Abstract:
While behavioural intentions have been studied in the services marketing literature, we lack
empirical research that examines the relevance of previous studies in the online service
context. In this paper we have build upon the Cronin, Brady and Hult model (2000) to study
online services, developed and tested relevant measurement scales, and examined the adapted
model empirically using a survey methodology employing PLS for model estimation. The
results suggest that behavioural intentions within the online service context are influenced by
online service quality, online service value and online service satisfaction. Online service
satisfaction, in turn, is affected by online service value and quality; whereas online service
value is determined by the online service quality and related sacrifice.
