E-tailing Commitment: The influence of product quality and delivery services on e-trust and e-satisfaction in China

This study proposes and tests an integrative model to examine the relations among product quality and delivery services, e-trust, e-satisfaction and e-tailing commitment in China. Analysis of survey data from 415 customers of e-tailing, Confirmatory Factor Analysis (CFA) has been performed to examine the reliability and validity of the measurement model. Structural Equation Modeling (SEM) technique was used to test the hypotheses of the causal model. Our study reveals that product quality and delivery services (i.e. product variety, quality, availability, reliable delivery, package safety and timely delivery) directly influence esatisfaction and e-trust. Thus trust has both direct and indirect (through e-satisfaction) impact on e-tailing commitment. Consequently, both e-trust and e-satisfaction are significant determinants of e-tailing customer’s commitment. Managerial implications, research limitations and future research directions are provided in the following presentations of the findings.

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