Abstract
China is emerging as one of the largest business to consumer retail market space in the world. Chinese digital consumers may exhibit different online shopping behaviour as compared to consumers in other parts of the world. Most research on consumer behaviour and e-service quality today relies on traditional service quality models. The aim of this paper is to propose and empirically verify an e-service quality model based on the B2C market space in the context of China's market. Key dimensions of e-service quality influencing quality perceptions of Chinese consumers and its impact on e-satisfaction are studied. The empirical results suggest that e-retailers should focus on website aesthetics and personalisation. Theoretical and managerial implications are also elaborated.
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