Investigating the Relationships among E-Service Quality, Perceived Value, Satisfaction, and Behavioral Intentions in Taiwanese Online Shopping

As the online shopping market gradually grows in Taiwan, it is important to understand the diversity in various aspects of consumer behavior among Internet users. This paper examines the relationships among e-service quality, perceived value, satisfaction, and behavioral intentions for Taiwanese online shoppers. Based on a sample of 428 undergraduate students, a two-step structural equation modeling procedure is applied to perform an empirical test of the comprehensive model. The testing results show that, for the direct path, electronic service quality has a significant, positive influence on perceived value, satisfaction, and behavioral intentions. Also, perceived value directly influences customer satisfaction and behavioral intentions and satisfaction is an antecedent of behavioral intentions. For the indirect path, electronic service quality has a significant, positive influence on behavioral intentions through satisfaction and perceived value. Perceived value indirectly influences behavioral intentions via satisfaction. Managerial implications of these results are discussed.

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