The effect of perceived service quality, website quality and reputation on the purchase intention online, considering the role of trust and perceived risk in online shopping (Case study: customers of Shahr Bank of Isfahan Province)
Keywords:
perceived service quality, perceived website quality, website reputation, trust online shopping, purchase intention, perceived risk
Abstract
The understanding of services by customers and the appropriate website quality of organizations and companies as a portal to introduce the organization and the services provided can encourage the purchase of the organization's and company's products while increasing customer trust. Therefore, the purpose of the current research is to investigate the effect of perceived service quality, website quality and reputation on the intention to buy online, given to account the role of trust and understanding of risk in online shopping among customers of Shahr Bank in Isfahan. This research is applied in terms of purpose and descriptive survey. The statistical population includes the customers of Shahr Bank of Isfahan province, so a sample size of 384 people was considered using Cochran's formula by simple random sampling method. In order to collect data, a questionnaire (perceived service quality, website quality, website reputation, purchase intention and trust online shopping by Hamzah, et al. (2017) and a questionnaire on perceived risk among customers by Ariffin et al. (2018) was used. The validity of the questionnaires was confirmed by the supervisor and the advisor and was also confirmed by calculating the divergent validity. Reliability of questionnaires using Cronbach's alpha coefficient for variables (perceived service quality, website quality, website reputation, purchase intention, trust online shopping, perceived risk in customers, respectively 0.84, 0.84, 0.86, 75 0.0, 0.87, 0.78) which are all more than 0.7 and were confirmed. For statistical calculations, SPSS software was used for descriptive statistics and Smart PLS for inferential statistics and hypothesis calculations. The findings of the research showed that perceived service quality and website quality have a significant effect on the online purchase intention of Shahr Bank customers of Isfahan province with the mediating role of trust. However, the hypotheses of website reputation on online purchase intention with the mediating role of trust and trust online shopping on online purchase intention due to the moderating role of perceived risk have not been confirmed.
References
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Mohseni, S., Jayashree, S., Rezaei, S., Kasim, A., & Okumus, F. (2018). Attracting tourists to travel companies’ websites: The structural relationship between website brand, personal value, shopping experience, perceived risk and purchase intention. Current Issues in Tourism, 21(6), 616–645. https://doi.org/10.1080/ 13683500.2016.1200539
Oghazi, P., Karlsson, S., Hellström, D., & Hjort, K. (2018). Online purchase return policy leniency and purchase decision: Mediating role of consumer trust. Journal of Retailing and Consumer Services, 41,
Pawlasová, P., & Klézl, V. (2017). Factors affecting Generation Y customers’ satisfaction with online group-buying purchases in South Korea. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 65(6), 2045–2054. https://doi.org/10. 11118/actaun201765062045Pelaez,
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Pejvak,O,Stefan,K.,b.,Daniel,Hb.(2021).From Mars to Venus: Alteration of trust and reputation in online shopping. Journal of Innovation & Knowledge Volume 6, Issue 4, October–December 2021, Pages 197-202
Qalati, S. Esthela, G., Wenyuan, Li, Sarfraz, Ah. (2021). Effects of perceived service quality, website quality, and reputation on purchase intention: The mediating and moderating roles of trust and perceived risk in online shopping. Cogent Business & Management (2021), 8: 1869363 https://doi.org/10.1080/23311975.2020.1869363
Mohd Zain2019.Perceived Service Quality Toward Customer Satisfaction in Majlis Perbandaran Seremban.
Rasouli, Elham, Abbasi, Rasool, Moini Hossein (2017), Investigating the effect of electronic service quality on the intention to buy books online with the mediating role of trust and company image. Library and Information Quarterly, Volume 21, Number 1.
Sahoo, N., Dellarocas, C., & Srinivasan, S. (2018). The impact of online product reviews on product returns. Information Systems Research, 29(3), 723–738. https://doi.org/10.1287/isre.2017.0736
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Shaifali Chauhan (2020). The Impact of Website Quality and Reputation on Purchasing Intention To wards Online Shopping. Journal of Content, Community & Communication. Vol. 10 Year 5, December- 2019 ISSN: 2395-7514 (Print)
Sharma, A., & Bahl, S. (2018). Influence of service quality of e-commerce websites on customers’ trust, commitment and loyalty: A case of Indian customers. International Journal of Research in Engineering, IT and Social Sciences, 8(9), 75–84.
Suryadi, N., Suryana, Y., Komaladewi, R., & Sari, D. (2018). Consumer, customer and perceived value: Past and present. Academy of Strategic Management Journal, 17(4), 1–9.
Stouthuysen, K., Teunis, I., Reusen, E., & Slabbinck, H. (2018). Initial trust and intentions to buy: The effect of vendor-specific guarantees, customer reviews and the role of online shopping experience. Electronic Commerce Research and Applications, 27, 23–38. https://doi.org/10.1016/j.elerap.2017.11.002
Tarhini, A., Alalwan, A. A., Al-Qirim, N., & Algharabat, R. (2018). An analysis of the factors influencing the adoption of online shopping. International Journal of Technology Diffusion, 9(3), 68–87. https://doi.org/10. 4018/IJTD.2018070105
Wu, W.-Y., & Chang, M.-L. (2007). The role of risk attitude on online shopping: Experience, customer satisfaction, and repurchase intention. Social Behavior and Personality: An International Journal, 35(4), 453–468. https://doi.org/10.2224/sbp.2007.35.4.453
Yuen, K. F., Wang, X., Wong, Y. D., Zhou, Q. (2018). The effect of sustainable shipping practices on shippers’ loyalty: The mediating role of perceived value, trust and transaction cost. Transportation Research Part E: Logistics and Transportation Review, 116, 123–135. https://doi.org/10.1016/j.tre.2018.06.002
Zhang X and Yu X (2020) The Impact of Perceived Risk on Consumers’ Cross-Platform Buying Behavior. Front. Psychol. 11:592246. doi: 10.3389/fpsyg.2020.592246
Almousa, M. (2011). Perceived risk in apparel online shopping: A multi dimensional perspective. Canadian Social Science, 7(2), 23–31. http://dx.doi.org/10.3968/ j.css.1923669720110702.003
Ariff, M. S. M., Sylvester, M., Zakuan, N., Ismail, K., & Ali, K. M. (2014). Consumer perceived risk, attitude and online shopping behaviour; empirical evidence from Malaysia [Paper presentation] IOP Conference Series: Materials Science and Engineering, Jakarta, Indonesia.
Ariffin,sh., Thenmoli, M., Yen, G.(2018). Influence of consumers’ perceived risk on consumers’ online purchase intention. Journal of Research in Interactive Marketing
Arnott, D. C., Wilson, D., Mukherjee, A., & Nath, P. (2007). Role of electronic trust in online retailing. European Journal of Marketing, 41(9/10), 1173–1202.,
Badwan, J. J., Al Shobaki, M. J., Naser, S. S. A., & Amuna, Y. M. A. (2017). Adopting technology for customer relationship management in higher educational institutions. International Journal of Engineering and Information Systems, 1(1), 20–28. http://dstore.alazhar.edu.ps/xmlui/handle/ 123456789/364.
Belanche, D., Casaló, L. V., & Guinalíu, M. (2012). Website usability, consumer satisfaction and the intention to use a website: The moderating effect of perceived risk. Journal of Retailing and Consumer
Chankoshi, Sadaf., Ashtiani, Peyman., Hosseini, Seyed Jalaluddin. (2021). Investigating the effect of trust, customer service and convenience on the willingness to shop online with the mediating role of attitude toward online shopping in Digistyle online store. Journal of Marketing, No. 52.
Chiu, H-C. (2012). A study on the cognitive and affective components of service quality. Total Quality Management, Vol. 13 Issue 2, 265-274
Chen, X., Huang, Q., & Davison, R. M. (2017). The role of website quality and social capital in building buyers’ loyalty. International Journal of Information
Chiu, C. M., Wang, E. T., Fang, Y.-H., & Huang, H.-Y. (2014). Understanding customers‘repeat purchase intentions in B2C e-commerce: The roles of utilitarian value, hedonic value and perceived risk. Information Systems Journal, 24(1), 85–114. https://doi.org/10. 1111/j.1365-2575.2012.00407.
Chuang, H.-M., & Fan, C.-J. (2011). The mediating role of trust in the relationship between e-retailer quality and customer intention of online shopping. African Journal of Business Management, 5(22), 9522–9529. https://doi.org/10.5897/AJBM.9000613
Di Fatta, D., Musotto, R., & Vesperi, W. (2016). Analyzing E-commerce websites: A quali-quantitive approach for the User Perceived Web Quality (UPWQ). International Journal of Marketing Studies, 8(6), 33–44. https://doi.org/10.5539/ijms.v8n6p33
Escobar-Rodríguez, T., & Bonsón-Fernández, R. (2017). Analysing online purchase intention in Spain: Fashion e-commerce. Information Systems and e-Business Management, 15(3), 599–622. https://doi.org/10. 1007/s10257-016-0319-6.
Fedorko, R., Bacik, R., & Kerulova, V. (2017). The analysis on the importance of the reputation management in relation to e-commerce subjects. Polish Journal of Management Studies, 15(1), 48–56. https://doi.org/10. 17512/pjms.2017.15.1.05Fornell,
Ghobadi Lemuki, Tohfa, Khani, Mehdi (2022). Investigating the effect of electronic service quality on customer satisfaction and trust in online shopping (case study: Digikala online store). Management Scientific Quarterly. Volume 3, Number 1, Serial Number 9, Pages 93-111.
Haji Heydari, Nastern., Hezaveh Hesar Maskan, Babak., Ashkani, Mehdi. (2019). The effect of website reputation and quality on customers' feelings, purchase intention and perceived risk. Business Management Research Spring and Summer 2019, Volume 12, Number 23.
Hamzah,Z., Siew, L., Sedigheh, M(2017). Elucidating perceived overall service quality in retail banking. International Journal of Bank Marketing
Hong, I. B., & Cha, H. S. (2013). The mediating role of consumer trust in an online merchant in predicting purchase intention. International Journal of Information Management, 33(6), 927–939. https:// doi.org/10.1016/j.ijinfomgt.2013.08.007
Jeon, H., Jang, J., & Barrett, E. B. (2017). Linking website interactivity to consumer behavioral intention in an online travel community: The mediating role of utilitarian value and online trust. Journal of Quality Assurance in Hospitality & Tourism, 18(2), 125–148. https://doi.org/10.1080/1528008X.2016.1169473.
Kemp, S. (2019). Digital 2019: Global internet use accelerates. https://wearesocial.com/blog/2019/01/digital- 2019-global-internet-use-accelerates
Khan, M. A. S., Du Jianguo, A. M., Saleem, S., Boamah, K. B., Javed, U., & Usman, M. (2019). Rejuvenating the concept of work alienation through job demands-resources model and examining its relationship with emotional exhaustion and explorative and exploitative learning. Psychology Research and Behavior Management, 12, 931–941. https://doi. org/10.2147/PRBM.S204193
Lee, T. S., Ariff, M. S. M., Zakuan, N., Sulaiman, Z., & Saman, M. Z. M. (2016). Online sellers’ website quality influencing online buyers’ purchase intention. [Paper presentation] IOP Conference Series: Materials Science and Engineering, Bali, Indonesia.
Mohseni, S., Jayashree, S., Rezaei, S., Kasim, A., & Okumus, F. (2018). Attracting tourists to travel companies’ websites: The structural relationship between website brand, personal value, shopping experience, perceived risk and purchase intention. Current Issues in Tourism, 21(6), 616–645. https://doi.org/10.1080/ 13683500.2016.1200539
Oghazi, P., Karlsson, S., Hellström, D., & Hjort, K. (2018). Online purchase return policy leniency and purchase decision: Mediating role of consumer trust. Journal of Retailing and Consumer Services, 41,
Pawlasová, P., & Klézl, V. (2017). Factors affecting Generation Y customers’ satisfaction with online group-buying purchases in South Korea. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 65(6), 2045–2054. https://doi.org/10. 11118/actaun201765062045Pelaez,
Pelaez, A., Chen, C.-W., & Chen, Y. X. (2019). Effects of perceived risk on intention to purchase: A meta-analysis. Journal of Computer Information Systems, 59(1), 73–84. https://doi.org/10.1080/ 08874417.2017.1300514
Pejvak,O,Stefan,K.,b.,Daniel,Hb.(2021).From Mars to Venus: Alteration of trust and reputation in online shopping. Journal of Innovation & Knowledge Volume 6, Issue 4, October–December 2021, Pages 197-202
Qalati, S. Esthela, G., Wenyuan, Li, Sarfraz, Ah. (2021). Effects of perceived service quality, website quality, and reputation on purchase intention: The mediating and moderating roles of trust and perceived risk in online shopping. Cogent Business & Management (2021), 8: 1869363 https://doi.org/10.1080/23311975.2020.1869363
Mohd Zain2019.Perceived Service Quality Toward Customer Satisfaction in Majlis Perbandaran Seremban.
Rasouli, Elham, Abbasi, Rasool, Moini Hossein (2017), Investigating the effect of electronic service quality on the intention to buy books online with the mediating role of trust and company image. Library and Information Quarterly, Volume 21, Number 1.
Sahoo, N., Dellarocas, C., & Srinivasan, S. (2018). The impact of online product reviews on product returns. Information Systems Research, 29(3), 723–738. https://doi.org/10.1287/isre.2017.0736
Saleh, K. (2019). Global Online retail spending – Statistics and trends. https://www.invespcro.com/blog/global- online-retail-spending-statistics-and-trends
Shafiee, M. M., & Bazargan, N. A. (2018). Behavioral customer loyalty in online shopping: The role of e-service quality and e-recovery. Journal of Theoretical and Applied Electronic Commerce Research, 13(1), 26–38. https://doi.org/10.4067/S0718-18762018000100103
Shaifali Chauhan (2020). The Impact of Website Quality and Reputation on Purchasing Intention To wards Online Shopping. Journal of Content, Community & Communication. Vol. 10 Year 5, December- 2019 ISSN: 2395-7514 (Print)
Sharma, A., & Bahl, S. (2018). Influence of service quality of e-commerce websites on customers’ trust, commitment and loyalty: A case of Indian customers. International Journal of Research in Engineering, IT and Social Sciences, 8(9), 75–84.
Suryadi, N., Suryana, Y., Komaladewi, R., & Sari, D. (2018). Consumer, customer and perceived value: Past and present. Academy of Strategic Management Journal, 17(4), 1–9.
Stouthuysen, K., Teunis, I., Reusen, E., & Slabbinck, H. (2018). Initial trust and intentions to buy: The effect of vendor-specific guarantees, customer reviews and the role of online shopping experience. Electronic Commerce Research and Applications, 27, 23–38. https://doi.org/10.1016/j.elerap.2017.11.002
Tarhini, A., Alalwan, A. A., Al-Qirim, N., & Algharabat, R. (2018). An analysis of the factors influencing the adoption of online shopping. International Journal of Technology Diffusion, 9(3), 68–87. https://doi.org/10. 4018/IJTD.2018070105
Wu, W.-Y., & Chang, M.-L. (2007). The role of risk attitude on online shopping: Experience, customer satisfaction, and repurchase intention. Social Behavior and Personality: An International Journal, 35(4), 453–468. https://doi.org/10.2224/sbp.2007.35.4.453
Yuen, K. F., Wang, X., Wong, Y. D., Zhou, Q. (2018). The effect of sustainable shipping practices on shippers’ loyalty: The mediating role of perceived value, trust and transaction cost. Transportation Research Part E: Logistics and Transportation Review, 116, 123–135. https://doi.org/10.1016/j.tre.2018.06.002
Zhang X and Yu X (2020) The Impact of Perceived Risk on Consumers’ Cross-Platform Buying Behavior. Front. Psychol. 11:592246. doi: 10.3389/fpsyg.2020.592246
Published
2023-06-20
How to Cite
Esmaeilian, M., Boroumand, N., & Nalchi, A. (2023). The effect of perceived service quality, website quality and reputation on the purchase intention online, considering the role of trust and perceived risk in online shopping (Case study: customers of Shahr Bank of Isfahan Province). Majlesi Journal of Mechatronic Systems, 11(3), 1-10. Retrieved from https://ms.majlesi.info/index.php/ms/article/view/534
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Articles
