Document Type : Original Research
Authors
PIRT, Superior University, Lahore, Pakistan
Abstract
The aim of this research is to examine the effects of online service level where have not been made by adopting the formative approach. Two main online dimensions i.e. pre-purchase and transaction related services are discussed in the electronics purchase process. Population of this study is the customers who made online transactions in electronics. A structured questionnaire was floated to 250 respondents and 150 emails were sent to the respondents in order to get primary data. Smart PLS and partial least square were used to estimate our model. Both transactional services and pre-purchase services are the major factors of navigation experiences and navigation experience affects the attitude to the web which ultimately affects the purchase intention. Pre-purchase services are not directly affecting the consumer attitudes during the online transactions process but improved navigation experience changes the consumer attitudes during the process. All the data analyzed was obtained from electronics industry of Pakistan.
Keywords
Main Subjects
Agarwal, R., & Venkatesh, V. (2002). Assessing a firm’s web presence: A heuristic evaluation procedure for the measurement of usability. Information Systems Research, 13(2), 168–186.
Al-Qirim, N. (2006). Personas of e-commerce adoption in small business in New Zealand. Journal of Electronic Commerce in Organizations, 4(3), 18–45.
Boshoff, Ch. (2007). A psychometric assessment of E-S-Qual: A scale to measure electronic service quality. Journal of Electronic Commerce Research, 8(1), 101–114.
Brohman, K., Parasuraman, A., Watson, R.T., & Piccoli, G .(2015). Internet-based customer service systems: What are they and when are they successful? In New meanings for marketing in a new millennium. pp.150–153.Springer International Publishing.
Bruhn, M., Georgi, D., & Hadwich,K. (2008). Customer equity management as formative second-order construct. Journal of Business Research, 61(12), 1292–1301.
Buil, I., Martínez, E., & De Chernatony, L. (2010). Medicion del valor de marca desde un enfoque formativo. Cuadernos de Gestion, 10 (special number), 167–196.
Cappel, J., & Huang, Z. (2007). A usability analysis of company websites. The Journal of Computer Information Systems, 48(1), 117–123.
Ha, H.Y., & Janda, S. (2014).The effect of customized information on online purchase intentions. Internet Research, 24(4), 496–519.
Hackman, K. (2006).Using the service encounter to facilitate regulatory change. Strategic Change, 15(3), 145–152.
Hair, J.F., Ringle, C.M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139–152.
Hair, J.F., Hult, G.T.M., Ringle, C.M., & Sarstedt, M. (2014). A primer on partial least squares structural equation modeling (PLS-SEM). Thousand Oaks, CA: Sage.
Hoekstra, J.C., Huizingh, E.K., Bijmolt, T.H., & Krawczyk, A.C. (2015). Providing information and enabling transactions: Which website function is more important for success? Journal of Electronic Commerce Research, 16(2).
Hung, S.Y., Chen, C.C., & Huang, N.H. (2014). An integrative approach to understanding customer satisfaction with e-service of online stores. Journal of Electronic Commerce Research, 15(1), 40–57.
Kiang, M.Y., & Shang, K.H.(2015). Online purchase decision and its implication on e-tailing strategies. In New meanings for marketing in a new millennium. pp. 212–217. Springer International Publishing. Kiran, K., & Diljit,S. (2012). Modeling web-based library service quality. Library & Information Science Research, 34(3), 184–196.
Küster, I., & Vila,N. (2011). Successful SME web design through consumer focus groups. International Journal of Quality & Reliability Management, 28(2), 132–154.
Lai, J.Y. (2014). E-SERVCON and E-commerce success: Applying the delone & Mclean model. Journal of Organizational and End User Computing, 26(3), 1–22.
Lederer, A.L., & Maupin, D.J. (2015). A World Wide Web primer for small business. Journal of Small Business Strategy, 8(2), 1–12.
Lee, Y., & Kwon, O. (2011). Intimacy, familiarity and continuance intention: An extended expectation–confirmation model in web-based services. Electronic Commerce Research and Applications, 10(3), 342–357.
Otim, S., & Grover, V. (2006). An empirical study on web-based services and customer loyalty. European Journal of Information Systems, 15, 527–541.
Peng, Z., Wang, J., He, K., & Tang, M. (2015,June).Web service customization based on service feature model. In IEEE international conference on services computing (SCC) (pp. 632–639).
Ringle, C.M., Wende, S., & Will, A. (2005). Smart PLS (beta). Hamburg: University of Hamburg.
Rodgers, W., Negash, S., & Suk, W. (2005). The moderating effect of online experience on the antecedents and consequences of online satisfaction. Psychology & Marketing, 22(4), 313–331.
Shankar, V., Urban, G., & Sultan, F. (2002). Online trust: A stake holder perspective, concepts implications, and future directions. The Journal of Strategic Information Systems, 11(34), 325–344.
Srinivasan, S., Anderson, R., & Ponnavolu, K. (2002). Customer loyalty in e-commerce: An exploration of its antecedents and consequences. Journal of Retailing, 78(1), 41–50.
Suh, T. (2005). Exploring a global pattern of e-business activities and strategic orientation. Journal of American Academy of Business, 6(1), 309–315.
Szymanski, D., & Hise,R. (2000). E-Satisfaction: An initial examination. Journal of Retailing, 76(3), 309–322.
Tamimi, N., Sebastianelli, R.,& Rajan,M. (2005).What do online customers value? Quality Progress, 38(7), 35–39.
Visinescu, L.L., Sidorova, A., Jones, M.C., & Prybutok, V.R. (2015). The influence of website dimensionality on customer experiences, perceptions and behavioral intentions: An exploration of 2D vs. 3D webdesign. Information &Management, 52(1), 1–17.
Yun, Z., & Good, L. (2007). Developing customer loyalty from e-tal store image attributes. Managing Service Quality, 17(1), 4–22.
Zeithaml, V., Parasuraman, A., & Malhotra, A. (2002). Service quality delivery through websites: A critical review of extant knowledge. Journal of the Academy of Marketing Science, 30(4), 362–374.
Zlqbal, R.V., & Baran, R. (2003). Understanding consumer choices and preferences in transaction-based e-services. Journal of Service Research, 6(1), 51–65.
Zhu, K., & Kraemer, K.L. (2002). E-Commerce metrics for net-enhanced organizations: Assessing the value of e-commerce for firm performance in the manufacturing sector. Information Systems Research, 13(3), 275–295.
)