customer satisfaction, and keep a lasting competitive advantage. Therefore, service quality has become an important factor in defining the success or failure of an online business. The main purpose of the study is to explaining the impact of e-service quality, perceived value, trust, customer satisfaction on purchase intention in both ways direct and indirect. We used the questionnaire method for data collection for the measurement of an instrument, and sample design was non-probability purposive of sample 1020 respondents. Participants were chosen using non-probability purposive sampling, which recognized personal information and ensured that there is no research prejudice because the data analysis is anonymous. Cronbach’s alpha was used to check the reliability through SPSS, confirmatory factor analysis（CFA） was used to measure the validity through AMOS software, structural equation model（SEM） was also used to check the model fitness. The results of this study indicated that e-service quality does not affect the on-line shopping purchase intention directly, but e-service quality has an indirectly significant positive effect through the mediation of perceived value, trust and customer satisfaction on purchase intention. This means that consumer purchase intention is not solely determined by the quality of the service, but also by other variables. Therefore, to enhance customer perceived value, trust, and customer satisfaction online stores should start improving the e-service quality to increase the purchase intention of customers. Before this study, this research area was mainly left untapped. In particular different from previous studies, the role of perceived value and trust is didn’t check together in online shopping of food products.
2017 4th International Conference on Manufacturing Engineering and Technology for Manufacturing Growth （METMG 2017）