Summary of – Technology readiness and e-service quality – impact on purchase intention and loyalty
Document Type
Article
Abstract
Study Background
The rapid growth of e-commerce and online shopping has made it crucial for businesses to understand the factors that influence consumer behavior in digital environments. Two key concepts that have emerged as significant in this context are technology readiness (TR) and e-service quality (ESQ). While these concepts have been studied separately, there is limited research examining their combined impact on important consumer outcomes such as purchase intention (PI) and behavioral loyalty (BL), particularly in emerging markets like India.
Research Goals and Hypotheses
This paper aims to explore the impact of technology readiness (TR) on e-service quality (ESQ) and the effect of ESQ and TR on purchase intention (PI) and behavioural loyalty (BL) in the context of online shopping.
Methodological Approach
The authors propose a conceptual model based on the existing literature. A questionnaire was designed to collect data, and analysis was done using a final sample of 341 respondents.
Results and Discoveries
The results show how TR significantly impacts ESQ, PI, and BL. The outcomes also highlight that only three dimensions of ESQ have a positive impact on both PI and BL. The system availability dimension of ESQ impacts neither PI nor BL. Therefore, TR and ESQ together play a vital role as enablers in influencing BL and PI in the online shopping context.
The study results will serve as a guide to business-to-consumer e-commerce players and help them to determine how TR and ESQ dimensions will help them to build BL and PI for online shopping.
Citation to the base paper:
Goutam, D., Ganguli, S. and Gopalakrishna, B.V. (2022), "Technology readiness and e-service quality – impact on purchase intention and loyalty", Marketing Intelligence & Planning, Vol. 40 No. 2, pp. 242-255. https://doi.org/10.1108/MIP-06-2021-0196
Publication Date
2022
Recommended Citation
Goutam, D., Ganguli, S. and Gopalakrishna, B.V. (2022), "Technology readiness and e-service quality – impact on purchase intention and loyalty", Marketing Intelligence & Planning, Vol. 40 No. 2, pp. 242-255. https://doi.org/10.1108/MIP-06-2021-0196
Publication Date
2022
Recommended Citation
Goutam, Doddahulugappa; Ganguli, Shirshendu; and Gopalakrishna, B.V., "Summary of – Technology readiness and e-service quality – impact on purchase intention and loyalty" (2022). Open Access archive. 9356.
https://impressions.manipal.edu/open-access-archive/9356
