Title: How e-service quality influence post-purchase behaviour: the mediating role of perceived value and the moderating of perceived risk

Authors: Ha Thu Nguyen; Anh Chi Phan; Phuong Hien Nguyen

Addresses: University of Economics and Business, Vietnam National University, Hanoi, 144 Xuan Thuy, Cau Giay, Hanoi, Vietnam ' University of Economics and Business, Vietnam National University, Hanoi, 144 Xuan Thuy, Cau Giay, Hanoi, Vietnam ' Hanoi Telecom Corporation, 2 Duy Tan, Cau Giay, Hanoi, Vietnam

Abstract: This paper presents the results of an empirical study on the relationship between e-service quality dimensions and consumer post-purchase behaviour as perceived value, satisfaction and loyalty in online shopping. PLS-SEM technique was applied to analyse the data collected from 468 Vietnamese consumers between December 2018 and June 2019. The analytical results indicate that information quality aspects (information accuracy, web design, security, ease of use, and website features) positively impact on outcome quality (order condition, timeless, and order accuracy) and outcome quality positively affects customer satisfaction. By emphasising the moderating role of perceived risk and the mediating role of perceived value, this study provides interesting managerial implications and contributes to the literature by suggesting a different approach on the topic of improving customer satisfaction in the electronic commerce environment.

Keywords: e-service quality; perceived value; perceived risk; customer satisfaction; customer loyalty; e-commerce.

DOI: 10.1504/IJEMR.2023.131817

International Journal of Electronic Marketing and Retailing, 2023 Vol.14 No.3, pp.257 - 274

Received: 17 Jun 2021
Accepted: 29 Sep 2021
Published online: 04 Jul 2023 *

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