The impact of electronic service quality's dimensions on customer satisfaction and buying impulse

This paper proposes a conceptual framework for measuring the effects of electronic service quality dimensions on customer satisfaction and buying impulse. The functional nature of customer buying impulsivity is introduced as a moderator. This variable measures both the general tendency of customers either to trust or not to trust buying impulses and their level of satisfaction from impulsive purchases. The research utilised an online questionnaire administered to 4,109 clients of a leading French e-commerce Website specialising in electronic and cultural goods. The results highlight the principal dimensions of Website quality and their direct influence on customer satisfaction and impulse buying. In addition to this direct effect, the impact of Website quality dimensions on impulse buying is also mediated by customer satisfaction. Functional buying impulsivity moderates the influence of Website quality dimensions on satisfaction and on buying impulses as well as the influence of satisfaction on buying impulses. As a conclusion, limits and research avenues are examined and discussed.

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