Inspecting the Relationship among E-service Quality, E-trust, E-customer Satisfaction and Behavioral Intentions of Online Shopping Customers

The purpose of this study is to clarify whether there are relationships among the four key factors contributing to the success of e-business: e-service quality, e-trust e-customer satisfaction and behavioral intentions, thus make a conclusion and provide better understanding in the field of e-service and e-marketing. This study method used to evaluate and test the scale and theoretical model in the study is quantitative research with sample size N = 476 through the survey to deliver questionnaire directly to subjects. This study examined the scale by confirmatory factor analysis (CFA) and the model of theoretical research by structural equation modeling (SEM). The results of analysis and verification of measurement scales and theoretical research models show that the research scales achieve unidirectional, reliability, convergent validity and high discriminant validity. The hypotheses are accepted at 95% reliability. The study has discovered the new indirect and positive impact of e-service quality on behavioral intentions through mediators e-trust and e-customer satisfaction, as well as other sub relationships, which can be used as foundation for future researches. At the end, managerial implications and recommendations plus contributions are proposed for e-commerce firms, e-marketers and researchers.