Online Purchasing of Simple Retail Goods: The Impact of e-Service Quality as Provided by Electronic Commerce Functionalities

This paper explores the impact of e-service quality, Web site information quality and Web site quality on customer satisfaction with the purchasing process as it relates to product life cycle. Two variables are proposed to assess e-service quality: e-commerce (EC) functionalities available on the Web site and the confirmation of the customer´s expectations of those EC functionalities. The proposed research model is tested with data collected from 111 purchasing experiences involving simple goods. Analysis of the results shows that customer satisfaction is positively impacted by each of its determinants. In turn, customer intent to repurchase on the Web site is positively influenced by customer satisfaction. Moreover, this paper highlights several implications that could help B2C Web sites improve their e-service quality.