A service perspective on modelling intentions of on-line purchasing

Emerald Group Publishing Ltd.
Publication Type:
Journal Article
The Journal of Services Marketing, 2006, 20 (7), pp. 459 - 470
Issue Date:
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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.
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