Abstract
Although the internet is a popular shopping medium for global consumers, research into the issues of online shopping is still scarce. This study attempts to serve as a basis for internet marketing by employing a holistic model to conceptualize e-service quality. The survey results from 444 college students suggest that the three dimensions of e-service quality: interaction quality, environmental quality, and outcome quality, do have significant impacts on online customer’s perceived value and loyalty. Both utilitarian and hedonic values are positively related to customer loyalty. This study concludes with discussions of managerial implications and directions for future research.
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