A service perspective on modelling intentions of on‐line purchasing

Purpose – The purpose of this study is to examine the relationships between behavioural intentions and its antecedent factors in online services settings. Design/methodology/approach – Data were collected from a national survey of Australians with experience purchasing online. A conceptual model linking behavioural intentions and its key antecedents was tested using partial least squares. Findings – The results suggest that behavioural intentions are directly influenced by online service quality, online service value and online service satisfaction. Online service satisfaction, in turn, is affected by online service value and quality; whereas online service value is determined by the online service quality and related sacrifice. Research limitations/implications – These findings suggest that existing services marketing models developed in offline settings can be adapted to online settings to explain behavioural intentions. Although the sample included a wide range of people, generalisations of the findings should be made with caution. In addition, further scale development and theory building are needed to improve the proposed conceptual model. Practical implications – Managerially, results of this study suggest that online service managers do not need to reinvent their business models. Instead they should modify the way in which some of the constructs like service quality are measured. Originality/value – The study is unique in that it comprehensively addresses an extensive set of factors affecting behaviour intentions in online service contexts. Thus, it adds knowledge to the growing field of online services research.