Cas o-Lopez, Ad ian; Vázquez Casielles, Rodol o; Puen e, Ja ie
A icle
How o manage he online expe ience conce ning
ansac ional and expe imen al cus ome s: Case o e-
ashion sec o
Jou nal o Business Economics and Managemen (JBEM)
P o ided in Coope a ion wi h:
Vilnius Gediminas Technical Uni e si y (VILNIUS TECH)
Sugges ed Ci a ion: Cas o-Lopez, Ad ian; Vázquez Casielles, Rodol o; Puen e, Ja ie (2019) : How o
manage he online expe ience conce ning ansac ional and expe imen al cus ome s: Case o e-
ashion sec o , Jou nal o Business Economics and Managemen (JBEM), ISSN 2029-4433, Vilnius
Gediminas Technical Uni e si y, Vilnius, Vol. 20, Iss. 3, pp. 595-617,
h ps://doi.o g/10.3846/jbem.2019.9860
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Jou nal o Business Economics and Managemen
ISSN 1611-1699 / eISSN 2029-4433
2019 Volume 20 Issue 3: 595–617
h ps://doi.o g/10.3846/jbem.2019.9860
HOW TO MANAGE THE ONLINE EXPERIENCE CONCERNING
TRANSACTIONAL AND EXPERIMENTAL CUSTOMERS:
CASE OF E-FASHION SECTOR
Ad ian CASTRO-LOPEZ *, Rodol o VAZQUEZ-CASIELLES ,
Ja ie PUENTE
Business depa men , Uni e si y o O iedo, O iedo, Spain
Recei ed 08 June 2018; accep ed 08 Ma ch 2019
Abs ac . The online ashion and ex ile sec o is g owing in ecen yea s, becoming one o he
online sec o s wi h he highes olume o business. Howe e , he bibliog aphy on e-se ice quali y
and i s consequences in his sec o has been unde de eloped in he las yea s. This pape p es-
en s a model ha inco po a es he di ec and indi ec e ec s o e-se ice quali y (u ili a ian and
hedonic expe ience) on sa is ac ion and loyal y o wo segmen s o cus ome s: ansac ional and
online expe imen al cus ome s. This esea ch ocuses on six online sale pla o ms, and i has been
es ed wi h da a on 405 egula cus ome s. The s udy also de elops a model ha inco po a es he
di ec and indi ec e ec o e-se ice expe iences on sa is ac ion, posi i e WOM, epu chase in en-
ion and p ice ole ance. The indings indica e ha di ec and indi ec e ec s o e-se ice quali y
on sa is ac ion and loyal y a e di e en o each segmen o cus ome s. While u ili a ian quali y is
mo e ele an o hose cus ome s ha only sea ch o in o ma ion, hedonic quali y is especially
signi ican o expe ien ial cus ome s.
Keywo ds: E- ashion comme ce, u ili a ian quali y, hedonic quali y, e-se ice quali y, expe iences,
sa is ac ion, loyal y.
JEL Classi ica ion: M160, M310.
In oduc ion
The ashion ma ke on he In e ne has g own apidly o e he las ew yea s and, inc eas-
ingly, companies a e using his channel as a means o p omo ing and selling hei p oduc s
on he ne (Taylo & Cos ello, 2017; To es & A oyo, 2017). The main classi ica ions o
websi es in he ex ile and ashion indus ies a e cha ac e ized by he p edominance o hese
basic unc ions: dissemina ion o in o ma ion on he sec o (designe s, media, p oduc s, and
ma ke place), sales o p oduc s, o gene a ion o opinion and consump ion. Acco ding o
hei basic unc ion, websi es can be classi ied in o (Ma inez & Vazquez, 2011): b oadcas -
596 A. Cas o-Lopez e al. How o manage he online expe ience conce ning ansac ional and...
ing pla o ms, which o e only a lo o in o ma ion abou he ashion indus y; online sale
pla o ms, which ad e ise p oduc s ha can also be pu chased; o opinion and consump ion
pla o ms (blogs), which a e websi es ha include con en o in e es on he sec o whils hey
o e pe sonal poin s o iew. This a icle will ocus on he s udy o online sale pla o ms.
The e a e i e ypes o online sale pla o ms (del Olmo, 2010): b and and mul ib and
shops (e.g. Za a, Adidas, Abe c ombie & Fi ch, Mango, El Co e Ingles, Louis Vui on and
Desigual); “p i a e sale clubs” (e.g. Ven e P i ee, P i alia, BuyVip, Show oom P i e, BuyVip);
ou le s and ou i e (e.g. Asos, Yoox, U ban Ou i e s, Zalando, D ess- o -Less, Fo e e 21,
Boohoo, Shopbop, Top Shop, Aliexp ess, Kiabi, Sa enza, Re ol e, In ip us); s o es which
sell h ough ca alogues (e.g. Venca, La Redou e, Spa oo); and online auc ions (e.g. eBay,
Me camoda, Segunda Mano, Wallapop). In his s udy, we will analyze e-se ice quali y in six
websi es wi h a high numbe o ollowe s on social ne wo ks in Spain: Za a, Ven e P i ee,
P i alia, BuyVip, Asos, and eBay.
A numbe o s udies ha e in es iga ed dimensions o e-se ice quali y and he de elop-
men o measu emen ins umen s. P e ious esea ch has indica ed ha e-se ice quali y in-
co po a es exclusi ely u ili a ian quali y (Wol inba ge & Gilly, 2003; Pa asu aman, Zei haml,
& Malho a, 2005; Vijay, P asha , & Pa sad, 2017). Howe e , o he esea ch sugges s ha i is
necessa y o iden i y and analyze bo h u ili a ian and hedonic quali y (e.g. Salehi, Salimi, &
Haque, 2013; Epu an, I. P. Ga dan, D. A. Ga dan, & Bumbas, 2015, Xu, Munson, & Zeng, 2017).
The e o e, i is open o deba e whe he we should conside hedonic quali y ( un and enjoy-
men ) as a key ac o in he pu chase o ashion h ough online pla o ms. This s udy p e ends
o expand knowledge on e-se ice quali y, pa icula ly in ela ion o online sale pla o ms.
Se e al s udies add ess he e-se ice quali y in di e en sec o s such banking, ou ism, eLea n-
ing o heal h (Bo sellino, Zinnan i, Miglio e, Di F anco, & Schimmen i, 2018; Ma inez-Cos a,
Plade all-Viladecans, Mas-Machuca, & Ma imon, 2018; Ka agal, Mu keka , & Ga ag, 2018; V.
Ag awal, S. Aga wal, & A. M. Ag awal, 2017) bu such kind o analysis is no e y common in
he a ea o eFashion sec o , despi e i s in luence on annual g ow h o sales and p o i .
The objec i e o he pape is o iden i y he componen s o u ili a ian and hedonic expe i-
ence o online sale pla o ms o he ex ile and ashion sec o , and de elop a comp ehensi e
heo e ical model ha inco po a es di ec and indi ec e ec s o e-se ice expe ience on
sa is ac ion and loyal y ( epu chase in en ion, wo d o mou h and p ice ole ance).
In addi ion, he majo i y o s udies on e-se ice quali y only ocus on buye s bu do no
analyze he beha io o cus ome s jus seeking o in o ma ion. I is impo an o s udy bo h
ypes o cus ome s; hose who isi he websi e o he speci ic pu pose o a ansac ion and
he so-called “online expe imen al cus ome s”, who isi he si e o sea ch o in o ma ion,
simula e a shopping expe ience o jus o enjoymen (Lemon & Ve hoe , 2016; Hombu g,
Jozic, & Kuehnl, 2017). Cus ome s can sea ch o in o ma ion in online sale pla o ms and
hen make he pu chase in b ick-and-mo a s o es (Ve hoe , Kannan, & Inman, 2015). I
is he e o e necessa y o examine di e en segmen s o use s in online sale pla o ms (Cai
& Jun, 2003). The pu pose o ou s udy is o iden i y hese wo segmen s o cus ome s and
analyze he di ec and indi ec e ec s o e-se ice expe iences on sa is ac ion and loyal y in
o de o analyze he impo ance o es ablishing speci ic online ma ke ing s a egies o each
cus ome segmen .
Jou nal o Business Economics and Managemen , 2019, 20(3): 595–617 597
The pape is s uc u ed as ollows. Sec ion 1 e iews li e a u e aiming o iden i y he main
e-se ice quali y models wi h hei dimensions and hei in luence in cus ome s’ sa is ac ion,
posi i e WOM, epu chase in en ion and p ice ole ance. Besides, he main hypo hesis o he
s udy a e p oposed. Sec ion 2 analyses he e-se ice quali y dimensions iden i ied by ype o
online e aile and hei assessmen om he cus ome ’s poin o iew. Sec ion 3 deals wi h
he alida ion o he e-se ice quali y model. Ahead, he cus ome ’s pe cep ion o online sale
pla o ms is analyzed ega ding hei ela ionship wi h sa is ac ion and loyal y o wo di e -
en segmen s o cus ome s ( hose who only sea ch o in o ma ion and hose who sea ch o
in o ma ion and buy) in he ex ile and ashion sec o . Finally, he conclusions and manage-
ial implica ions a e s a ed.
1. Li e a u e e iew and hypo hesis
P e ious s udies in he adi ional business en i onmen ela ed o ma ke ing ha e analyzed
di e en ac o s associa ed wi h e-se ice quali y (Ca lson & O’Cass, 2010). In his sec ion,
we will ocus on he analysis o e-se ice quali y dimensions and hei ela ionship wi h
sa is ac ion and online cus ome loyal y.
1.1. e-Se ice quali y
E-se ice quali y means “ he ex en o which a websi e acili a es e icien and e ec i e shop-
ping, pu chasing, and deli e y” (Pa asu aman e al., 2005); o om a b oade app oach,
cus ome e alua ion (in e ms o hedonic and u ili a ian o unc ional aspec s) abou he
quali y o he p ocess and esul o in e ac ion wi h online channels om he supplie o
se ice (E emad & Ghachem, 2015). F om his poin o iew, nume ous esea che s ha e
de eloped e-se ice quali y models (see Table 1), iden i ying a ious la en dimensions o
assess e-se ice quali y.
Table 1. A sho e iew o main models p oposed o measu e e-se ice quali y
Model La en Dimensions Au ho s
Si eQual Ease o Use; Design; Responsi eness (Speed); Secu i y. (Yoo & Don hu, 2001)
Pi Qual Websi e; T ansac ion Sys em; Deli e y; Cus ome Se ice;
Secu i y.
(F ancis & Whi e,
2002)
WebQual Ease o Unde s anding; In ui i e Ope a ions; T us ;
In o ma ion Quali y; In e ac i i y; Response Time; Visual
Appeal; Inno a i eness; Flow.
(Loiacono, Wa son, &
Goodhue, 2002)
eTailQ Websi e Design, Ful illmen /Reliabili y; P i acy/Secu i y
Cus ome Se ice.
(Wol inba ge & Gilly,
2003)
e-S-Qual y
e-RecS-Qual
E-S-QUAL: E iciency; Ful illmen ; Reliabili y; Secu i y-
P i acy; Cus ome Se ice.
E-RecS-QUAL: Responsi eness; Compensa ion; Con ac .
(Pa asu aman e al.,
2005)
eT ansQual Func ionali y/Design; Enjoymen ; P ocess; Reliabili y;
Responsi eness.
(Baue , Falk, &
Hamme schmid ,
2006)
598 A. Cas o-Lopez e al. How o manage he online expe ience conce ning ansac ional and...
Model La en Dimensions Au ho s
Ne Qual In o ma ion; Ease o Use; Reliabili y; Websi e Design;
Secu i y/P i acy; Cus omiza ion/In e ac i i y.
(B essolles, 2006)
PeSQ Cus ome Se ice; Secu i y; Websi e Design; O de
Managemen .
(C is obal, Fla ian, &
Guinaliu, 2007)
SERVCON Decision; Access; Bene i ; T ansac ion; Pos -Bene i . (Seide s, Voss, God-
ey, & G ewal, 2007)
ESQ and
Online
Cus ome
Expe ience
Senso ial and Emo ional (Hedonic); P agma ic; Cogni i e;
Rela ional; Social; In e ac i i y; Usabili y; Cus omiza ion.
(Nambisan & Wa ,
2011; Pen ina,
Amialchuk, & Taylo ,
2011; Rose, Cla k,
Samouel, & Hai , 2012;
Salehi e al., 2013;
Zhang, Lu, Gup a, &
Zhao, 2014; Jain e al.,
2017; McLean, 2017).
ESQ and
Co-C ea ion
Fi m Resou ces (ESQ): P ocess Quali y (E iciency; Sys em
A ailable; Design; In o ma ion); Ou come Quali y; P i acy;
Enjoymen ; Paymen .
Cus ome Resou ces: Social Expe ise; Inno a i eness;
Cus ome Expe ise (Cogni i e; E o ; Analysis;
Elabo a ion; Memo y).
Value Co-c ea ion
(Ba u ia & Gilsanz,
2013)
PeSQ Websi e Func ionali y; Design; Pe sonaliza ion;
Speed; Secu i y; In e ac i i y; Use ulness; Repu a ion;
Responsi eness; Online Flow (Pe cei ed Challenge;
Au o elic Pe sonali y; Use ’s Skills).
(Ra es, 2014)
Se ice-
Dominan
Logic
Se ice ecosys em. Se ice pla o m, alue co-c ea ion (Lush & Nambisan,
2015; Va go & Lush,
2016)
Va ious models iden i y wo di e en dimensions ha mus be aken in o accoun by
online e aile s: u ili a ian and hedonic quali y. Baue e al. (2006) ha e de eloped he
eT ansQual scale, which in eg a es u ili a ian quali y and analyzes he dimension o enjoy-
men (hedonic quali y). In addi ion, o he au ho s in es iga e di e en hedonic bene i s o
a websi e: emo ional bene i (Fassnach & Koese, 2006), hedonic expe ience (Nambisan &
Wa , 2011; Salehi e al., 2013; Jain, Aagia, & Bagda e, 2017), senso y expe ience (Pen ina
e al., 2011), emo ional expe ience and online low expe ience (Rose e al., 2012; Zhang e al.,
2014; Zhang & Lu, 2018).
Acco ding o hese models, we can es ablish wo la en dimensions o assess e-se ice
quali y o online sale pla o ms: (a) u ili a ian quali y, de ined as he alue de i ed om com-
ple ing objec i es o inding in o ma ion and/o pu chase; and (b) hedonic quali y, de ined
as he alue de i ed om enjoying he sea ch o in o ma ion and/o pu chase. In addi ion,
in he case o u ili a ian quali y, mul idimensional cha ac e is assumed. F om a heo e ical
poin o iew, i is possible o dis inguish he ollowing a ious dimensions: websi e quali y
(design and in o ma ion), o e ed se ice (gua an ee, o e and cus omiza ion) and secu i y
End o Table 1
Jou nal o Business Economics and Managemen , 2019, 20(3): 595–617 599
(paymen s managemen , p i acy and us ). The e o e, we p opose he ollowing hypo hesis
o u ili a ian quali y:
– H1(a): Websi e quali y is speci ied as agg ega e dimension o second-o de wi h se -
e al la en dimensions o i s -o de : design and in o ma ion.
– H1(b): O e ed se ice is speci ied as agg ega e dimension o second-o de wi h se -
e al la en dimensions o i s -o de : gua an ee, o e and cus omiza ion.
– H1(c): Secu i y is speci ied as agg ega e dimension o second-o de wi h se e al la en
dimensions o i s -o de : paymen managemen , p i acy and us .
1.2. Sa is ac ion, posi i e WOM, epu chase in en ion and p ice ole ance
P e ious esea ch has conside ed how e-se ice quali y a ibu es a ec cus ome sa is ac ion
(Ca lson & O’Cass, 2010; Pen ina e al., 2011; Ahmad, Rahman, Na ed, & Khan, 2017). E-
se ice quali y can in luence di ec ly o indi ec ly, by wo d o mou h (WOM), ac o s such
as epu chase in en ions, p ice ole ance and p o i abili y (Jiang, Chan, & Tan, 2010; Lee &
Hahn, 2015; Ismagilo a, Dwi edi, Slade, & Williams, 2017).
E-se ice quali y inc eases sa is ac ion, especially when he u ili a ian quali y is impo an
o he cus ome and/o when he cus ome expe iences enjoymen (hedonic quali y) wi h
he shopping expe ience (Dziewanowska, 2015). Likewise, he a ibu es in B2C websi es
a ec he cus ome s pe cep ions on e-se ice quali y, encoun e ing e-sa is ac ion (Holloway
& Bea y, 2008; Jaiyeoba, Chimbise, & Robe s-Lomba d, 2018), and o e all e-sa is ac ion
(Ahmad e al., 2017). The e o e, we p opose he ollowing hypo hesis:
– H2: U ili a ian quali y has a posi i e in luence on sa is ac ion.
– H3: Hedonic quali y has a posi i e in luence on sa is ac ion.
Online loyal y shows pa allelisms wi h he concep o ideli y o a b and, when a cus ome
isi s a websi e and makes a pu chase. Fo his eason, i would be desi able o maximize
online cus ome ’s loyal y, inc easing he a e age ime spen pe isi o on he websi e, as well
as u u e pu chases (Ko zaan, 2003; Dwi, Ruhadi, T iyuni, & Gundu , 2018).
Cus ome s who a e pleased wi h hei expe ience on ex ile and ashion websi es will be
mo e willing o use online sale pla o ms ( epu chase in en ion) e en paying a su cha ge o
he p oduc s o e ed (p ice ole ance) (No ak, Ho man, & Yung, 2000). Likewise, cus ome s
who pe cei e high u ili a ian and hedonic quali y in hei online expe ience a e likely o be
mo e sa is ied (Ha & S oel, 2009; Busalim, Hussin, & Iahad, 2019) and de elop WOM (Ha &
Im, 2012; Kamalinasab, 2017). In addi ion, hey a e willing o make g ea e inancial e o
(Hombu g, Koscha e, & Hoye , 2005) and inc ease hei epu chase in en ion (Dholakia &
Zhao, 2009).
A sa is ied cus ome will ha e g ea e epu chase in en ion (Yen & Lu, 2008; Ma in,
Mo ime , & And ews, 2015) and will be mo e likely o sp ead WOM (Yoo, Sande s, &
Moon, 2013). By con as , dissa is ied cus ome s will a oid pu chasing on he websi e
again, and will gi e bad p ess o he websi e, causing g ea damage o i s image (Yoo,
Kim, & Sande s, 2015). They will also be willing o pay mo e (p ice ole ance) i a ce ain
le el o sa is ac ion is eached (Hombu g, Koscha e, & Hoye , 2005; Yang, Zhang, Goh,
& Ande son, 2017).
600 A. Cas o-Lopez e al. How o manage he online expe ience conce ning ansac ional and...
Thus, he s udy o e-se ice quali y and cus ome sa is ac ion plays a undamen al ole
in cus ome loyal y and consequen ly in he su i al and success o an o ganiza ion (Kau &
Lo, 2006; Chen, Huang, & Da ison, 2017). The e o e, we p opose he ollowing hypo hesis:
– H4: U ili a ian quali y has a posi i e in luence on (a) (posi i e WOM), (b) epu chase
in en ion and (c) p ice ole ance.
– H5: Hedonic quali y has a posi i e in luence on (a) (posi i e WOM), (b) epu chase
in en ion and (c) p ice ole ance.
– H6: Sa is ac ion has a posi i e in luence on (a) (posi i e WOM), (b) epu chase in-
en ion and (c) p ice ole ance.
2. Resea ch me hodology
This pape ollows a wo-s age p ocess: Fi s , iden i ica ion o e-se ice quali y dimensions on
online sale pla o ms in he ex ile and ashion sec o , and secondly, assessmen o e-se ice
quali y dimensions om he poin o iew o he cus ome s.
2.1. Iden i ica ion o e-se ice quali y dimensions o an online e aile
The obse able a iables abou he dimensions o u ili a ian quali y, including websi e quali y,
se ice ha is being o e ed and secu i y, and hedonic quali y, we e de ined om di e en
sou ces o in o ma ion. A i s , we did a li e a u e e iew (see Table 1). Secondly, a Delphi
Me hod was used o achie e a consensual assessmen based on he opinions o an indepen-
den g oup o expe s and wi h he gua an ee ha hei pa icipa ion shall be anonymous and
con iden ial. In addi ion his me hod pe mi s con ac be ween people loca ed a g ea dis-
ances, and a con olled eedback, cha ac e ized by i s bidi ec ional in e ac ion ha allows o
include new poin s o iew, ideas and in o ma ion, and he e o e quali y in o ma ion. In his
case, he g oup was composed by 14 expe s (7 expe s wi h academic p o ile and 7 expe s
wi h p o essional p o ile). The academic p o ile in eg a es esea che s wi h a PhD and he ac-
c edi a ions es ablished by he Na ional Agency o E alua ion o Quali y and Ce i ica ion in
he Spanish Uni e si y Sys em (ANECA). The esponden s a e p o esso s o Ma ke ing a di -
e en Uni e si ies in Spain. The p o essional p o ile in eg a es di e en ma ke ing manage s
in se e al mul ina ional companies in he ashion indus ies. Once he expe s we e selec ed,
he me hod ook place in 3 s ages. In he i s s age, hey we e asked abou hei opinion on
each dimension o e-se ice quali y, o de e mine wha o include o o emo e and/o how o
make changes in wo ding and app op ia eness in o de o di e en ia e he la en dimensions
o assessing e-se ice quali y. La e , we p o ided he esul s o he expe s and he modi ied
ques ionnai e was sen again in o de o ob ain he consensus. Finally, in he hi d phase, he
consensus o all he expe s was ob ained and he inal ques ionnai e was de ined.
This me hod aimed o imp o e he wo ding o he a ibu es o obse able a iables ha
make up he la en dimensions o e-se ice quali y, as well as ac o s explaining u ili a ian
quali y. Acco ding o hei ecommenda ions, we educed he numbe o a ibu es ha ex-
plained he ac o s, modi ied he wo ding, and made a ealloca ion o hem.
Jou nal o Business Economics and Managemen , 2019, 20(3): 595–617 601
2.2. Websi es analysis
Wi hin his sec ion, he me hodology used o he choice o he di e en websi es selec ed is
summa ized in Table 2. Fi s , a lis o websi es in he ex ile and ashion in Spain was de el-
oped. Second, websi es we e classi ied elying on he di e en ypes o online sale pla o ms.
Finally, we selec ed he six mos ele an o hese websi es in Spain using he ollowing in o -
ma ion: da a published on he ashion wo ld in Spain, numbe o ollowe s in social ne wo ks
(Facebook, Ins ag am, Twi e , Pin e es ) o each i m, da a on spon aneous no o ie y (and
equency o isi s) ob ained in a p e ious quali a i e s udy by he au ho s o he pape , and
yea o ounda ion o websi es. Acco dingly, he websi es used in ou empi ical esea ch we e:
Za a, Ven e P i ee, P i alia BuyVip, Asos and eBay. In o de o ha e a ep esen a i e sample,
we ha e ied o in es iga e di e en ypes o online sale pla o ms.
Table 2. Me hodology o chose he websi es analyzed
Types o Online Sale Pla o ms Main Companies
B and and Mul ib and shop
(physical s o e and online shop)
Za a (Indi ex), Adidas, Abe comb ie & Fi ch, Mango, El Co e
Inglés, Louis Vui on, Desigual, Co e iel, Pepe Jeans
Sales Clubs Ven e P i ee, P i alia, Show oom P i e, P i a e Ou le , Amazon
Buy Vip, D ei ip, Vip en a, Rebajas ip, O e ix
Online sales ca alogue
(selling by ca alogue s o es)
Venca, La Redou e, Spa oo, Ela ma iodela ele, Modaclub
Ou le and ou i e Asos, Yoox, U ban Ou i e s, Zalando, D ess- o -Less, Fo e e
21, Boohoo, Shopbop, Top Shop, Aliexp ess, KIABI, Sa enza,
Re ol e, In ip us, Ne -a-po e , Ou le 24
Online auc ions eBay, Me camoda, Segunda Mano, Wallapop
Selec ion c i e ia o he websi e Lis o websi es:
– EAE Business School (2015): EAE Business School Repo .
The ex ile sec o and he consump ion on clo hing in Spain (in
Spanish).
– ECOMMERCE-NEWS: (ecomme ce-news.es).
– FASHIONFROMSPAIN: (www. ashion omspain.com).
– Modaes.es (www.modaes.es).
– GFK Consul ing (2015): Obse a o y o e-Comme ce (in
Spanish).
– PwC (2016): Fashion o a Tube? PwC Re ail and Consump ion
(in Spanish).
Websi e analysis:
– Websi es display
– Numbe o ollowe s on social ne wo ks (Facebook, Ins ag am,
Twi e , Pin e es ).
– Spon aneous no o ie y (and equency o isi s) ob ained in a
p e ious quali a i e s udy by he au ho s o he pape .
– Yea o ounda ion o websi es.
Websi e ha ha e been selec ed Za a, Ven e P i ee, P i alia, Buy Vip, Asos and eBay
Websi e ha ha e been selec ed Za a, Ven e P i ee, P i alia, Buy Vip, Asos and eBay
602 A. Cas o-Lopez e al. How o manage he online expe ience conce ning ansac ional and...
2.3. Assessmen o e-se ice quali y om he cus ome ’s poin o iew
The second s ep was a ield su ey o assess opinions o cus ome s on online sale pla o ms
in he ex ile and ashion sec o .
The i s pa o ou adminis e ed ques ionnai e b ie ly in oduced he pu pose o he
ques ionnai e. To answe his ques ionnai e, i was necessa y ha he in e iewees we e egu-
la use s o a leas h ee o he online sale pla o ms analyzed. Fu he mo e, hese online
sale pla o ms should ha e been isi ed a leas once in he pas wo weeks. Fo he sampling
o esponden s, we ha e used di e en da abases on consume s’ ashion, and a snowball ap-
p oach. Finally, a sample o 405 egula cus ome s o online sale pla o ms in he ex ile and
ashion sec o was ob ained.
The su ey was dissemina ed h ough social ne wo ks (Facebook, LinkedIn and Twi e ),
by e-mail and h ough pe sonal in e iews. This s udy was made in se e al ci ies in Spain. A
o al o 500 ques ionnai es we e sen , and he esponse a e a chi ed was 81%. The sampling
e o was ±4.71% wi h a con idence le el o 95%; p = q = 0.5. The sample dis ibu ion was
done by le els o age (21% be ween 18 and 24 yea s, 49% be ween 25 and 34 yea s, 19% be-
ween 35 and 44 yea s, 11% o e 45 yea s), gende (60% women, 40% men), segmen s (40%
cus ome s who only sea ch o in o ma ion, 60% cus ome s who sea ch o in o ma ion and
buy). The p o ile o he esponden s is acco ding o he da a conce ning he s udied sec o .
The in o ma ion enclosed in he ques ionnai e con ained an assessmen on a Like scale
wi h esponses anging om “1-s ongly disag ee” o “10-s ongly ag ee” o he a ibu es
ha make up e-se ice quali y, including sa is ac ion, wo d o mou h, epu chase in en ion
and p ice ole ance. The wo g oups o cus ome s men ioned in his esea ch esponded he
ques ionnai e: cus ome s who only sea ch o in o ma ion (expe imen al cus ome s), and
cus ome s who sea ch o in o ma ion and buy ( ansac ional cus ome s).
The sel -adminis e ed ques ionnai e was made up o wo pa s: he i s pa con ained
he measu emen scales o e alua ing e-se ice quali y, sa is ac ion, posi i e wo d o mou h,
epu chase in en ion and p ice ole ance; and he second pa egis e ed esponden s’ age and
gende , as well as hei opinion on whe he hey used he online sales pla o m o sea ch o
in o ma ion o buy.
3. Da a analysis and esul s
3.1. Speci ica ion o e-se ice quali y dimensions: u ili a ian quali y
The p oposed model o analyzing e-se ice quali y is summa ized in Figu e 1. To analyze he
da a s uc u e (hypo hesis H1), we in es iga ed he psychome ic p ope ies o he measu e-
men scales o e-se ice quali y ha is, unidimensionali y, eliabili y and cons uc alidi y.
Ini ially, o con i m unidimensionali y, we es ima ed C onbach’s alpha coe icien (see
Table 3) whose alue exceeds in all cases he le el o 0.7 ecommended (Hai , Ande son,
Ta ham, & William, 1998). Subsequen ly, o u ili a ian and hedonic dimensions, an explo -
a o y ac o analysis (EFA) was pe o med, using p incipal componen analysis. I ems wi h
ela i ely low co ela ions wi h he designa ed dimension we e elimina ed o imp o e he
in e nal consis ency o ha dimension. In addi ion, a e ca ying ou a con i ma o y ac o
Jou nal o Business Economics and Managemen , 2019, 20(3): 595–617 609
The mul ig oup analysis equi es epo ing he s a is ical powe o he es in o de o
alida e he s udy design and o in e p e he esul s as accu a ely as possible. This issue is
especially ele an when wo king wi h small sample sizes, in which no signi ican esul s a e
ob ained ( he possibili y o de ec ing a ue e ec is educed), o he p obabili y ha a sig-
ni ican esul e lec s a ue e ec is educed (Cohen, 1988). Acco ding o Cohen (1988), he
ecommended s a is ical powe is 80%. In he p esen s udy, we ob ained a s a is ical powe
o 91.58% (G*Powe 3.1 so wa e), hus alida ing he esul s ob ained.
The model o he segmen o expe imen al cus ome s (Table 5) yields good i s a is ics
(Ben le Bone Non-No med Fi Index [BBNNFI] = 0.878; Compa a i e Fi Index [CFI]=
0.902; Roo Mean Squa e E o o App oxima ion [RMSEA] = 0.086). I shows a di ec ,
nega i e (in e e ence o he ini ial p oposal) and signi ican ela ionship be ween u ili a -
ian quali y and epu chase in en ion. Pe haps cus ome s only sea ch o in o ma ion on
he websi e, bu inally hey buy he p oduc s in a physical s o e. Fu he mo e, he e was a
di ec , posi i e and signi ican ela ionship be ween sa is ac ion and quali y (u ili a ian and
hedonic), hedonic quali y and posi i e WOM, sa is ac ion and loyal y (posi i e WOM, e-
pu chase in en ion and p ice ole ance). Finally, we should no ice ha he e ec o u ili a ian
quali y on sa is ac ion is g ea e han he e ec o hedonic quali y.
The model o he segmen o ansac ional cus ome s also yields good i s a is ics
(Ben le Bone Non-No med Fi Index [BBNNFI] = 0.965; Compa a i e Fi Index [CFI]=
0.938; Roo Mean Squa e E o o App oxima ion [RMSEA] = 0.048). Acco ding o his
in o ma ion, we can con i m he di ec , posi i e and signi ican ela ionship be ween quali y
(u ili a ian and hedonic) and sa is ac ion, u ili a ian quali y and epu chase in en ion, he-
donic quali y and posi i e WOM, sa is ac ion and loyal y (posi i e WOM, epu chase in en-
ion and p ice ole ance). The hedonic quali y e ec on sa is ac ion is g ea e han he e ec
o u ili a ian quali y. In addi ion, he u ili a ian quali y e ec on sa is ac ion is lowe han
ha o he ull model, and he hedonic quali y e ec on posi i e WOM is g ea e han he
impac o he ull model oo.
3.6. Di ec and indi ec e ec s o e-se ice quali y dimensions
This sec ion discusses di e en e ec s o e-se ice quali y on loyal y (di ec e ec s) and he
media ing ole o sa is ac ion (indi ec e ec s). Speci ically, ull models and segmen models
analyze sa is ac ion as a media o o he e ec s o he wo dimensions o e-se ice quali y
(u ili a ian and hedonic dimensions) on loyal y (posi i e WOM, epu chase in en ion and
p ice ole ance). The signi icance o he pa hs was es ed acco ding o hei - alues. Media-
ion has been es ed in line wi h he assessmen o media ing e ec s in S uc u al Equa ions
Modeling (Iacobucci, 2008). In o de o assess media ing e ec s o sa is ac ion we should
e i y he ollowing ac s (Iacobucci, 2008): (a) independen a iables, ha is, u ili a ian and
hedonic quali y, in luence he media o a iable (sa is ac ion); (b) he media ing a iable
(sa is ac ion) a ec s dependen a iables such as loyal y. In addi ion, o he exis ence o o al
media ion (indi ec e ec s), he impac o independen a iables on dependen a iables may
no be signi ican when he media ing a iable is included. Ins ead, o he exis ence o pa ial
media ion (di ec and indi ec e ec s), when he ela ionship be ween media ing a iables
610 A. Cas o-Lopez e al. How o manage he online expe ience conce ning ansac ional and...
and dependen a iables is included, he e ec o independen a iables on dependen a i-
ables is s ill signi ican . See Table 8 o he esul s ob ained in his esea ch.
Table 8. Di ec and indi ec e ec s o u ili a ian and hedonic quali y ( ull model and segmen models)
e-Se ice Quali y Signi ican s E ec s
Sa is ac ion WOM Repu chase In en ion P ice Tole ance
U ili a ian Di ec Indi ec Di ec and Indi ec Indi ec
Hedonic Di ec Di ec and Indi ec Indi ec Indi ec
In addi ion, Table 9 summa izes he di ec e ec s o e-se ice quali y (hedonic and u ili-
a ian e ec s) on sa is ac ion. Cus ome s who sea ch o in o ma ion and pu chase gi e mo e
impo ance o hedonic quali y han u ili a ian quali y. Howe e , o cus ome s who only
sea ch o in o ma ion, u ili a ian quali y is mo e impo an .
Table 9. Di ec e ec s be ween e-se ice quali y and sa is ac ion
e-Se ice Quali y
Sa is ac ion
Full model (FM) Only sea ch o
in o ma ion (S1)
Sea ch o in o ma ion
and pu chase (S2)
U ili a ian Quali y 0.42 0.83 0.33
Hedonic Quali y 0.44 0.59 0.46
Finally, Table 10 summa izes o al di ec and indi ec e ec s o e-se ice quali y on loy-
al y. I we analyze he esul s o bo h segmen s o cus ome s, he e a e di e ences in he
o al e ec s o e-se ice quali y on posi i e WOM, epu chase in en ion and p ice ole ance.
Table 10. Di ec and indi ec e ec s o u ili a ian and hedonic quali y
WOM
Di ec e ec s Indi ec e ec s To al e ec s
FM S1 S2 FM S1 S2 FM S1 S2
U ili a ian Quali y – – – 0.25 0.49 0.17 0.25 0.49 0.17
Hedonic Quali y 0.23 0.19 0.31 0.26 0.35 0.15 0.49 0.54 0.46
Repu chase In en ion
Di ec e ec s Indi ec e ec s To al e ec s
FM S1 S2 FM S1 S2 FM S1 S2
U ili a ian Quali y 0.07 –0.08 0.12 0.33 0.78 0.24 0.40 0.70 0.36
Hedonic Quali y – – – 0.35 0.55 0.33 0.35 0.59 0.33
Jou nal o Business Economics and Managemen , 2019, 20(3): 595–617 611
P ice Tole ance
Di ec e ec s Indi ec e ec s To al e ec s
FM S1 S2 FM S1 S2 FM S1 S2
U ili a ian Quali y – – – 0.17 0.41 0.09 0.17 0.41 0.09
Hedonic Quali y – – – 0.18 0.29 0.13 0.18 0.29 0.13
Conclusions
This s udy has con ibu ed o unde s anding e-se ice quali y in he ex ile and ashion sec-
o in ou di e en ways. The i s con ibu ion is o p o ide empi ical suppo on wo
dimensions o e-se ice quali y o online sale pla o ms o ex ile and ashion: u ili a ian
and hedonic expe ience. On he one hand, u ili a ian expe ience summa izes a ious la-
en dimensions o e-se ice quali y: web quali y (based on design and in o ma ion), o e ed
se ice (including gua an ee, o e and cus omiza ion) and secu i y (paymen managemen ,
p i acy and us ). This is a mo e ex ensi e model han p e iously de eloped models whe e
concep s o web quali y, o e ed se ice and secu i y a e speci ied as agg ega e a iables o
second-o de wi h se e al la en dimensions o i s -o de ( o ma i e dimensions). Fu he -
mo e, each o hese la en dimensions o i s -o de is measu ed h ough mul iple e lec i e
indica o s. On he o he hand, hedonic expe ience in eg a es aspec s ela ed o a ibu es o
un, enjoymen and en e ainmen .
The second con ibu ion is made by ex ending knowledge on he pe cep ion o e-se ice
quali y o Za a, Ven e P i ee, P i alia, BuyVip, Asos, and eBay in he dimensions o u ili a -
ian and hedonic expe ience. Asos is he online sale pla o m wi h be e u ili a ian quali y
ollowed by Za a and P i alia. The online sale pla o ms ha ha e been be e pe cei ed in
dimensions o web quali y (design and in o ma ion) a e Ven e P i ee, Za a and Asos. The
online sale pla o ms which show a be e a ing in he dimensions o o e ed se ice (gua -
an ee, o e and cus omiza ion) a e Asos, Za a and P i alia. The online sale pla o ms ha
ha e been be e pe cei ed in he dimensions o secu i y (paymen managemen , p i acy
and us ) a e Asos, eBay and BuyVip. In addi ion, Za a, Asos and BuyVip a e websi es wi h
high pe cep ion o hedonic quali y. O e all, Asos and Za a a e seen wi h good posi ioning
ega ding “u ili a ian quali y-hedonic quali y”.
The hi d con ibu ion p o ides empi ical suppo o a comp ehensi e model ha in-
eg a es e-se ice quali y, sa is ac ion and loyal y (posi i e WOM, epu chase in en ion and
p ice ole ance). The s udy eplica es he ela ionships p e iously ound be ween he h ee
concep s using a new con ex o online sale pla o ms in he ex ile and ashion sec o . These
ela ionships a e es ed by es ablishing ha sa is ac ion has a o al media ion be ween u ili a -
ian quali y and loyal y (posi i e WOM and p ice ole ance), and hedonic quali y and loyal y
( epu chase in en ion and p ice ole ance). In addi ion, sa is ac ion has a pa ial media ion
be ween u ili a ian quali y and epu chase in en ion, and hedonic quali y and posi i e WOM.
End o Table 10
612 A. Cas o-Lopez e al. How o manage he online expe ience conce ning ansac ional and...
The ou h con ibu ion esol es a gap in ou knowledge ega ding di e en segmen s
o web use s. The indings indica e ha di ec and indi ec e ec s o e-se ice quali y on
sa is ac ion and loyal y a e di e en o each segmen o cus ome s.
The s udy suppo s ha he e a e no di ec e ec s o he u ili a ian quali y on posi i e
WOM, bu hese e ec s exis in ega d o hedonic quali y. Di ec e ec s a e g ea e o ans-
ac ional cus ome s han o expe imen al ones. In e ms o o al e ec s, bo h segmen s gi e
mo e impo ance o u ili a ian quali y han hedonic quali y in o de o de elop a posi i e
WOM.
Addi ionally, he s udy suppo s ha he e a e no di ec e ec s o hedonic quali y on
epu chase in en ion, bu hese e ec s exis ega ding u ili a ian quali y, being mo e accused
in he segmen o cus ome s ha a e sea ching and buying on he ex ile and ashion websi e.
In e ms o o al e ec s, i can be obse ed ha o cus ome s who jus wan in o ma-
ion, u ili a ian quali y is mo e ele an han hedonic quali y in o de o inc ease epu chase
in en ion. Howe e , o cus ome s who sea ch and buy, hedonic quali y has mo e impo an
o al e ec s on epu chase in en ion han u ili a ian quali y in o de o inc ease epu chase
in en ion.
Finally, he s udy indica es ha a e no di ec e ec s o u ili a ian and hedonic quali y on
p ice ole ance. A e analyzing o al e ec s, we ha e again ound how u ili a ian quali y has
a deepe e ec on p ice ole ance o expe imen al cus ome s. Howe e , o ansac ional
cus ome s hedonic quali y has a s onge e ec on p ice ole ance.
To conclude, he companies should empowe he u ili a ian quali y conce ning cus om-
e s sea ching o in o ma ion. Fu he mo e, online sale pla o ms should imp o e hedonic
quali y ocusing on hose cus ome s who do no only sea ch o in o ma ion bu a e also
likely o buy.
The online sale pla o ms o he ex ile and ashion sec o should empowe he u ili a -
ian quali y conce ning cus ome s sea ching o in o ma ion. The online sale pla o ms mus
con inue o make in es men s (acco ding wi h he posi ioning in on o he compe i ion)
in some o hese ac o s: good design (a ac i e, easy o use and wi h in o ma ion p op-
e ly o ganized), in o ma ion o quali y (in e es ing and upda ed), adequa e gua an ee (easy
con ac business o clien , gua an ee o p oduc s, possibili y o e u ning deli e s), o e o
quali y p oduc s and/o se ices (good quali y-p ice ela ionship, good p omo ions in he
websi e, a ie y o p oduc s, compe i i e p ices), especial a en ion in paymen managemen
(possibili y o egis e ing o passwo d accoun s, iden i ica ion o he pa icipan s o he pay-
men sys em), as well as p i acy o se ice (da a p o ec ion and con iden iali y o deli e y)
and us (possibili y o deli e y cancella ion, use o online ce i ica e and exis ence o o he
consume s’ commen s) o he consume in he online sale pla o ms.
Fu he mo e, online sale pla o ms should imp o e hedonic quali y ocusing on hose
cus ome s who do no only sea ch o in o ma ion bu a e also likely o buy. To achie e
app op ia e hedonic quali y, he online sale pla o ms can show no only hei p oduc s o
sale, bu also o he con en s ela ed o ashion ma e s as, among o he s, upcoming e en s,
new ends, commen s, ideos o “in luence s” and pho os o o he consume s wea ing hei
p oduc s. Fo ins ance, Za a o ganized a campaign in which he company o e ed a mone a y
ewa d o he cus ome appea ing in a pho o wi h he cooles look, p o ided ha he o she
Jou nal o Business Economics and Managemen , 2019, 20(3): 595–617 613
was wea ing a leas an i em o he b and. This in ol ed an inc ease o hedonic quali y, as
cus ome s isi ed he websi e mo e equen ly and spen mo e ime on i . Ano he example
can be ound in he s a egy used by Asos. This online sale pla o m has a sec ion on ends
whe e use s show hei looks and indica e how o ge he di e en clo hes hey wea and how
much hey cos . I also has a Ma ke place sec ion whe e use s can sell used clo hes. Mo eo e ,
Asos in i es he use s o di e en ashion e en s in which i akes pa . All hese ea u es
could lead o enhancing hedonic quali y pe cei ed by he consume .
This pape has some limi a ions. The i s one, he s udy only analyses he consume be-
ha io o he ex ile sec o , bu i would be in e es ing o in es iga e he di e ences be ween
sec o s and p oduc s. The second one, he s udy only analyses he online cus ome , bu i
would be aluable o include he ROPO (Resea ch On-Line and Pu chase O -line) e ec and
show ooming. The las one, he s udy is s a ic and does no include he unce ain y associa ed
o mul ic i e ia decision-making.
Fo a u u e de elopmen o he con ibu ions a ising om his s udy, a deepe knowledge
o he di e en ypes o pla o ms, segmen s and p oduc s should be acqui ed in o de o
e alua e he di e en consume beha io and he in luence o such elemen s in hei sa is ac-
ion, WOM p ice ole ance and epu chase in en ion. Addi ionally, i would be in e es ing
o combine adi ional ma ke ing ools wi h a i icial in elligence echniques -such FAHP,
FTOPSIS o Neu al Ne wo ks- in o de o deal wi h he unce ain y associa ed o mul i-
c i e ia decision making p ocesses when he cus ome e alua es di e en websi es.
Au ho con ibu ions
The au ho s a e join ly esponsible conce ning his esea ch and he pape in which i s esul s
a e he eby p esen ed.
Funding
The au ho s ha e ca ied ou he p esen esea ch wi hou any go e nmen al o company
g an s.
Disclosu e s a emen
The au ho s decla e no con lic o in e es .
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