A service perspective on modelling intentions of on-line purchasing

Hackman, DH; Gudergan, SP; Wang, P; Kerry, D

A service perspective on modelling intentions of on-line purchasing

Hackman, DH Gudergan, SP Wang, P Kerry, D

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Publication Type:: Journal Article
Citation:: Journal of Services Marketing, 2006, 20 (7), pp. 459 - 470
Issue Date:: 2006-01-01

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Field	Value	Language
dc.contributor.author	Hackman, DH	en_US
dc.contributor.author	Gudergan, SP	en_US
dc.contributor.author	Wang, P	en_US
dc.contributor.author	Kerry, D	en_US
dc.date.issued	2006-01-01	en_US
dc.identifier.citation	Journal of Services Marketing, 2006, 20 (7), pp. 459 - 470	en_US
dc.identifier.issn	0887-6045	en_US
dc.identifier.uri	http://hdl.handle.net/10453/5362
dc.description.abstract	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 should be made with caution. In addition, further scale development and theory building are needed to improve the proposed conceptual model. Practical implications - Managerially, results of this study suggest that online service managers do not need to reinvent their business models. Instead they should modify the way in which some of the constructs like service quality are measured. Originality/value - The study is unique in that it comprehensively addresses an extensive set of factors affecting behaviour intentions in online service contexts. Thus, it adds knowledge to the growing field of online services research.	en_US
dc.relation.ispartof	Journal of Services Marketing	en_US
dc.relation.isbasedon	10.1108/08876040610704892	en_US
dc.subject.classification	Marketing	en_US
dc.title	A service perspective on modelling intentions of on-line purchasing	en_US
dc.type	Journal Article
utslib.citation.volume	7	en_US
utslib.citation.volume	20	en_US
utslib.for	1506 Tourism	en_US
utslib.for	1505 Marketing	en_US
utslib.for	1504 Commercial Services	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
utslib.copyright.status	closed_access
pubs.issue	7	en_US
pubs.publication-status	Published	en_US
pubs.volume	20	en_US

Abstract:

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 should be made with caution. In addition, further scale development and theory building are needed to improve the proposed conceptual model. Practical implications - Managerially, results of this study suggest that online service managers do not need to reinvent their business models. Instead they should modify the way in which some of the constructs like service quality are measured. Originality/value - The study is unique in that it comprehensively addresses an extensive set of factors affecting behaviour intentions in online service contexts. Thus, it adds knowledge to the growing field of online services research.

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http://hdl.handle.net/10453/5362