The influence of trust and usefulness on customer perception of e-service quality

Main Article Content

Shu-Fang Luo
Tzai-Zang Lee
Cite this article:  Luo, S., & Lee, T. (2011). The influence of trust and usefulness on customer perception of e-service quality. Social Behavior and Personality: An international journal, 39(6), 825-838.


Abstract
Full Text
References
Tables and Figures
Acknowledgments
Author Contact

E-service markets for airlines have been growing rapidly over the past several years. Because they reduce the waiting time compared to offline shopping transactions. e-commerce and e-service marketing activities have attracted a great deal of attention as a means of increasing customers’ awareness and favorable perceptions of online shopping. In this study we surveyed 236 international travelers who had purchased airline tickets from 30 different airline service websites in Taiwan. The results illustrate that customers’ perceptions of both trust and usefulness, which are the factors of the technology acceptance perspective, positively moderate the relationship between e-service quality, perception of service value and service satisfaction.

Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.

Article Details

© 2011 Scientific Journal Publishers Limited. All Rights Reserved.