Effects of E-Service Quality on Perceived Risk and Customer Purchase Intention for Online Shopping - Dissertation Example

The paper “Effects of E-Service Quality on Perceived Risk and Customer Purchase Intention for Online Shopping” is a forceful example of an e-commerce dissertation. In recent times, online retailing has emerged as a highly recognized marketplace due to the advent of internet services through which retailers trade their goods and services at much-reduced costs. E-commerce allowed the retailers to establish their own virtual market space or expand their sales by providing a cheap and efficient channel of distribution of their products.

However, e-service quality is a vital instrument through which retailers can achieve competitive advantages in the online market. It is in fact the most relevant factor that maintains the relationship between online retailers and consumers. Studies have revealed that e-service quality influence the relationship with online through two major factors namely perceived risks and purchase intention. The purpose of this research is to find out how different dimensions of e-service quality influence the risk perceptions of the consumers and their intention to make purchases via an online platform.

The research has conducted a questionnaire survey on a chosen number of consumers from amongst some Chinese fashion online retailers to collect quantitative data. The questionnaire was framed to collect data on their opinions on e-service quality, risks perceived by them during online purchases, and their intentions to buy from online retailers. The data were analyzed using statistical tools to determine the relationship between these factors, and significance tests were run to prove the hypothesis formulated for the research.

Thus, the research findings provide an understanding to the online retailers about the influence of different aspects of e-service quality on perceived risks and purchasing intention of consumers. This can help them to realize the importance of their website service quality and performance in order to reduce the risk perceptions of the customers and induce them to make purchases from their sites. Chapter One: Introduction1.1 BackgroundThe advent of computer and mobile technology along with the proliferation of internet services has resulted in the introduction of a new marketplace for the retailers