How B2C Service Quality Influences Website Continuance

Although no longer believed to be the revolution previously conceived, the Internet remains a critical channel for selling most goods and services, and drives the development of B2C business model. With the help of Internet as human-computer interaction, B2C model has created sustainable value for both buyers and vendors online, which could be measured by customer satisfaction and continuous usage intention. Service quality delivery through Website has gradually become one of the most significant aspects influencing B2C success. In this paper, we first summarize current theoretical models and scales of electronic service quality (e-SQ), and then introduce technology continuous adoption models into B2C context. After that, we contribute to theory by proposing a two-stage integrated framework that establishes the relationship between e-SQ and customers’ B2C Website service usage behavior. Finally, we explain data collection method and analysis methodology. This framework extends our understanding of the complex reasoning between service quality and continuance adoption through Internet.