Implication and Scale Development of Internet Sports Shopping Mall Service Quality(E-SSMSQ)

Abstract

The purpose of this study was (a)to clearly define the concept of service quality as it relates to the online sports shopping mall, and (b)to develop and validate a psychometrically sound measurement scale, (c)examine the relationship among service quality and shopping satisfaction and intention of recommendation for marketing strategy internet sport shopping mall management. Following Churchill’s(1979) suggestions, the author developed internet Sports Shopping Mall Service Quality(E-SSMSQ). For the development E-SSMSQ (1)literature review, (2)focus group interview, (3)in-depth interviews (4)pilot test(n=97), (5)first data collected(n=459), (6)Frequency analysis, descriptive analysis, exploratory factor analysis(EFA) and reliability analysis for items evaluation, (7)confirmatory factor analysis(CFA) and correlation analysis for scale validation, (8)CFA, correlation analysis and structural equation model(SEM) test for predictive validity used second data collected(n=471). The current study conceptualized the service quality in the context E-SSMSQ by incorporating interaction, efficiency, order processing, information, security, and design. The authors also developed 20 items E-SSMSQ. The results of SEM support the psychometric property of the scale. First, interaction, efficiency and order processing of E-SSMSQ had significantly influence on internet shopping mall satisfaction. Interaction, efficiency, security, and design of E-SSMSQ had significantly influence on internet shopping mall intention of recommendation.