Doddahulugappa Goutam, Shirshendu Ganguli and B.V. Gopalakrishna
This paper aims to explore impact of technology readiness (TR) on e-service quality (ESQ) and effect of ESQ and TR on purchase intention (PI) and behavioral loyalty (BL) in the…
Abstract
Purpose
This paper aims to explore impact of technology readiness (TR) on e-service quality (ESQ) and effect of ESQ and TR on purchase intention (PI) and behavioral loyalty (BL) in the context of online shopping.
Design/methodology/approach
With the help of the existing literature, the authors propose a conceptual model. Questionnaire was designed to collect data, and analysis has been done using a final sample of 341 respondents.
Findings
The results show how TR has a significant impact on ESQ, PI and BL. Outcomes also highlight that only three dimensions of ESQ have a positive impact on both PI and BL. 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 online shopping context.
Practical implications
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.
Originality/value
This is one of the first studies that takes into consideration both TR and ESQ and check how they impact PI and BL. Also, in the Indian context, it is an under-researched area and tries to fulfill this gap.