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Electronic service quality in online shopping and risk reduction strategies
Technological Educational Institute of Athens, Athens, Greece.
Technological Educational Institute of Central Greece, Thiva, Greece.
Technological Educational Institute of Central Greece, Thiva, Greece.
Linnaeus University, Faculty of Technology, Department of Informatics.ORCID iD: 0000-0002-8132-2698
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2014 (English)In: Journal of Systems and Information Technology, ISSN 1328-7265, E-ISSN 1758-8847, Vol. 16, no 3, p. 170-186Article in journal (Refereed) Published
Abstract [en]

Purpose – This paper investigates risk reduction strategies in online shopping through the perspective of buyer's trust.

Design/methodology/approach – An explanatory research approach is adopted in order to identify cause-and-effect relationships between e-quality and customers' loyalty, satisfaction and trust. This approach is accomplished through field research, which is based on a structured questionnaire that utilizes the E-S-QUAL tool, which is a multiple-item general scale for measuring electronic service quality. The sample is consisted of 92 e-buyers (consumers).

Findings – The field research revealed that three e-quality dimensions, namely ease of use, customization and assurance, e-scape and responsiveness have significant positive effects on e-loyalty and e-satisfaction. Regarding e-trust, only customization and assurance exerts a significant positive effect.

Research limitations/implications – The field research provides in depth understanding of relationships among e-loyalty, e-satisfaction, and e-trust. The majority of the respondents are young people living in Athens, Greece, highly educated with a relative low monthly income.

Originality/value – This study investigates how trust is affecting the consumers' engagement to e-commerce, suggesting the appropriate security that should be taken in order to mitigate perceived risks. Reviewing security measures can help reduce risks of an e-company, and simultaneously enforce the level of trust and customers intentions to buy.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2014. Vol. 16, no 3, p. 170-186
Keywords [en]
online shopping, e-commerce, e-trust, risk reduction
National Category
Computer and Information Sciences
Identifiers
URN: urn:nbn:se:lnu:diva-33882DOI: 10.1108/JSIT-01-2014-0008Scopus ID: 2-s2.0-84927523295OAI: oai:DiVA.org:lnu-33882DiVA, id: diva2:712132
Available from: 2014-04-14 Created: 2014-04-14 Last updated: 2018-01-11Bibliographically approved

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Eberhagen, Niclas

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Citation style
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