Measurement of B2C E-Commerce Success: Test and Validation of a conceptual model of IS success among Asian consumers

From time to time, large numbers of researchers investigate the success factors of B2C e-commerce systems. However majority of those were conceptual studies. Though some empirically validated studies were published on B2C e-commerce systems, very few focused on Asian consumers. The study aims to fill this gap by studying ecommerce success factors among Asian online consumers. Another important objective of this study is to include factors such as perceived security, privacy, trust and perceived cost of transactions into the existing ecommerce success models. Based on the IS success model proposed by DeLone and McLean and its further respecification and validation attempts made by other researchers later, a revised conceptual model is formulated. The model is tested and validated using the data collected from 240 Asian online consumers living in Thailand. The research generated 8 inter related dimensions of e-commerce system success which are information quality, system quality, service quality, trust, perceived sacrifice, perceived value, online customer satisfaction and repurchase intention. Results show that the user satisfaction and perceived value are the two important factors influencing the individuals to repurchase products and services from online portals. Online customer satisfaction is influenced by trust, perceived value, service quality, information quality and system quality. On the other hand, three quality dimensions as well as the perceived sacrifice construct influence perceived value. This study also proved that user‟s trust in the system is influenced by system quality and service quality of the e-commerce system.