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A consumption system model integrating quality, satisfaction and behavioral intentions in online shopping

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Abstract

A consumption system has two constitutive dimensions: the structural elements and the transaction process. Little attention has been paid to the effect of the consumption system on customer satisfaction and behavioral intentions during online shopping. This paper develops and tests a consumption system model for online shopping that incorporates both product and e-service elements, and the online and offline stages of the transaction process. Applying the transaction process of online shopping, this paper dichotomizes perceived product quality into online perceived product quality (OnPPQ) and offline perceived product quality (OffPPQ), and proposes four dimensions of e-service quality integral to the transaction process. An integrative model is proposed to link OnPPQ, OffPPQ, e-service quality, satisfaction and behavioral intentions. The research was based on empirical data from over 260 university students with experience purchasing apparel from online shops. Structural equation modelling was used to test the model and the hypotheses. The results show that perceived e-service quality, OnPPQ and OffPPQ significantly affect customer satisfaction. However, only customer satisfaction and OffPPQ have a direct effect on behavioral intention. A consumption system model successfully theorizes the dimensions of perceived product quality and e-service quality. The model considers the simultaneous effects of the two structural elements, product and e-service, as well as the temporal effect of the online shopping transaction process. Different structural elements in separate transaction processes have distinct effects on satisfaction and behavioral intentions. The research and its results are especially valuable for online shopping for physical goods.

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Acknowledgments

The paper is supported by the National Natural Science Foundation of China (#71233003, #71131003, #71473087, #71420107024), the Key Project of Philosophy and Social Sciences Research, Ministry of Education (#12JZD042), the Fundamental Research Funds for the Central Universities, SCUT (2015ZZ058).

Author information

Authors and Affiliations

  1. Department of Systems Engineering and Engineering Management, City University of Hong Kong, 83 Tat Chee Avenue, Kowloon, Hong Kong, China

    Hongyi Sun

  2. School of Business Administration, Zhejiang University of Finance and Economics, Xiasha, Hangzhou, 310018, China

    Wenbin Ni

  3. School of Business Administration, South China University of Technology, Guangzhou, 510641, China

    Zhiqiang Wang

Authors
  1. Hongyi Sun
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  2. Wenbin Ni
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  3. Zhiqiang Wang
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Corresponding author

Correspondence to Wenbin Ni.

Appendix: Construct measurement

Appendix: Construct measurement

Constructs

Measurement items

Website quality [18, 40]

WQ1. The operation and usability of the website by online shops

WQ2. The fineness and attractiveness of the layouts of online shops

WQ3. The clarity of catalogues on the website pages of online shops

WQ4. The degree of detail of product information provided by online shops

Before-sale service quality [18, 19]

BQ1. Before-sale service of the online shop is provided (e.g. recommendation of product, solving problem)

BQ2. The efficiency of the online shop in responding to my requests and questions

BQ3. The correct product I ordered was sent (e.g. size, quantity, color)

BQ4. The purchase amount is shown correctly (e.g. delivery fee, deduct amount)

BQ5. A favorable price or discount is offered

Transaction quality [17, 21]

TQ1. The security of the transaction on the website of online shops (e.g. protection of personal information)

TQ2. The reliability of payment methods of online shops

TQ3. The variety of payment methods of online shops

TQ4. The clarity of the description of flow for ordering products

After-sale service quality [18, 19]

AQ1. The after-sale service is provided (e.g. exchange, refund)

AQ2. The convenience of procedures for returned or exchanged products

AQ3. The time required to deliver products

AQ4. The reliability of delivery methods of online shops

AQ5. The online shops can fulfill the stated duties (e.g. prompt delivery of goods, returned or exchanged service, assurance of real products)

OnPPQ [30, 38, 39]

OnQ1. The design of the apparel in online shop is what I want

OnQ2. The fabric of the apparel in online shop is what I want

OnQ3. The color of the apparel in online shop is what I want

OnQ4. The size of the apparel in online shop is what I want

OffPPQ [30, 38, 39]

OfQ1. The workmanship of the products meets/exceeds the online evaluation

OfQ2. The correct description of products is provided by the online shop (e.g. size, fabric, color, design)

OfQ3. The coincidence between the real product and personal expectation

Customer satisfaction [30, 42]

CS1. I am satisfied with the customers’ service

CS2. I am satisfied with the overall product quality

CS3. I am satisfied with the whole flow of online shopping

CS4. I am satisfied with the overall feeling and experience of online shopping

CS5. The products are certainly worth the price

CS6. The products and service fill my need

CS7. Online shopping is reliable

CS8. The products fulfill my expectations

Behavioral intentions [6, 32]

BI1. After online shopping in this online shop, I will leave a comment on it

BI2. I will recommend this online shop to my family and friends

BI3. Even if the same products are sold in different online shops, I will still choose this online shop

BI4. I always pay attention to the new products or discounts of this online shop

BI5. As long as this online shop sells clothes, I would not switch to other shops

BI6. When I want to make a purchase of apparel, this online shop is my first choice to visit

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Sun, H., Ni, W. & Wang, Z. A consumption system model integrating quality, satisfaction and behavioral intentions in online shopping. Inf Technol Manag 17, 165–177 (2016). https://doi.org/10.1007/s10799-015-0254-0

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