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논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2017.2
- 수록면
- 23 - 33 (11page)
- DOI
- http://dx.doi.org/10.14257/AJMAHS.2017.02.64
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초록· 키워드
오류제보하기
Several studies have examined how consumers form intentions to buy services online. However, few studies have investigated simultaneously the effect of website quality and offline service quality on customer satisfaction and behavioral intention. We performed a study to examine the impact that website quality and offline service quality have on customer satisfaction and stickiness of local life-service online group-buying in China, as well as to identify the moderating role of two groups (university students and office workers). A questionnaire survey was conducted on 417 Chines people who have experienced local life-service online group-buying. The results indicated that website quality can be conceptualized as a composite of four dimensions (perceived ease of use, perceived usefulness, safety, and quality) and offline service quality can be conceptualized as a composite of five dimensions (tangibles, reliability, responsiveness, assurance, and empathy). Second, website quality and offline service quality positively affect customer satisfaction. Interestingly, offline service quality has more effect on customer satisfaction than website quality does. Third, customer satisfaction is strongly associated with stickiness. Fourth, the moderating effects of university students group and office workers group in the relationships between website quality, offline service quality and customer satisfaction are significant at the level of 0.05. While office workers put a premium on offline service quality in evaluating customer satisfaction, university students set a premium on website quality. Therefore, marketers need to appropriately utilize website quality and offline service quality to enhance stickiness of local life-service online group-buying in accordance with the groups.
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참고문헌 (38)
참고문헌 신청
R. J. Kauffman / 2010 / Incentive Mechanisms, Fairness and Participation in Online Group-Buying Auctions / Electronic Commerce Research and Application 9(3):249~262
H. H. Cheng / 2013 / Exploring Antecedents and Consequence of Online Group-Buying Intention:An Extended Perspective on Theory of Planned Behavior / International Journal of Information Management 33(1):185~198
W. -T. Wang / 2016 / The Stickiness Intention of Group-Buying Websites: The Integration of the Commitment-Trust Theory and E-Commerce Success Model / Information & Management 53(5):625~642
X. Jing / 2011 / Group Buying: A New Mechanism for Selling through Social Interactions / Management Science 57(8):1154~1372
K. S. Anand / 2003 / Group-Buying on the Web: A Comparison of Price-Discovery Mechanisms / Management Science 49(11):1546~1562
H. H. Cheng / 2013 / Exploring Antecedents and Consequence of Online Group-Buying Intention:An Extended Perspective on Theory of Planned Behavior / International Journal of Information Management 33(1):185~198
W. -T. Wang / 2016 / The Stickiness Intention of Group-Buying Websites: The Integration of the Commitment-Trust Theory and E-Commerce Success Model / Information & Management 53(5):625~642
X. Jing / 2011 / Group Buying: A New Mechanism for Selling through Social Interactions / Management Science 57(8):1154~1372
K. S. Anand / 2003 / Group-Buying on the Web: A Comparison of Price-Discovery Mechanisms / Management Science 49(11):1546~1562
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