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EMAC 2020 Annual Conference

The Impact of Electronic Service Quality on Repurchase Intention: The Moderating Role of Product Type And Mode of Fulfilment

Published: May 27, 2020


Ildikó Kemény, Corvinus University of Budapest; Judit Simon, Corvinus University of Budapest; Akos Nagy, University of Pécs Faculty of Business and Economics; Krisztian Szucs, Faculty of Business and Economics, Univeristy of Pecs; Tamás Gyulavári, Corvinus University of Budapest


electronic service quality (e-SQ); e-satisfaction; repurchase intention


The aim of the paper is to investigate the effect of electronic service quality (e-SQ) on repurchase intention and the role moderating variables based on product type (goods vs. services) and mode of fulfilment (off-line and online or electronic). According to our main objective we used PLS-SEM and Multi-Group Analysis to map similarities and salient differences between the four e-commerce categories, which are regarded in the model as moderating variables. Based on an online survey we found similarities in these categories and it has been supported that eSQ effects overall satisfaction and, interestingly, in cases where offline products are bought repurchase intention tends to be higher. This means for us that eSQ is more relevant if offline products or services are bought, probably because of the lack of customer experiences.


: „The research was financed by the Higher Education Institutional Excellence Programme of the Ministry of Human Capacities in Hungary, within the framework of the 4th thematic programme „Enhancing the Role of Domestic Companies in the Reindustrialization