The Relationship between ES-QUAL Model and Online Purchase Intention in the Context of Rising Global Marketplace of E-Commerce

IF 1 Q3 ECONOMICS
Etikonomi Pub Date : 2021-11-02 DOI:10.15408/etk.v20i2.20677
Sana Baqai, Jawaid A. Qureshi, E. Morah
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引用次数: 2

Abstract

The electronic service quality (ES-QUAL) of the e-commerce service providers plays a central role. The primary purpose of this paper is to investigate the effect of the ES-QUAL model's four dimensions (efficiency, fulfillment, privacy, and system availability) on purchase intention and examine ES-QUAL's relationship with electronic word-of-mouth (EWOM), brand image, and purchase intention. This research uses Structural Equation Modeling (SEM) for empirical analysis.  Results show ES-QUAL model positively and significantly impacts purchase intention, and the effect of the ES-QUAL model relatively increases when mediated by electronic word of mouth (EWOM) and brand image. This research provides insights to E-marketers, entrepreneurs, and e-commerce players to improve online consumers' purchase intention, sales, and services. Practitioners can gain customers' attention by enhancing the quality of their websites and by assuring efficiency, privacy, system availability, and fulfilling their promise about delivering products. They also need to consider EWOM and brand image, as both positively impact online purchase intention, which can lead to the overall sustainable development of an organization.JEL Classification: M31, L81How to Cite:Baqai, S., Qureshi, J. A., & Morah, E. I. M. (2021). The Relationship Between ES-QUAL Model and Online Purchase Intention in the Context of Rising Global Marketplace of E-Commerce. Etikonomi, 20(2), xx– xx. https://doi.org/10.15408/etk.v20i2.20677.
电子商务全球市场崛起背景下ES-QUAL模型与在线购买意愿的关系
电子商务服务提供者的电子服务质量(ES-QUAL)起着核心作用。本文的主要目的是探讨ES-QUAL模型的四个维度(效率、履行、隐私和系统可用性)对购买意愿的影响,并检验ES-QUAL与电子口碑(eom)、品牌形象和购买意愿的关系。本研究采用结构方程模型(SEM)进行实证分析。结果表明,ES-QUAL模型对消费者购买意愿有显著正向影响,且在电子口碑和品牌形象的中介作用下,ES-QUAL模型的影响相对增强。本研究可为电子行销业者、企业家及电子商务业者提供见解,以改善线上消费者的购买意愿、销售及服务。从业人员可以通过提高他们网站的质量、保证效率、隐私、系统可用性和履行他们关于交付产品的承诺来获得客户的注意。他们还需要考虑eom和品牌形象,因为两者都对在线购买意愿产生积极影响,从而导致组织的整体可持续发展。JEL分类:M31, l81如何引用:Baqai, S., Qureshi, J. A., & Morah, E. i.m.(2021)。电子商务全球市场崛起背景下ES-QUAL模型与在线购买意愿的关系生物工程学报,20(2),xx - xx。https://doi.org/10.15408/etk.v20i2.20677。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Etikonomi
Etikonomi ECONOMICS-
自引率
12.50%
发文量
29
审稿时长
12 weeks
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