A service quality framework for online businesses to predict consumer positive behaviors

Today, firms are highly reliant on technology, and their profitability depends on customer demands. Every consumer can be a marketer and advertiser for the firm’s products/services and, thus, consumer trust and satisfaction are critical for the firm’s success. This study aimed to investigate the role of trust and satisfaction for service quality to affect consumer behaviors in the e-commerce context. An online survey was conducted from November ۲۰۲۲ to March ۲۰۲۳ and ۴۰۰ valid responses were received. The data were collected from the customers of Digikala and analyzed by structural equation modeling and hierarchical multiple regression analysis. The results indicated the positive effect of e-service quality on e-trust, e-satisfaction, and customer behavior. In addition, e-trust and e-satisfaction mediated the association of e-service quality and positive outcomes. The psychological risk was a significant moderator of the relationship between e-service quality and outcome variables. These findings can increase the understanding of online businesses about the role of e-trust and e-satisfaction in advancing the consumer outcomes of e-service quality. Accordingly, this study contributes to knowledge and practice through its implications.

کلیدواژه ها:

Online Service Quality ، Trust ، Satisfaction ، Psychological Risk ، Online Consumer Behavior