Impact of Demographic Characteristics on Relationship between Customers Perceived Service Quality and Websites Services in Electronic Markets

ABSTRACT: In this work, it is attempted to investigate opinions of potential purchasers of these markets and identifythe impact of different factors on perceived service quality in these markets. 200 online consumer ofKhoram Abad City are surveyed through the questionnaire. "Usefulness", "enjoyment", "external characteristics", "reliability" and "responsiveness" are the factors that have a positive impact on perceived service quality. The effect of "ease of use" and "guarantee" on perceived service quality is not confirmed. Among the demographic variables, while gender, marital statusmoderate the relationship between usefulness, enjoyment, external characteristics and reliability,age hasno moderating role.