Effects of Web Service Quality and Product Categories on Willingness to Buy in Electronic Commerce: A Research Model and Empirical Exploration

Abstract

This paper explores the way in which web service quality at the point of purchase influences consumers' perceptions of value and willingness to buy For this purpose, we provide a research model on the basis of marketing theories for consumers' purchase behavior The empirical results imply that functional web quality has a direct effect on willingness to buy and technical web quality influences consumer perceptions of product quality and value.