Int. J. of Applied Systemic Studies   »   2017 Vol.7, No.1/2/3

 

 

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Title: Empirical online big data analysis shopping behaviour based on fsQCA approach

 

Authors: Chun-Hui Wu; Huan-Ming Chuang; Chien-Ku Lin; Chyuan-Yuh Lin

 

Addresses:
Department of Information Management, National Formosa University, No. 64, Wunhua Rd., Huwei Township, Yunlin County 632, Taiwan
Department of Information Management, National Yunlin University of Science and Technology, 123, University Road, Section 3, Douliou, Yunlin 64002, Taiwan
Department of Information Management, National Yunlin University of Science and Technology, 123, University Road, Section 3, Douliou, Yunlin 64002, Taiwan
Department of Information Management, National Yunlin University of Science and Technology, 123, University Road, Section 3, Douliou, Yunlin 64002, Taiwan

 

Abstract: Social media networks flourishing make electronic store (e-store) to become wider variety of multimedia services. In order to provide customers with more high service quality, we must understand the key factors of customer shopping behaviour that improve e-store performance by reference. In order to understand the impact of business relationship between the customer and the e-store, we use fuzzy set qualitative comparative analysis (fsQCA) method to analyse the framework of the study with empirical data and conclude three directions as below: 1) the results of fsQCA reveal that situations combining promising positive reliability, responsiveness, assurance, environment quality, delivery quality and outcome quality can lead to a higher level of customer satisfaction and affective commitment; 2) the results exhibit that customers are more willing to purchase again if they experience positive service satisfaction or highly affective commitment; 3) positive affective commitment supports customer advocacy intention.

 

Keywords: social media; e-store; multimedia services; service quality; fuzzy set qualitative comparative analysis; fsQCA.

 

DOI: 10.1504/IJASS.2017.10009791

 

Int. J. of Applied Systemic Studies, 2017 Vol.7, No.1/2/3, pp.174 - 188

 

Date of acceptance: 15 Jun 2017
Available online: 18 Dec 2017

 

 

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