As marketing channel, the Internet has the ability to vast amounts of information at different virtual locations, the ability to serve as a transaction medium, and the availability of powerful and inexpensive means of searching, organizing, and disseminating such information. However, much fascination and speculation surrounds the impact of the Web-based online service on consumer shopping behavior. At the same time, there is little empirical evidence underlying all this speculation.
Recently, as the measure of online shopping service quality, some researchers uses SERVQUAL scale which measures the service quality of real world services. But the direct application of the service quality scale has some problems in the online service context. While interactions between consumer and company are mainly through information system in the online service, the interactions in the real world service are mainly based on the human relationships- that is, between consumers and service persons.
In this thesis, we develop the online service quality measures with two perspectives. One is user information satisfaction that measures the perception of Web-base information system. In this perspective, we introduced the information quality dimension and user interface quality as service perception.
The other is the external motivation factor of service usage liker site awareness and price perception.
We identified the effect of this online service quality dimension on consumer attitude toward the Web site and eventually, the purchasing behavior.