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Title: Measuring the results in B2C e-commerce
Authors: Melián-Alzola, Lucía 
Padrón-Robaina, Víctor 
UNESCO Clasification: 531211 Comercio
Keywords: Comercio electrónico
Issue Date: 2007
Publisher: 0265-671X
Journal: International Journal of Quality and Reliability Management 
Abstract: Purpose - The purpose of this paper is to analyze the role and importance of results in B2C e-commerce from the customer's perspective, together with impact on overall perceived quality and customer attitudes. Design/methodology/ approach - The data base for this study was obtained from a sample of 191 individuals who had purchased on the internet and the techniques used in the statistical analysis of the data were as follows: principal components analysis, structural equations and regression analyses. Findings - Two dimensions - cost and guarantee - explain value in e-commerce. In the data resulting from the analyses, guarantee turns out to be a more important factor with respect to overall perceived quality and consumer attitudes than cost. Research limitations/implications - If a company manages to improve its e-commerce transaction results, this will have a favorable effect on overall perceived quality and consumer attitudes. In other words, the result is as important as the process for a successful purchase. Practical implications - The scale, integrated for the dimensions "guarantee" and "cost" should help firms to identify and improve their B2C e-commerce results from the customer perspective. Consequently, it will have a positive effect on overall quality, disposition to repeat and disposition to recommend. Originality/value - Companies operating on the internet will find a number of suggestions in this paper on how to achieve competitive advantage through the successful management of their websites, improving results - guarantee and cost - to customers.
ISSN: 0265-671X
DOI: 10.1108/02656710710730870
Source: International Journal of Quality and Reliability Management[ISSN 0265-671X],v. 24, p. 279-293
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