Consumer satisfaction and word-of-mouth in Electronic Commerce: a possible segmentation method

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Kemény, Ildikó and Simon, Judit and Nagy, Ákos and Szűcs, Krisztián (2015) Consumer satisfaction and word-of-mouth in Electronic Commerce: a possible segmentation method. In: 2nd International Symposium on Partial Least Squares Path Modeling - The Conference for PLS Users., 16 June 2015 - 19 June 2015, Seville, Spain .

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Event: 2nd International Symposium on Partial Least Squares Path Modeling - The Conference for PLS Users., 16 June 2015 - 19 June 2015, Seville, Spain
Abstract:Over the last 10 years the B2C online market and its characteristics – for example the perceived electronic service quality (e-SQ) – has become a relevant research area, not only in the Western countries but also in smaller, less-developed countries. Therefore the first aim of this paper is to provide a description of an analysis into how the dimensions of perceived e-SQ relate to satisfaction and WOM intention in Hungary. Secondly, using the results of a PLS-SEM model we show how consumers may be segmented based on their perceptions of quality. According to our research only the dimension of efficiency and responsiveness have a significant positive effect on satisfaction, and the perception of the quality of fulfilment’s also significantly influences word-of-mouth intention. Using the relevant latent variable scores a segmentation method was developed in which four significantly different segments were identified.
Item Type:Conference or Workshop Item (Paper)
Uncontrolled Keywords:E-service quality perception, segmentation, e-commerce, word-of-mouth
Link to this item:http://dx.doi.org/10.3990/2.354
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