Kuo-Chien Chang

The impact of website quality on customer satisfaction and purchase intention: perceived playfulness and perceived flow as mediators

The purposes of this study are to examine whether perceived playfulness and perceived flow would mediate the relationships among website quality, customer satisfaction, and purchase intention, as well as to assess the degree of reciprocity between perceived playfulness and perceived flow in an online travel agency context. This study suggested a research framework for testing the relationships among the constructs based on the stimulus-organism-response framework. In addition, this study developed a non-recursive model. After validating the measurement scales, empirical analyses were conducted using structural equation modelling. The findings confirm that website quality affects customers’ perceived playfulness and perceived flow, and in turn, would influence their satisfaction and purchase intention. Notably, this study finds that the service quality is more important than information and system quality in influencing customer satisfaction and purchase intention. Furthermore, the study reveals that the relationship between perceived playfulness and perceived flow is reciprocal. Based on the findings, the implications are discussed in the paper and directions for future research are also highlighted.

Applying loss aversion to investigate service quality in logistics: A moderating effect of service convenience

Purpose – Using the concept of loss aversion, this paper aims to investigate the relationship between service quality and customer loyalty in the home delivery industry. The second purpose of this paper is to investigate the moderating effect of service convenience in the relationship between service quality and customer loyalty. Furthermore, this paper attempts to demonstrate the existence of a moderating effect either on the service quality loss (SQLOSS)‐customer loyalty link, or on the service quality gain (SQGAIN)‐customer loyalty link, or on both.Design/methodology/approach – In this paper, the research model and hypotheses are constructed through a literature review. Data are collected by a questionnaire survey, and the adapted SERVQUAL scale is taken as the measurement instrument. Structural equation modeling is adopted to confirm the above relationships.Findings – From the results come the finding that a loss in service quality has a greater effect on customer loyalty than that of a SQGAIN in the ...

The effect of service convenience on post‐purchasing behaviours

Purpose – This paper attempts to investigate the casual relationships among service convenience, perceived service value, perceived service guarantee strength, customer satisfaction, and loyalty. Although previous studies have addressed the importance of these variables, the understanding of the mediating effect of customer‐perceived service value and the moderating effect of customer‐perceived service guarantee strength on customer post‐purchasing behaviours still remain key issues.Design/methodology/approach – A statistical analysis of the collected questionnaires was computed based on the 498 usable responses from the four branches of the selected Chinese chain restaurant. Structural equation modelling is the essential analysis methodology used to examine the hypothesised relationships among the variables.Findings – Analysis confirms that customer satisfaction is positively influenced by service convenience, whereas customer loyalty is positively influenced by customer satisfaction. Furthermore, custom...

Integrating loss aversion into a technology acceptance model to assess the relationship between website quality and website user's behavioural intentions

Incorporating the loss aversion concept into the technology acceptance model (TAM), this paper endeavours to investigate the relationship between website quality and website users behavioural intentions in the travel agency sector. A statistical analysis of the collected questionnaires was computed based on the 1279 usable responses from the selected websites of travel agencies. Structural equation modelling is the essential analysis methodology used to examine the hypothesised relationships among the variables. Joining the loss aversion concept, the results indicate that a decrease in website quality from the website users expectation will decrease the perceived use of ease and usefulness towards the website and then influence website users behavioural intentions, but that an increase in website quality has no significant effects on these two TAM constructs. The results also suggest that perceived ease of use, perceived usefulness, and attitude are acting as important mediators within the model. This study demonstrates the effect of asymmetric response of website quality on website users behavioural intentions. A discussion of the findings including managerial implications is also presented in this paper.

Investigating the Effect of Service Quality on Customer Post-Purchasing Behaviors in the Hotel Sector: The Moderating Role of Service Convenience

This study contributes to a conceptual model indicating the effect of service quality on customer post-purchasing behaviors in the hotel sector by including both the mediating role of customer satisfaction and the moderating role of customer-perceived service convenience. The analysis confirms that customer satisfaction is positively influenced by service quality whereas behavioral intention is positively influenced by customer satisfaction. Therefore, behavioral intention is indirectly influenced by service quality through customer satisfaction. Finally, another key finding is that the relationship between customer satisfaction and behavioral intention is stronger for customers who perceive high service convenience than for those who perceive low service convenience. According to these findings, implications and future research directions are discussed.

Applying a Kansei engineering-based logistics service design approach to developing international express services

Purpose – To obtain a competitive advantage in the logistics market, international express companies should design services to stimulate customers’ usage intention by understanding customers’ affective perceptions (or in Japanese, Kansei) of the service offerings. Thus, the purpose of this paper is to analyze the relationships among the service elements of international express, customer Kansei perceptions, and intentions to use the service, to provide new ideas for the design of international express services (IESs). Design/methodology/approach – By using Kansei engineering approach, customers’ Kansei perceptions related to elements of IES are first determined, and the logistic regression technique is then used to analyze three constructed models based on the relationships among the service elements of international express, customers’ Kansei perceptions, and usage intention. Findings – Accordingly, five critical service elements that correspond to four vital Kansei words related to usage intention were ...

How travel agency reputation creates recommendation behavior

Purpose – The purpose of this study is to explore the effect of travel agency’s reputation on customer recommendation behavior by examining the mediating effects of customer-perceived functional and emotional value as well as the moderating effects of tour leader performance and customer flow experience in the travel agency sector. Design/methodology/approach – A statistical analysis of the collected questionnaires was computed based on the 463 usable responses from Taiwan tourists who joining the group package tours traveling to China. Structural equation modeling is the essential analysis methodology used to examine the hypothesized relationships among the variables. Findings – The analysis results confirm that reputation has positive effects on customers recommendation behaviors in which perceived functional and emotional value work as necessary mediating roles. Nevertheless, the effect of reputation through emotional value on customer recommendation behavior provides a much better explanation than thr...

Investigating the determinants of e-book adoption

Purpose The purpose of this paper is to examine the key factors that affect users’ adoption of e-books using an extension of the unified theory of acceptance and use of technology (UTAUT) that includes the following factors: environmental concerns, perceived benefits, and benevolence trust. Design/methodology/approach The authors analyzed survey responses from 343 participants using structural equation modeling to examine the hypothesized relationships in this research model. Findings The results show that users’ adoption of e-books is determined by performance expectancy, effort expectancy, social influence, facilitating conditions, environmental concern, perceived benefit, and benevolence trust. Research limitations/implications The authors restricted this study to consumers’ adoption of e-books. Further studies could examine consumer’s adoption of other mediums, such as cutting-edge information technologies. Practical implications The results suggest that marketers should consider altering their methods of promoting e-books to attract consumers and further affect their usage intention. Originality/value This study proposes and tests an extended UTAUT model that includes the additional factors of environmental concern, perceived benefit, and benevolence trust in order to examine the influence of these factors on e-book adoption. The findings are particularly useful for assisting managers to increase e-book adoption.

How a branded website creates customer purchase intentions

This paper aims to investigate whether customers’ perceptions of the quality and brand equity of a branded website affect purchase intentions, and to explore the mediating effects of trust and perceived risk in this relationship. Links between purchase intention and both trust and perceived risk, moderated by electronic word of mouth (eWOM), are also examined. A research model for testing relationships among these constructs based on the stimulus-organism-response (S-O-R) framework is outlined. A statistical analysis of the collected questionnaires was computed from the website of a target chain restaurant in Taiwan (T.G.I. Friday’s). Structural equation modelling (SEM) was used to examine the hypothesised relationships among the variables. The findings confirm that potential customers’ perceptions of both the quality and brand equity of a branded website affect their trust and perceived risk, and, in turn, their purchase intentions. This study also reveals the existence of a moderating effect of eWOM on the links between both trust and perceived risk and purchase intentions. Based on the findings, the implications are discussed, and directions for future research are highlighted.