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1、Impactofe-ServiceQualityonSatisfactionandLoyaltyIntentions:DifferencesbetweenBuyersandVisitorsBressollesG,DurrieuF,BEMManagementSchool-Bordeaux(France)AbstractPastresearchershavestudiedthelinksbetweenelectronicservicequalityandsatisfactionand/orloyaltyintentionswithoutdi
2、fferentiatingbetweenvisitorsandbuyers.Thispaperpresentssomeresultsrelatingtothisdifferentiation.Basedonanonlinequestionnaireadministeredto1,557clientsoftwoleadingFrenche-commerceWebsitesspecializedinonlinetravelandelectronicandculturalgoods,theresultshighlightthatelectro
3、nicservicequalitydimensions(Reliability,Security/Privacy,EaseofUseandDesign)couldexplainSatisfaction,Word-of-Mouth,VisitingandBuyingIntentions.Security/PrivacyandEaseofUseareimportantdimensionsforconvertingvisitorsintobuyers.Inordertoimproveonlineconversionrates,Websites
4、shouldfocusonthesedimensions.IntroductionOnlinepurchasingisbecominganincreasinglycommonplacepurchasingmode(eMarketers,2006).In2006,electroniccommercereached12billionEurosinFrance,representing40%growthfromthepreviousyear.However,whilebothtransactionalandinformationalcomme
5、rcialactivitiesontheWebaregrowingsteadily,itisalsotruethatsitesdirectedatconsumersdonotalwaysmeetexpectations.Arecentstudy(BenchmarkGroup,2007)foundthatmorethan49%ofconsumersabandontheirorderbeforecompletingit(shoppingcartabandonment)becauseofdifficultiesencountereddurin
6、gtheonlineprocess.Moreover,eveniftherearedisparitiesbetweensectorsandevenbetweensites,"visitor/buyer"conversionratesarestillverylow(onaveragelessthan5%).So,commercialWebsitesarenowadaysconfrontedwithtwomajorproblems:convertingtheirvisitorsintobuyersanddevelopingloyalty.I
7、ftheInternetintendstosucceedasamajordistributionchannel,akeyfactorwillbeexploitingitspotentialtosatisfycustomersbydeliveringhighservicequalitysoastostimulateloyalty.Indeed,asintraditionalstores,servicequalityhasanimpactoncustomersatisfactionandloyaltyintentionslikepositi
8、veword-of-mouth,visitingandbuyingintentions(Mathwich,2002).Thepurposeofthispaperis,thereforetoidentifyt
