Model and Hypotheses Development

1 E-service Quality and Consumer Satisfaction 

In traditional service environments, service quality refers to the global consumer’s judgment that relating with predominance of service delivered relative toward competitive offering (Zeithaml, 1988). There’s strong positive relationship between service quality and satisfaction that supported by the previous research (Cronin and Taylor, 2000; Parasuraman et al., 1988). 

Consumer satisfaction can be encouraged by the website characteristic (e.g. informative, easy to use), since the website is the mediator between consumer and the company (Anderson & Srinivasan, 2003). Therefore, it is hypothesised that: 

H1: Perceived e-service quality has significant positive influence on consumers’ satisfaction evaluation. 

2 E-service Quality and Attitude towards the Website 

Carlson and O’Cass (2010) said that there’s limited data of the empirical study that discussed the relationship between e-service quality and attitude towards website. An attitude refers to the study tendency to respond an object in consistently favorable or unfavorable ways and it is the positive, neutral, or negative consumers learned disposition with respect to the good, service, or brand for the consideration (Roest and Pieters, 1997). 

The context of the internet environment, the attitude of consumer towards a website has been referred as a predisposition to respond favorability or unfavorably toward the website (Chen and Wells, 1999). Therefore it is hypothesized that: 

H2: Perceived e-service quality has a significant positive influence on consumers’ attitude toward the website. 

3 Consumer Satisfaction and Attitude towards the Website 

In relation of consumer satisfaction and attitudes, it has been found that satisfied consumers develop positive brand attitudes and brand preference toward the object they are satisfied with. When satisfaction is treated as a post-purchase construct, the literature supports the argument that the liking or relative favorable attitude of the consumer will be developed on the basis of cumulatively satisfying usage occasions of the service (Carlson and O’Cass, 2010). 

There is a dynamic relationship between consumer satisfaction and attitudes have shown that the increase in consumer satisfaction toward the attributes of the website can create positive attitudes towards the website (Chen and Wells, 1999; Chen, Clifford, and Wells, 2002). It can be said that the level of consumer satisfaction with the website is decided trough various attributes of the website. Therefore it is hypothesized that: 

H3: Consumers evaluations of satisfaction with the website have a significant positive influence on attitudes towards the website. 

4 E-service Quality and Behavioral Intention 

Perceived e-service quality can have a positive and negative influence on behavioral intentions. Positive perceived e-service quality can increase the consumers’ behavioral intentions such as revisiting the web site, the duration of visiting the website, purchase intention and positive word-of-mouth that can maximize the online competitive advantages of e-commerce (Santos, 2003). Therefore it is hypothesized that: 

H4: Perceived e-service quality has a significant positive influence on consumers’ behavioral intentions. 

5 Consumer Satisfaction and Behavioral Intention 

There’s a direct relationship that exist between consumer satisfaction toward the website and behavioral intentions. Satisfied users that have an experience with the website have intention to revisit the website, purchase goods in the future, positive word of mouth and give a recommendation for the website (Collier and  Bienstock, 2006; Cristobal et al., 2007; Bansal et al., 2004; Wolfinbarger and  Gilly, 2003; in Carlson and O’Cass, 2010). Therefore it is hypothesized that: 

H5: Consumers evaluations of satisfaction have a significant positive influence on behavioral intentions. 

6 Attitude Towards the Website and Behavioral Intention 

In consumer behavior there is a general consensus that attitudes impact consumers behavioral intentions. The underlying assumption for most of the previous research is that the development of positive attitudes will produce corresponding behavior associated with the attitude object (Griffin and O’Cass, 2004). 

The effectiveness of web sites has found that a user’s positive attitude towards a web site is significantly and positively correlated with an intention to reuse and purchase from the web site (Lederer, Maupin, Sena, and Zhuang 2000; Vijayasarathy, 2004). Therefore it is hypothesized that: 

H6: Consumer attitudes towards a website will have a significant influence on behavioral intentions related to the website.

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