Effects of Level of Internet Retailer's Service Quality on Perceived Apparel Quality, Perceived Service Quality, Perceived Value, Satisfaction, and Behavioral Intentions Toward an Internet Retailer

The purpose of this study was to examine the effects of the level of Internet retailer's service quality (IRSQ) on perceived apparel quality, perceived service quality, consumer value perception of apparel shopping, satisfaction with apparel shopping experience, and future behavioral intentions regarding apparel shopping with the Internet retailer. We also investigated interrelationships among these variables in both IRSQ levels. The quality-value-satisfaction model (Cronin, Brady, & Hult, 2000) was adopted and expanded to serve as a theoretical framework for this study. A convenience sample of 361 female college students in two U. S. regions participated in and provided usable responses to this experimental study. Multi-group analysis via a structural equation modeling technique revealed positive interrelationships between perceived apparel quality, perceived service quality, perceived value, satisfaction, and behavioral intentions. In addition, these interrelationships were stronger in higher IRSQ level, compared to the lower level. Implications and recommendations for future research are discussed.