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Electronic service quality in online shopping and risk reduction strategies

Electronic service quality in online shopping and risk reduction strategies Purpose – The purpose of this paper is to investigate risk reduction strategies in online shopping through the perspective of buyer’s trust. Design/methodology/approach – An explanatory research approach is adopted to identify cause‐and‐effect relationships between e‐quality and customers’ loyalty, satisfaction and trust. This approach is accomplished through field research, which is based on a structured questionnaire that utilizes the E‐S‐QUAL tool, which is a multiple‐item general scale for measuring electronic service quality. The sample is consisted of 92 e‐buyers (consumers). Findings – The field research revealed that three e‐quality dimensions, namely, ease of use, customization and assurance, e‐scape and responsiveness, have significant positive effects on e‐loyalty and e‐satisfaction. Regarding e‐trust, only customization and assurance exerts a significant positive effect. Research limitations/implications – The field research provides in‐depth understanding of relationships among e‐loyalty, e‐satisfaction and e‐trust. The majority of the respondents are young people living in Athens, Greece, highly educated, with a relative low monthly income. Originality/value – This study investigates how trust is affecting the consumers’ engagement to e‐commerce, suggesting the appropriate security that should be taken to mitigate perceived risks. Reviewing security measures can help reduce risks of an e‐company and simultaneously enforce the level of trust and customers' intentions to buy. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Systems and Information Technology Emerald Publishing

Electronic service quality in online shopping and risk reduction strategies

Journal of Systems and Information Technology , Volume 16 (3): 17 – Aug 5, 2014

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Publisher
Emerald Publishing
Copyright
Copyright © 2014 Emerald Group Publishing Limited. All rights reserved.
ISSN
1328-7265
DOI
10.1108/JSIT-01-2014-0008
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to investigate risk reduction strategies in online shopping through the perspective of buyer’s trust. Design/methodology/approach – An explanatory research approach is adopted to identify cause‐and‐effect relationships between e‐quality and customers’ loyalty, satisfaction and trust. This approach is accomplished through field research, which is based on a structured questionnaire that utilizes the E‐S‐QUAL tool, which is a multiple‐item general scale for measuring electronic service quality. The sample is consisted of 92 e‐buyers (consumers). Findings – The field research revealed that three e‐quality dimensions, namely, ease of use, customization and assurance, e‐scape and responsiveness, have significant positive effects on e‐loyalty and e‐satisfaction. Regarding e‐trust, only customization and assurance exerts a significant positive effect. Research limitations/implications – The field research provides in‐depth understanding of relationships among e‐loyalty, e‐satisfaction and e‐trust. The majority of the respondents are young people living in Athens, Greece, highly educated, with a relative low monthly income. Originality/value – This study investigates how trust is affecting the consumers’ engagement to e‐commerce, suggesting the appropriate security that should be taken to mitigate perceived risks. Reviewing security measures can help reduce risks of an e‐company and simultaneously enforce the level of trust and customers' intentions to buy.

Journal

Journal of Systems and Information TechnologyEmerald Publishing

Published: Aug 5, 2014

Keywords: Online shopping; E‐Commerce; E‐Trust; Risk reduction

References