Title: The role of product involvement in e-service evaluations

Authors: Paul Wang, Siegfried Gudergan, Ian Lings

Addresses: School of Marketing, University of Technology, P.O. Box 123, Broadway, NSW 2007, Sydney, Australia. ' School of Marketing, University of Technology, P.O. Box 123, Broadway, NSW 2007, Sydney, Australia. ' School of Marketing, University of Technology, P.O. Box 123, Broadway, NSW 2007, Sydney, Australia

Abstract: This paper provides conceptual and empirical insights into consumers| evaluations of online services and their consequent behavioural intentions. We show that behavioural intentions in online contexts are driven primarily by two factors, namely online service satisfaction and perceived service quality. Perceived sacrifice and service quality are found to have an indirect effect on online service satisfaction through their influences on perceived value associated with the online service. In addition, we examine the moderating effects of product involvement and discuss the implications of our research findings.

Keywords: online services; behavioural intentions; empirical modelling; product involvement; e-service evaluation; consumer evaluation; consumer behaviour; service satisfaction; service quality; consumer perceptions.

DOI: 10.1504/IJEMR.2008.016817

International Journal of Electronic Marketing and Retailing, 2008 Vol.2 No.1, pp.59 - 79

Published online: 24 Jan 2008 *

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