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

Shu-Fang Luo1, Tzai-Zang Lee2
1Tainan University of Technology and National Yunlin University of Technology, Taiwan
2Kun Shan University of Technology, Taiwan
Cite this article:  Luo, S.-F., & Lee, T.-Z. (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.

Volume 39 Issue 6 | e2174 | Published: July 2011 | DOI: https://doi.org/10.2224/sbp.2011.39.6.825

Abstract
Full Text
References
Tables and Figures
Acknowledgements
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.