The Effect of Perceived Quality of Electronic Services on Desire to Use Electronic Service Systems: the Mediating Role of Electronic Satisfaction, Brand Mental Image and Perceived Risk

The growth and development of the use of electronic services in the tourism industry have become particularly important. The main purpose of this research is to study and examine the impact of perceived e-service quality on the willingness to use e-service systems. The philosophy of the research is positivism, the approach is deductive, and the strategy is surveying. Therefore, after reviewing the literature and designing the conceptual model, a questionnaire containing 21 questions was presented to the statistical sample. The statistical population of this study is all customers who use electronic services of websites active in tourism in Tehran. Out of 500 distributed questionnaires, 381 correct questionnaires were used for data analysis. The structural equation modeling method based on AMOS software was used to analyze the research data and test the hypotheses. The results indicate a positive effect of perceived e-services on willingness to use e-service systems, brand mental image, e-satisfaction, and perceived risk. In fact, paying attention to the quality of e-services, satisfaction, the brand image of the organization and perceived risk reinforces the tendency to use e-service systems.