Evaluating the quality of electronic services and electronic loyalty and the impact of moderators on online shopping
Subject Areas : Urban Transportation
Mohsen
Zare Ghavaghi
1
(M.Sc. Student, Department of Computer Engineering, Electronics Branch, Islamic Azad University, Tehran, Iran)
Mohsen
Firoozbakht
2
(Assistant Professor, Department of Computer Engineering, South Tehran Branch, Islamic Azad University, Tehran, Iran (Correspondence Officer))
Mohammad Kazem
Sayyadi
3
(Faculty Members, ICT Futures and Policy Research Group, Research Institute of Communication and Information Technology, ICT Policy Research and Management Research Institute, Tehran, Iran)
Keywords: Online Shopping, E-TRUST, E-satisfaction, the quality of E-service,
Abstract :
The present study aims to assess the quality of electronic services and loyalty in online purchases and the effect moderators on electronic customers' satisfaction and trust. The research was questionnaire with Likert scale. In order to validate questionnaires, we referred to scholars of online purchase. SPSS 22 and Smart PLS software were used to analyze data. Results suggest that online shops had a positive effect on electronic trust and satisfaction. Electronic trust and satisfaction influenced on behavioral loyalty while electronic trust affected on attitude loyalty positively. After examining the effect of moderators on electronic trust and satisfaction, it was found out that electronic service quality had no relation with behavioral and attitude loyalty. In addition, our hypothesis on the role of electronic trust moderators in customers' behavioral loyalty was rejected. The relation between electronic trust and electronic service quality moderated online customers' attitude loyalty. The relation between the moderating role of electronic satisfaction and trust constructs showed that electronic service had a significant influence on behavioral loyalty. Customer attitude influenced electronic satisfaction and trust meaningfully.
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