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Paper Type
ERF
Description
Customer contribution is the most important in the company’s profit. However, due to difficulties in data collection, little research has investigated the antecedents and measurement of customer contribution. This study mainly explores the effect of overall service quality and cloud trust on consumer contribution to enhancing online customers’ actual purchasing behaviors. Through literature review and expert interview, we identify five factors of overall service quality: website design, fulfillment, customer service, security/privacy, and third-party payment. The research model treats cloud trust as a second-order reflective construct driven by perceived warranty, perceived competence, consumer confidence, source credibility, and diagnosticity. The hypotheses proposed by the study help develop the best customer value management strategy in the electronic commerce industry.
Paper Number
1509
Recommended Citation
Wu, Ya-Ling; Shih, Sheng-Pao; and Chen, Chieh, "Exploring Overall Service Quality and Customer Contribution in Online-to-Offline Commerce" (2023). AMCIS 2023 Proceedings. 11.
https://aisel.aisnet.org/amcis2023/social_comput/social_comput/11
Exploring Overall Service Quality and Customer Contribution in Online-to-Offline Commerce
Customer contribution is the most important in the company’s profit. However, due to difficulties in data collection, little research has investigated the antecedents and measurement of customer contribution. This study mainly explores the effect of overall service quality and cloud trust on consumer contribution to enhancing online customers’ actual purchasing behaviors. Through literature review and expert interview, we identify five factors of overall service quality: website design, fulfillment, customer service, security/privacy, and third-party payment. The research model treats cloud trust as a second-order reflective construct driven by perceived warranty, perceived competence, consumer confidence, source credibility, and diagnosticity. The hypotheses proposed by the study help develop the best customer value management strategy in the electronic commerce industry.
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