Electronic service quality in online shopping and risk reduction strategies. Issue 3 (5th August 2014)

• Record Type: Journal Article
• Authors: Vos, Angeliki; Marinagi, Catherine; Trivellas, Panagiotis; Eberhagen, Niclas; Giannakopoulos, Georgios; Skourlas, Christos
• Editors: Georgios Giannakopoulos and Professor Damianos Sakas, Professor
• Is Part Of: Journal of systems and information technology. Volume 16:Issue 3(2014)
• Page Start: 170
• Page End: 186
• Publication Date: 2014-08-05
• Subjects: Online shopping -- E-Commerce -- E-Trust -- Risk reduction; Management information systems -- Periodicals; Information storage and retrieval systems -- Periodicals; Information technology -- Periodicals; 004.205
• DOI: 10.1108/JSIT-01-2014-0008
• Languages: English
• ISSNs: 1328-7265

Abstract

Abstract : Purpose: – The purpose of this paper is to investigate risk reduction strategies in online shopping through the perspective of buyer's trust. Design/methodology/approach: – An explanatory research approach is adopted 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 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.