The Effect of Online Service Quality towad Perceived Risk, Customer Attitudes, Relationship Quality, Online Purchase Intention, E-Loyalty, and Purchasing Behavior

Abstract

This study aims to analyze and explain 1) the effect of online service quality toward perceived risk, 2) the effect of online service quality toward customer attitudes, 3) the effect of online service quality toward online relationship quality, 4) the effect of perceived risk toward customer attitudes, 5)the effect of perceived risk toward online relationship quality, 6)the effect of online service quality toward online purchase intention, 7)the effect of risk toward online purchase intention, 8)the effect of customer attitudes toward online purchase intention, 9)the effect of online relationship quality toward online purchase intention, 10) the effect of online purchase intention toward e-customer loyalty, 11) the effect of online purchase intentiontoward online customer attitudes, and 12) the effect of e-customer loyalty toward online customer attitudes.

This study was explanatory research, which describes the relationship between variables. The study was conducted on consumers who madeonline purchasingat SMEs who were members of the world's Top 50 SMEs in the online version of the Markeetermagazine. The unit of analysis consists of 123 consumers. The analytical tool used was the Generalized Structured Component Analisys (GSCA) to test the hypotheses.

The results showed that eight hypotheses with significant effect were online service qualitytowardperceived risk, online service qualitytowardcustomer attitudes, online service quality toward online relationship quality, perceivedrisk towardonline relationship quality, customer attitudes towardonline purchase intention, online relationship quality towardonline purchase intention, online purchase intention toward e-customer loyalty, and e-customer loyalty towardonline customer behaviors. The hypotheses with non significant effect were online service quality toward online purchase intention, perceived risk toward customer attitude, perceived risktowardonline purchase intention,and online purchase intention toward online purchasing behavior.

Keywords: Online purchasing behavior, customer attitudes, online relationship quality, online purchase intention, customer e-loyalty