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Consumer satisfaction and word-of-mouth in Electronic Commerce: a possible segmentation method

 

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Opened Access Consumer satisfaction and word-of-mouth in Electronic Commerce: a possible segmentation method
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Author: Kemény, Ildikó
Nagy, Ákos
Simon, Judit
Szűcs, Krisztián
Date: 2015
ISBN/ISSN: 9789036540568
Document type: Presentation
Abstract: Over the last 10 years the B2C online market and its characteristics – for example the perceived electronic service quality (e-SQ) – has become a relevant research area, not only in the Western countries but also in smaller, less-developed countries. Therefore the first aim of this paper is to provide a description of an analysis into how the dimensions of perceived eSQ relate to satisfaction and WOM intention in Hungary. Secondly, using the results of a PLS-SEM model we show how consumers may be segmented based on their perceptions of quality. According to our research only the dimension of efficiency and responsiveness have a significant positive effect on satisfaction, and the perception of the quality of fulfilment’s also significantly influences word-of-mouth intention. Using the relevant latent variable scores a segmentation method was developed in which four significantly different segments were identified.
Size: 741.2Kb
Format: PDF

URI: http://hdl.handle.net/11441/54864

DOI: 10.3990/2.354

This work is under a Creative Commons License: 
Attribution-NonCommercial-NoDerivatives 4.0 Internacional

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