- مبلغ: ۸۶,۰۰۰ تومان
- مبلغ: ۹۱,۰۰۰ تومان
The present paper tries to study the impact of online services level in contexts where transactions have not been done yet, through the adoption of a formative approach. In this scene, the present research considers two main dimensions of online services (pre-purchase services and transaction-related services) in a context of clothing purchasing process. Before defining the research and determining the sector to be analyzed, 7 focus groups were conducted. From the obtained conclusions, this study was carried on in the textile sector. A survey with 370 effective respondents was carried out. To measure the different concepts in the model, several scales were used based on literature proposals. Our model was estimated through partial least squares with SmartPLS (Ringle, Wende, & Will, 2005). Empirical findings provide that both transactions related services and pre-purchase services are determinants of the navigation experience. At the same time, navigation experiences affect attitude to the web, which affects purchase intention. All of this in the SME clothing e-retailing industry.
Conclusions and managerial implications
This study has tried to underline the importance of e-service level before the transaction has been done in a. These results must be considered taken into accountthe sample size limitation and the industry analyzed. Four main conclusions can be underline. First, our results show that both; transaction related services (billing and payment mechanism, and security and privacy) and pre-purchase services (productpricing, support ofproduct searchandevaluation, and web appearance) are determinants of the navigation experience. These results are consistent with previous research (Hoekstra et al., 2015; Szymanski & Hise, 2000). So, and as Szymanski and Hise (2000), Wolfinbarger and Gilly (2003), Tamimi et al. (2005) or Hoekstra et al. (2015) state, these services levels positively impact on navigation experience. Second, the formative configuration of pre-purchase and transactional services offers useful information. As the results show, the role of the different services is not equivalent. Not in vain, Hung et al. (2014) underline the importance of knowing what consumers desire and value with the aim to build customized webpages with appropriated service levels.