Abstract
ABSTRACTThis study develops a comprehensive e-service quality measure of e-commerce platforms as intermediaries, which considers both the functionality of the website itself and the performance assessment of independent sellers. The study further investigates the joint impacts of both the attributes of e-commerce platforms and the performance of independent sellers on users’ online shopping experience: perceived online transaction value and the ensuing satisfaction. Finally, the study examines the effects of e-service quality on the outcome variables across two major e-commerce platforms as intermediaries, eBay and Amazon. The multiple-group structural model analysis provides important insights to understanding differing impacts of different quality components on shopping experiences across various online marketplaces. Theoretical and managerial implications are discussed.
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