The Measurement of Customer Satisfaction in E-Commerce－An Integrated View
Date Issued
2009
Date
2009
Author(s)
Liu, Yen-Chen
Abstract
From past research, it has few consensuses on the assessment of e-satisfaction. Based on Technology Acceptance Model, transaction costs, service quality (SERVQUAL), Devaraj, Fan & Kohli(2002) proposed a model to assess consumers’ satisfaction in E-Commerce. However, in electronic context, service quality that consumers received is different from that in traditional context. SERVQUAL is doubted in the literature that most appropriate ways to assess service quality in E-Commerce. Thus, replacing SERVQUAL with E-S-QUAL, a model was conduct to evaluate e-satisfaction using the survey data. Survey data were collected from users of E-Commerce in Taiwan. The analysis uses structural equation modeling (SEM). The study found that E-S-QUAL is more appropriate to assess service quality than SERVQUAL in electronic context. Finally, the study also found the support for the model and the result of SEM indicated a good model fit with the survey data.
Subjects
E-satisfaction
Technology Acceptance Model
transaction cost
service quality
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