Antecedents of perceived quality in the context of internet retail stores

Spiros Gounaris, Sergios Dimitriadis, Vlasis Stathakopoulos

Research output: Contribution to journalArticle

Abstract

This study investigates specific antecedents of perceived service quality in the Internet environment for trust to a retail store, experience with e-commerce, Internet familiarity, excitement with e-commerce, extent of using e-commerce, frequency of purchases from a company, in addition to exploring the reasons for shopping on line: such as price discounts, convenience, product availability, and purchase conditions. The results indicate that perceived e-service quality is comprised of four key dimensions: information, user friendliness, interaction / adaptation and aesthetics. Moreover, the study reveals that different dimensions of perceived e-service quality are influenced by diverse antecedents. For instance, whilst customer trust to a company influences all four dimensions, Internet familiarity has an impact solely on user friendliness. This picture remained when the type of store, either pure dot. com versus hybrid retailer, was tested as a moderator variable. Implications for practice, the limitations of the study, and directions for future research are discussed.

Original languageEnglish
Pages (from-to)669-700
Number of pages33
JournalJournal of Marketing Management
Volume21
Issue number7/8
DOIs
Publication statusPublished - 2005

Keywords

  • perceived quality
  • internet retail stores
  • service quality
  • electronic retailing
  • electronic shopping
  • internet marketing
  • e-commerce
  • shopping on line

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