The huge market potential and greater levels of services in Electronic Mediated Environment (EME) require an in-depth understanding of Chinese consumer perceptions and behaviors in relation to services in EME and potential impact on long term exchange relationship. Therefore, the purpose of this study is to develop a research framework and empirically test the analytical framework to Chinese consumer’s service convenience perceptions and its determinants and influences in EME. The analysis of data from 415 Chinese Consumers reveals that service convenience serves as a very significant meditating role between characteristics of services in EME and consumer relational exchange dimension in the context of China’s service in EME. This study provides companies and service providers in EME who are seeking to recruit and retain customers in Chinese marketplace specific information about the online Chinese consumer’s perceptions. It also informs managers’ decisions on delivering and promoting convenient experiences to Chinese online consumers.
Dai, Hua and Salam, A. F., "Determinants and Influences of Service Convenience in Electronic Mediated Environment (EME): An Empirical Study of Chinese Consumers" (2009). AMCIS 2009 Proceedings. 512.