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Article
Publication date: 2 July 2021

Phil Longstreet, Stoney Brooks, Mauricio Featherman and Eleanor Loiacono

The purpose of this paper is to determine which design and operational attributes of e-commerce websites consumers use to assess website quality. Cue utilization theory is…

Abstract

Purpose

The purpose of this paper is to determine which design and operational attributes of e-commerce websites consumers use to assess website quality. Cue utilization theory is used to examine the explanatory power, robustness and relevance of the WebQual model. Results indicate which WebQual dimensions are the most relevant and salient to website users. These dimensions are categorized by their perceived and confidence values. A second study is conducted about how website users evaluate and utilize the WebQual dimensions.

Design/methodology/approach

Survey methodology was utilized to provide insight into the nomological validity of the WebQual model by examining it through a cue utilization lens.

Findings

The first study categorizes the WebQual dimensions on their ability to provide a diagnostic measure of website quality, and consumer confidence in their ability to use these cues when judging the website's overall quality. The second study presents results of each dimension in relation to the quality evaluation of an actual e-commerce website. Additional analysis also revealed gender differences in cue utilization.

Originality/value

This study provided insight into WebQual-based research and identified original differences in cue utilization across genders. Results suggest that it may be beneficial for brand managers to focus on a subset of quality dimensions, rather than assume that consumers are comfortable using all website attributes to formulate quality judgments. These, results contribute to multiple literatures by providing a model that developers can utilize to focus on the deterministic characteristics of overall website quality. Further, the cue utilization perspective provides additional avenues for fruitful further research into consumer decision-making in the e-commerce context.

Details

Information Technology & People, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-3845

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Article
Publication date: 7 August 2017

Fei Liu, Bo Xiao, Eric T.K. Lim and Chee-Wee Tan

The purpose of this paper is to advance product appeal and website appeal as focal psychological mechanisms that can be invoked by business-to-consumer e-commerce sites to…

Abstract

Purpose

The purpose of this paper is to advance product appeal and website appeal as focal psychological mechanisms that can be invoked by business-to-consumer e-commerce sites to mitigate problems of information asymmetry via signaling to bolster consumers’ purchase intention under the influence of trust.

Design/methodology/approach

Survey approach was employed to validate the research model.

Findings

Website appeal partially mediates the positive effect of product appeal on consumers’ purchase intention. Trust in e-commerce sites not only increases purchase intention directly, but it also reinforces the positive relationship between website appeal and purchase intention while attenuating the positive relationship between product appeal and purchase intention. Service content quality, search delivery quality, and enjoyment are confirmed as positive antecedents of website appeal whereas diagnosticity and justifiability are established as positive antecedents of product appeal.

Research limitations/implications

This study not only delineates product and website appeal as complementary drivers of consumer purchase on e-commerce sites, but it also derives five signals that aid in bolstering both product and website appeal. Trust is revealed to exert a moderating influence on the impact of product and website appeal on purchase intention.

Practical implications

Practitioners should prioritize their resource allocation to enhance qualities most pertinent to product and website appeal. E-commerce sites should offer product-oriented functionalities to facilitate product diagnosticity and reassure consumers of their purchase decisions.

Originality/value

This study distinguishes between product and website appeal as well as between their respective antecedents. It also uncovers how trust can alter the effects of both website and product appeal on consumers’ purchase intention.

Details

Internet Research, vol. 27 no. 4
Type: Research Article
ISSN: 1066-2243

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Article
Publication date: 1 June 2015

Gajendra Sharma and Wang Lijuan

– The purpose of this paper is to investigate service quality of e-commerce Websites in online platform and their contribution on e-business promotion.

Abstract

Purpose

The purpose of this paper is to investigate service quality of e-commerce Websites in online platform and their contribution on e-business promotion.

Design/methodology/approach

The online survey was performed on a survey portal provided by Nepal Telecom in Nepal.

Findings

The findings of this study suggest that information quality and online service quality were the key determinants for user satisfaction and sustainability of e-commerce technology.

Research limitations/implications

Research opportunities of web services and e-commerce area are fruitful and important for both academics and practitioners.

Practical implications

The findings on online service quality of e-commerce technology will be useful for current management practice such as making business policies and strategies and sharing information to managers and organization leaders. This study can be used for e-commerce Website operators wishing to enhance the competitiveness of their Websites in the highly competitive online market.

Originality/value

E-commerce is considered an excellent alternative for individuals and companies to reach new customers. Service quality delivery through Internet is an essential strategy to success, more important than price and web presence. The e-commerce Website has been identified as having a significant impact on business activities in solving the geographical problem. A number of performance problems have been observed for e-commerce Websites, and much work has gone into characterizing the performance of web-servers and Internet applications.

Details

The Electronic Library, vol. 33 no. 3
Type: Research Article
ISSN: 0264-0473

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Article
Publication date: 18 January 2016

Naveen Gudigantala, Pelin Bicen and Mike (Tae-in) Eom

This study aims to theorize and empirically examine the relationship between “purchase intention and conversion rate”, “website satisfaction and conversion rate” and…

Abstract

Purpose

This study aims to theorize and empirically examine the relationship between “purchase intention and conversion rate”, “website satisfaction and conversion rate” and “purchase intention and conversion rate”. E-Commerce conversion rate represents the percentage of visits to an e-tailer’s website that includes a purchase transaction. Despite the importance of conversion rates for e-tailers, prior research predominantly used purchase intention and website satisfaction as main dependent variables and implicitly assumed that these variables will influence the actual purchase.

Design/methodology/approach

Data on 85 US retail websites were used to test the hypotheses. The unit of the analysis is the online retail website. Regression analysis was used to perform the data analysis.

Findings

The results indicate that both purchase intention and website satisfaction positively influence conversion rates. It was also found that website satisfaction positively influences purchase intention.

Research limitations/implications

Only data from 85 US e-tailers from the top-100 US online retailers are used to test the hypotheses. Also, conversion rate is only one of the several important success metrics used by e-tailers.

Originality/value

This study not only examines antecedents of e-commerce conversion rates, but also theorizes and tests if there is a statistically significant relationship between “purchase intention and conversion rate” and “website satisfaction and conversion rate”. This is because, although previous studies used purchase intention and website satisfaction as main dependent variables and proxies for actual purchase behavior, they did not validate this relationship. This study shows that: there is a statistically significant relationship between “purchase intention and conversion rate” and “website satisfaction and conversion rate”, there is also a statistically significant relationship between “website satisfaction and purchase intention” and this study used firm-level data to theorize, measure and analyze the data, whereas prior literature used only individual-level data.

Details

Management Research Review, vol. 39 no. 1
Type: Research Article
ISSN: 2040-8269

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Article
Publication date: 22 January 2018

Alice P. Shemi and Chris Procter

The adoption of e-commerce in small and medium enterprises (SMEs) is a much researched topic in developed and developing nations. The application of mobile devices, and…

Abstract

Purpose

The adoption of e-commerce in small and medium enterprises (SMEs) is a much researched topic in developed and developing nations. The application of mobile devices, and social media networks (SMNs) such as Facebook has revolutionalised the e-commerce adoption process in SMEs. However, research into this area is still developing and there is a dearth of knowledge on how SMEs in developing countries enact and apply this phenomenon. The purpose of this paper is to explain how e-commerce entrepreneurship using SMN is conceptualised and applied in SMEs, and to highlight factors that influence this e-commerce innovation.

Design/methodology/approach

An interpretive and qualitative case study approach was adopted as a methodological foundation in a firm pseudo-named, myBot. The study employed the contextualism theory as a meta-theoretical framework to conceptualise and analyse the e-commerce entrepreneurship process in the firm. The study employed face-to-face semi-structured and unstructured interviews with the manager as primary means of obtaining in-depth information. Further information was obtained through website content analysis and document analysis of the firm’s reports and observations.

Findings

The results unearth a socially constructed feature of e-commerce entrepreneurship that draws from myBot’s manager’s innovative ability to use Facebook and e-mail to increase sales through its niche market. Factors that propelled e-commerce entrepreneurial activities using Facebook include trust, commitment and innovativeness.

Research limitations/implications

The revelation of this study may have changed due to the dynamic changes in the information and communication technology industry and how these are employed in a particular country and region of the world. Thus, results may not be generalised to other contexts. The study has a methodological limitation as it only had one informant who could respond to the study questions.

Practical implications

The study provides a practical application of using the contextualism theory to analyse e-commerce entrepreneurship in SMN.

Social implications

The application of e-commerce using SMNs such as Facebook widens the scope of tools that SMEs may use.

Originality/value

The study provides a theoretical lens into the understanding of an e-commerce entrepreneurship process using a contextualism theory. The paper showcases how e-commerce using Facebook can be portrayed in a developing country context.

Details

Journal of Small Business and Enterprise Development, vol. 25 no. 3
Type: Research Article
ISSN: 1462-6004

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Article
Publication date: 22 March 2019

Himanshu Sharma and Anu G. Aggarwal

With the growth in internet technology, the competition between the e-commerce firms has become fierce. This has forced these online vendors to consider customer-centric…

Abstract

Purpose

With the growth in internet technology, the competition between the e-commerce firms has become fierce. This has forced these online vendors to consider customer-centric strategies apart from the retail strategies for generating revenue. The purpose of this paper is to propose a structural model to study the interrelationship between a formative endogenous latent variable (LV), i.e. e-commerce success, and other LVs representing the customer-oriented success factors such as website service quality (WSQ), customer support system (CSS), personalization and electronic word-of-mouth (EWOM).

Design/methodology/approach

The authors develop a structural model to validate the determinants of electronic commerce success. Survey-based data obtained from 265 respondents are used to validate the model hypotheses. To analyze the data, partial least squares-structural equation modeling (PLS-SEM) is performed using smartPLS 2.0 software. The results on the interrelationships between the constructs are determined using path analysis.

Findings

The data analysis results infer the impact of these success factors on e-commerce success systems. After applying bootstrapping technique, the authors observed that WSQ, CSS, personalization and EWOM have a significant positive effect on e-commerce system success (ESS). Further studies can be performed considering mobile commerce and their critical success factors.

Practical implications

The findings of the study emphasize on the importance of these four exogenous variables for e-businesses in order to achieve a competitive edge over their competitors. The study provides a detailed managerial implication with respect to each causal relationship, so as to suggest some remedial measures to gain customer market.

Originality/value

Here, the authors consider an empirical model which shows the determinants of ESS. To the best of the authors’ knowledge, a distinctive system success framework is modeled considering a unique combination of exogenous variables not considered by previous studies.

Details

Journal of Advances in Management Research, vol. 16 no. 4
Type: Research Article
ISSN: 0972-7981

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Article
Publication date: 21 November 2016

Antonino Galati, Maria Crescimanno, Salvatore Tinervia and Dario Siggia

The purpose of this paper is dual. The first is to assess the quality of websites of Italian wineries, using the Web Assessment Index (WAI), and compare e-commerce and…

Abstract

Purpose

The purpose of this paper is dual. The first is to assess the quality of websites of Italian wineries, using the Web Assessment Index (WAI), and compare e-commerce and e-marketing websites. The second is to verify the existence of a relationship between the website quality and business revenue, on one hand, and the characteristics of managers, on the other.

Design/methodology/approach

A two-step survey was carried out to respond to the aims of the study. First, a sample of wineries was contacted to capture information on both the wineries and managerial characteristics. On the basis of the observed data, a second step of the analysis was performed taking into consideration 84 wineries having a website. The website quality has been evaluated by WAI, and afterwards, it has been related to the internal business factors previously identified.

Findings

Findings show that the website quality is higher in e-commerce websites than in e-marketing websites, and that business revenue and the education level of managers have a positive influence on the websites’ quality.

Research limitations/implications

The results of the study need to be interpreted within the context for which this research was designed and cannot be applied generally to all businesses.

Practical implications

Findings have some theoretical and practical implications. From a theoretical point of view, this study validates the WAI model in the wine sector. From a managerial perspective, results are useful both for wineries creating an online presence for the first time, and for those already existing which, and for system designers of websites.

Originality/value

Very few empirical studies have been conducted on the relationship between website quality, business performance and managerial characteristics.

Details

International Journal of Wine Business Research, vol. 28 no. 4
Type: Research Article
ISSN: 1751-1062

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Article
Publication date: 4 June 2018

Yunfan Lu, Chengqi Guo, Yaobin Lu and Sumeet Gupta

This paper aims to examine and highlight the influence of perceived restrictiveness on online communication, and in relation, the reduction of uncertainty in purchasing decisions.

Abstract

Purpose

This paper aims to examine and highlight the influence of perceived restrictiveness on online communication, and in relation, the reduction of uncertainty in purchasing decisions.

Design/methodology/approach

By testing statistical associations between such variables as uncertainty, perceived restrictiveness and online communications, the authors are to establish the prevalence of a phenomenon with quantitative methods that collect survey data from more than 500 real customers of a popular Chinese e-commerce site – Taobao.com.

Findings

The findings show that the perceived restrictiveness of a shopping website has a significantly role in motivating individuals to engage with each other by initiating online communication that leads to information acquirement and exchange. In addition, online communication that takes place between buyers and sellers, or among buyers, is found to be an important factor in the process of making purchasing decisions by customers.

Originality/value

This paper adds significance to the extant academic literature as well as assists the appropriate e-commerce vendors in assessing the determinants of customer’s purchasing behavior in the context where online shopping platforms do not support buyers’ desired decision options. It further reconciles and supplements the findings of the previous e-commerce-related studies that focus on the website characteristics only without bringing in the role of customer’s perceived restrictiveness.

Details

Nankai Business Review International, vol. 9 no. 2
Type: Research Article
ISSN: 2040-8749

Keywords

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Article
Publication date: 5 June 2017

Xianghui Peng, Daniel Peak, Victor Prybutok and Chenyan Xu

This research posits that e-vendors can use product aesthetic information (PAI) as a strategic positing tool to shape consumers’ perceptions of e-vendors’ websites.

Abstract

Purpose

This research posits that e-vendors can use product aesthetic information (PAI) as a strategic positing tool to shape consumers’ perceptions of e-vendors’ websites.

Design/methodology/approach

To test this framework, variations on a garment’s color (a crucial element of product aesthetics) are presented to four different treatment groups to determine whether aesthetic treatment influences the perception of the website.

Findings

The results suggest that consumers who consider a product visually appealing also perceive the e-vendor’s website as useful, resulting in enjoyment of the shopping experience. Positive perceptions lead consumers to form positive attitudes toward the vendor’s website.

Originality/value

While product aesthetics is well-studied in marketing and psychology, its relevance to the e-commerce domain is relatively underexplored. To fill the void, the paper proposes a theoretical framework that explains how PAI influences buyers’ cognitive and affective evaluations of their online shopping experiences, which in turn shapes their attitudes toward e-vendors’ sites.

Details

Nankai Business Review International, vol. 8 no. 2
Type: Research Article
ISSN: 2040-8749

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Article
Publication date: 7 June 2021

Shu-Mei Tseng

The purpose of this study is to examine the impact of the relationship quality on customer loyalty. The moderating role played by online service recovery in this study is…

Abstract

Purpose

The purpose of this study is to examine the impact of the relationship quality on customer loyalty. The moderating role played by online service recovery in this study is further discussed.

Design/methodology/approach

A quantitative Web-based survey study was conducted to statistically test these relationships among relationship quality, service recovery and customer loyalty. Data collected from 183 respondents were taken for analysis through partial least squares.

Findings

The findings reveal that relationship quality has significant influence on customer loyalty, whereas service recovery has moderated effect on the relationship between relationship quality and customer loyalty.

Research limitations/implications

The respondents of this study were recruited from online panels; thus, a purposive sample could be a biased indication of the characteristics of the actual population. Therefore, it is suggested that future researchers enroll subjects from a statistical population that accurately represents the entire population and, in addition, that they collect more responses to increase the generalizability of the findings.

Practical implications

Because failures in service delivery are inevitable, recovery of such encounters thus represents a significant challenge for service firms. Hence, this study proposes concrete suggestions for firms to manage and operate e-commerce websites, as well as to enhance relationship quality and customer loyalty.

Originality/value

Service failures have been the bane of e-commerce, compelling customers to either abandon transactions entirely or switch to a physical competitor. Many firms have realized the importance of maintaining strong relationships with customers to enhance their loyalty. However, previous literature has a few studies conducted on the relationships among service recovery, relationship quality and customer loyalty in the e-commerce context. Therefore, it is meaningful to identify these relationships.

Details

International Journal of Quality and Service Sciences, vol. 13 no. 2
Type: Research Article
ISSN: 1756-669X

Keywords

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