Impact of E-Service Quality on Purchase Intention Through Mediator Perceived Value in Online Shopping

Abstract

It is vital to know the variety in many features of consumer purchase intention among Internet users. Paper scrutinizes the relationships e-service quality, perceived value and purchase intention for Chinese online shoppers of food products. We applied the questionnaire technique for data gathering for the measurement of an tool, and sample design was non-probability purposive of sample 600 respondents. Members were selected using non-probability purposive sampling, which documented personal information and confirmed that there is no study prejudice because the data examination is anonymous. Cronbach's alpha was used to checked the reliability through SPSS, confirmatory factor analysis (CFA) was used to evaluate the validity complete through AMOS software, structural equation model (SEM) was also used to checked the model fitness. The testing outcomes show that, for the direct path, electronic service quality has a significant, positive effect on perceived value and purchase intentions and also, perceived value directly significant, positive impact on purchase intentions. For the indirect path, electronic service quality has a significant, positive impact on purchase intentions through perceived value. Managerial implications of these results are discussed.

Keywords: E-service quality, perceived value, purchase intention, online shopping, Food products