Effects of Web retail service quality and product categories on consumer behavior: a research model and empirical exploration

@article{Choi2004EffectsOW,
  title={Effects of Web retail service quality and product categories on consumer behavior: a research model and empirical exploration},
  author={Byounggu Choi and Choongseok Lee and Heeseok Lee and Mani R. Subramani},
  journal={37th Annual Hawaii International Conference on System Sciences, 2004. Proceedings of the},
  year={2004},
  pages={10 pp.-}
}
This paper explores how Web retail service quality at the point of purchase influences consumers' perceptions of value and willingness to buy. In particular, this study highlights how Web retail service quality has different effects on perceived product quality, value, and willingness to buy according to product categories. We provide a research model on the basis of service quality, product categories on the Web, and marketing theories for consumers' purchase behavior. Consumer perceptions of… CONTINUE READING

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