Impact Of Electronic Service Quality On Purchase Intention In Online Shopping Towards Food Product Of China

Since the online market has been rising rapidly over the past several years,electronic marketing activities have drawn a lot of consideration.Electronic commerce can be distinct as buying and selling,marketing and servicing of goods and services via the computer networks.Approximately 49.2%of the world’s population or almost 3.61 billion people were using the internet as of June 2016,according to World Internet Usage and Population figures(Internet-World-Stats,2016).Of this,1.79 billion are Asians,who comprise about 49.6%of the World’s Internet users.China has 721.4 million Internet users,which accounts for about 40.3%of all Asian Internet users.The internet plays a significant role in marketing and announcement(Internet-World-Stats).In 1998,Jack Ma and his acquaintances launched E-commerce in China with an online proposal known as business to trade(B2B)named Alibaba.com.Today,in the e-commerce,service quality has become an indispensable strategy for marketing.E-service quality is closely illustrated as a website facilitates,well-organized,effective shopping,purchasing and delivering of products and services.Online stores provide higher service quality to create online customer purchase intention,improve perceived value,trust,and customer satisfaction,and keep a lasting competitive advantage.According to the review of the literature,service quality is a vital tool for developing a competitive advantage in e-business.Therefore,service quality has become an important factor in defining the success or failure of an online business by influencing online customer shopping and has great effects on perceived value,trust,online customer satisfaction and purchase intention.The main purpose of the study is to explaining the relationship among e-service quality,perceived value,trust,customer satisfaction and purchase intention in both ways direct and indirect.Taking into account the nature of this study,it is suitable to select the quantitative method for this research.The quantitative methodology was catered focusing on the statistical data gathered from the research participants,based upon close ended questions.We used the questionnaire method for data collection for the measurement of an instrument,and sample design was non-probability purposive of sample 1020 respondents.Participants were chosen using non-probability purposive sampling,which recognized personal information and ensured that there is no research prejudice because the data analysis is anonymous.The participants of this research were professionals,managers,civil servants,company employees,self-employees,laborers,farmers,students,sales/services,homemakers,retirees and others even from unemployed.Cronbach’s alpha was used to check the reliability through SPSS,confirmatory factor analysis(CFA)was used to measure the validity through AMOS software,structural equation model(SEM)was also used to check the model fitness.The results of this study indicated that e-service quality does not affect the on-line shopping purchase intention directly,but e-service quality has an indirectly significant effect through the mediation of perceived value,trust and customer satisfaction on purchase intention.E-service quality has a direct significant positive impact on perceived value,trust,and customer satisfaction but has no a direct significant positive impact on purchase intention.This means that consumer purchase intention is not solely determined by the quality of the service,but also by other variables.Therefore,to enhance customer perceived value,trust,and customer satisfaction online stores should start improving the e-service quality to increase the purchase intention of customers.From the theoretical perspective,the thesis results contribute some new know-how to the academic knowledge concerning measurement of purchase intention in online shopping towards food products of China.Second,we proposed an integrative model to explain the user’s online shopping purchase intention which based on established relationships among e-service quality,perceived value,trust,customer satisfaction,and purchase intention.Before this study,this research area was mainly left untapped.In particular different from previous studies,the role of perceived value and trust is didn’t check together in online shopping of food products.So far,several studies emphasized relationship among e-service qualities,online purchase intention,and satisfaction.There is no study been done empirically to explain the relationship of e-service quality,perceived value,trust,customer’s satisfaction and online purchase intentions in the online shopping of food products.Although the research conclusions provide some new insights to researchers,these findings should be viewed in light of some limitations.The main focus of this research is to highlight the impact of E-Service quality,perceived value,trust,customer’s satisfaction on purchase intention in online shopping towards food products of China by using one single questionnaire with small sample size.The sample may not be representative of the total population of the different countries’ online shoppers.This study was primarily a one-time,systematic sampling survey study due to the constraints of cost and time.However,a long-term longitudinal approach should be more significant for research on online purchase intention factors,especially because the customers could be studied over a long period regarding their interaction with preferred online retailers.This study only employed five constructs-e-Service quality,perceived value,trust and customer satisfaction to investigate general customer purchase intention involved in online shopping of food products.Nevertheless,there are still many other factors that could have influences on purchase intention in online shopping.Further research can pay more consideration to other influential factors,producing a more comprehensive casual model of online shopping purchase intention,so as to provide more valuable and practical insights to online business managers.It is recommended that future studies could use other statistical techniques instead of structural equation modeling(SEM)to measure the causal relationships among e-service quality,perceived value,trust,online customer satisfaction,and online purchase intention.It is also recommended that future studies measure e-service quality factors in predicting online customers’ purchase intentions in the context of cross－national and socio-cultural differences.This study viewed the impact of e-service quality,perceived value,trust and customer’ satisfaction on purchase intention in online shopping towards food product of China.Moreover,this study found a way to examine the relationship between e-service quality and purchase intention by exploring the moderating effects of perceived value,trust,customer’ satisfaction.