Effects of Web Service Quality and Product Categories on Willingness to Buy in Electronic Commerce: A Research Model and Empirical Exploration

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This paper explores the way in which web service quality at the point of purchase influences consumers' perceptions of value and willingness to buy For this purpose, we provide a research model on the basis of marketing theories for consumers' purchase behavior The empirical results imply that functional web quality has a direct effect on willingness to buy and technical web quality influences consumer perceptions of product quality and value.
Publisher
The Korean Operations Research and Management Science Society
Issue Date
2002-10
Language
ENG
Citation

Proceedings of KORMS, pp.115 - 118

URI
http://hdl.handle.net/10203/4751
Appears in Collection
KSIM-Conference Papers(학술회의논문)
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