E-purchase quality perception in the case of a Hungarian online bookstore

Abstract

THE AIM OF THE STUDY

Over the last decade the business-to-consumer online market has been growing very fast. In marketing literature a lot of studies have been created focusing on understanding and measuring electronic service quality, online-consumer satisfaction and word of mouth. The aim of this study is to analyse the relationship between e service quality, satisfaction, WOM and repurchasing intention in the case of a Hungarian online bookstore.

METHODOLOGY

The data were analyzed with PLS-SEM method, and in our research we analyzed separated the WOM and repurchasing intention.

RESULTS

Our results show, that the dimension of efficiency, system availability, and responsiveness has a positive significant effect on the analyzed variables, and the compensation has a negative, significant effect.

MANAGERIAL IMPLICATION

Our research shows that in e-commerce repurchasing intention and word-of-mouth intention are influenced by some technology-based as well some human-based components of e-service quality, but technology-based components are more important. The fulfilment also plays an important part, although this is usually an outsourced function of the company, such as in the case of the bookstore company analyzed. These results also indicate that with web-shops managers should focus not only on online features but also on offline human-based interactions and on the quality of their partners (for example, delivery services).