Electronic Service Quality and Behavioral Intention: Analyzing the Mediating Role of Customer Trust and Perceived Value

The development of virtual space leads to an increase in competition in this area, resulting in higher customer expectations of perceived value. Consequently, offering electronic services proportional to or beyond the needs of customers can significantly influence their behavioral intention. Using exploratory approach, relationships among electronic service quality with behavioral intention (repurchase intention, word of mouth and willingness to pay more) were investigated with regard to perceived value and trust. The sample consisted of 384 AsiaTech firm customers who completed the questionnaires. To analyze data, structural equation modeling was applied. Results show that electronic service quality has a positive and significant impact on perceived value and trust. Moreover, perceived value and trust have positive and significant impact on customer behavioral intention. Also, electronic service quality indirectly affects behavioral intention through perceived value and trust, but no direct relationship is found between electronic service quality and behavioral intention dimensions.