Determinants of Customer Purchase Intention in Electronic Service

Compared to traditional service, the characteristics of the customer behavior in electronic service are personalized demand, convenient consumed circumstance and perceptual consumer behavior. Therefore, customer behavior is an important factor to facilitate online electronic service. The purpose of this study is to explore the key success factors affecting customer purchase intention of electronic service through the behavioral perspectives of customers. Based on the theory of technology acceptance model (TAM) and self service technology (SST), the study proposes a theoretical model for the empirical examination of the customer intention for purchasing electronic services. A comprehensive survey of online customers having e-shopping experiences is undertaken. Then this model is tested by means of the statistical analysis method of structure equation model (SEM). The empirical results indicated that perceived usefulness and perceived assurance have a significant impact on purchase in e-service. Discussion and implication are presented in the end.