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The Impact of Quality on Customer Behavioral Intentions Based on the Consumer Decision Making Process As Applied in E-commerce

Description: Perceived quality in the context of e-commerce was defined and examined in numerous studies, but, to date, there are no consistent definitions and measurement scales. Instruments that measure quality in e-commerce industries primarily focus on website quality or service quality during the transaction and delivery phases. Even though some scholars have proposed instruments from different perspectives, these scales do not fully evaluate the level of quality perceived by customers during the entire decision-making process. This dissertation purports to provide five main contributions for the e-commerce, service quality, and decision science literature: (1) development of a comprehensive instrument to measure how online customers perceive the quality of the shopping channel, website, transaction and recovery based on the customer decision making process; (2) identification of the determinants of customer satisfaction and the key dimensions of customer behavioral intentions in e-commerce; (3) examination of the relationships among perceived quality, customer satisfaction and loyalty intention using empirical data; (4) application of different statistical packages (LISREL and PLS-Graph) for data analysis and comparison of how these methods impact the results; and (5) examination of the moderating effects of control variables. A survey was designed and distributed to a total of 1126 college students in a large southwestern university in the U.S. Exploratory factor analysis, confirmatory factor analysis, and structural equation modeling with both LISREL and PLS-Graph are used to validate the comprehensive instrument and test the research hypotheses. The results provide theoretical and normative guidelines for researchers and practitioners in the e-commerce domain. The research results will also help e-commerce platform providers or e-retailers to improve their business and marketing strategies by providing a better understanding of the most important factors influencing customer behavioral intentions.
Date: August 2012
Creator: Wen, Chao
Partner: UNT Libraries