Determining the Effect of Online Service Quality toward Perceived Risk, Customer Attitudes, Relationship Quality, Online Purchase Intention, E-Loyalty, and Purchasing Behavior

Abstract

This study aims to analyze and explain 1) the effect of online service quality toward perceived risk, 2) the effect of online service quality toward customer attitudes, 3) the effect of online service quality toward online relationship quality, 4) the effect of perceived risk toward customer attitudes, 5) the effect of perceived risk toward online relationship quality, 6) the effect of online service quality toward online purchase intention, 7) the effect of risk toward online purchase intention, 8) the effect of customer attitudes toward online purchase intention, 9) the effect of online relationship quality toward online purchase intention, 10) the effect of online purchase intention toward e-customer loyalty, 11) the effect of online purchase intention toward online customer attitudes, and 12) the effect of e-customer loyalty toward online customer attitudes. This study was explanatory research, which describes the relationship between variables. The study was conducted on consumers who made online purchasing at SMEs who were members of the world's Top 50 SMEs in the online version of the Markeeter magazine. The unit of analysis consists of 123 consumers. The analytical tool used was the Generalized Structured Component Analisys (GSCA) to test the hypotheses. The results showed that eight hypotheses with significant effect were online service quality toward perceived risk, online service quality toward customer attitudes, online service quality toward online relationship quality, perceived risk toward online relationship quality, customer’s attitudes toward online purchase intention, online relationship quality toward online purchase intention, online purchase intention toward e-customer loyalty, and e- customer loyalty toward online customer behaviors. The hypotheses with not significant effect were online service quality toward online purchase intention, perceived risk toward customer attitude, perceived risk toward online purchase intention,and online purchase intention toward online purchasing behavior. Customer attitudes and relationship quality significantly influence online purchase intention. While online purchase intention has significant effect on e-loyalty, it has no significant effect on purchasing behavior, and e-loyalty significantly influences purchasing behavior.