A service perspective on modelling intentions of on‐line purchasing

Purpose – The purpose of this study is to examine the relationships between behavioural intentions and its antecedent factors in online services settings.Design/methodology/approach – Data were collected from a national survey of Australians with experience purchasing online. A conceptual model linking behavioural intentions and its key antecedents was tested using partial least squares.Findings – The results suggest that behavioural intentions are directly influenced by online service quality, online service value and online service satisfaction. Online service satisfaction, in turn, is affected by online service value and quality; whereas online service value is determined by the online service quality and related sacrifice.Research limitations/implications – These findings suggest that existing services marketing models developed in offline settings can be adapted to online settings to explain behavioural intentions. Although the sample included a wide range of people, generalisations of the findings s...

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