Investigating the impact of electronic service quality on online book purchase intention: The mediating role of trust and corporate image

Abstract

Purpose: This research aimed to study the impact of e-service quality on the online book purchase intention with the mediating role of trust and corporate image in viewpoint of customers. Methodology: This was an applied study in terms of purpose and a descriptive-analytic and correlation one in terms of data collection,. The statistical population of the study consisted all students of industrial universities in Tehran (Sharif, Amirkabir and Elm-o Sanaat) who have had at least one online book shopping experience. A sample of 120 students was selected using convenient sampling method. In order to measure the variables of quality of e-services, corporate image, trust and purchase intention, the standard questionnaires of Kuster (2016), Yoo and Chang (2005), Guenzi (2008) & Diallo (2012) were used respectively. Reliability and validity of the research instrument were evaluated and confirmed by calculating Cronbach's Alpha, combined reliability and explained mean variance. A conceptual model of research was performed using partial least squares method via Smart PLS software. Results: The findings of the research showed that the quality of e-services had a positive effect on the trust, corporate image and the purchase intention of customers through online shopping websites. Also, trust and corporate image directly and positively influenced the purchase intention. Conclusion: The quality of electronic services provided on the websites of online bookstores has a great impact on the tendency of people to purchase the book online.

Keywords

• books
• e-service quality
• trust
• corporate image
• online purchase intention of book