A consumption system has two constitutive dimensions: the structural elements and the transaction process. Little attention has been paid to the effect of the consumption system on customer satisfaction and behavioral intentions during online shopping. This paper develops and tests a consumption system model for online shopping that incorporates both product and e-service elements, and the online and offline stages of the transaction process. Applying the transaction process of online shopping, this paper dichotomizes perceived product quality into online perceived product quality (OnPPQ) and offline perceived product quality (OffPPQ), and proposes four dimensions of e-service quality integral to the transaction process. An integrative model is proposed to link OnPPQ, OffPPQ, e-service quality, satisfaction and behavioral intentions. The research was based on empirical data from over 260 university students with experience purchasing apparel from online shops. Structural equation modelling was used to test the model and the hypotheses. The results show that perceived e-service quality, OnPPQ and OffPPQ significantly affect customer satisfaction. However, only customer satisfaction and OffPPQ have a direct effect on behavioral intention. A consumption system model successfully theorizes the dimensions of perceived product quality and e-service quality. The model considers the simultaneous effects of the two structural elements, product and e-service, as well as the temporal effect of the online shopping transaction process. Different structural elements in separate transaction processes have distinct effects on satisfaction and behavioral intentions. The research and its results are especially valuable for online shopping for physical goods.
['Hongyi Sun', 'Wenbin Ni', 'Zhi-Qiang Wang']
A consumption system model integrating quality, satisfaction and behavioral intentions in online shopping