The role of product involvement in e-service evaluations

Paul Wang, Siegfried Gudergan and Ian Lings

International Journal of Electronic Marketing and Retailing, 2008, vol. 2, issue 1, 59-79

Abstract: This paper provides conceptual and empirical insights into consumers' evaluations of online services and their consequent behavioural intentions. We show that behavioural intentions in online contexts are driven primarily by two factors, namely online service satisfaction and perceived service quality. Perceived sacrifice and service quality are found to have an indirect effect on online service satisfaction through their influences on perceived value associated with the online service. In addition, we examine the moderating effects of product involvement and discuss the implications of our research findings.

Keywords: online services; behavioural intentions; empirical modelling; product involvement; e-service evaluation; consumer evaluation; consumer behaviour; service satisfaction; service quality; consumer perceptions. (search for similar items in EconPapers)
Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:ids:ijemre:v:2:y:2008:i:1:p:59-79

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