The Influences of E-service Quality according to Image Interactivity Technology on Customer Loyalty and Purchasing Involvement

  • Published : 2010.06.30


This study investigates the differences of e-service quality depending on image interactivity technology and the influences of e-service quality on purchasing involvement and customer loyalty. Online shopping malls have made toward satisfying customers' shopping experience owing to the advance of technology. Above all, it is important to prove effectiveness of this technology to introduce it. Therefore, the purpose of this study is to test effectiveness of Image Interactivity Technology (IIT) which has been introduced by some shopping malls. For this study three shopping malls were designed as stimuli that have the different level of IIT. The women of 20-30 who have bought fashion products in online shopping malls participated in the quantitative research. Total 592 were used for the statistical analysis. Descriptive statistics, cross tabulation analysis, factor analysis, reliability analysis, one-way ANOVA, and multiple regression were implemented. Four factors of e-service quality were extracted. The 3D avatar shopping mall was higher than the others in those factors. Besides, e-service quality factors influenced purchasing involvement and customer loyalty. Therefore, online shopping malls are advised to introduce IIT and improve e-service quality


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