The percentage of U.S. consumers shopping and purchasing through the Internet is growing. The consumer has adapted to using the Internet to purchase products and retailers have profited from this new channel. Little is known about how a website provides competitive advantage to a retailer and what makes a website appealing to consumers. In order to address the gap in research that exists regarding why and how consumers identify with online apparel retailers, the purpose of this research is to examine the relationship between e-service quality (e.g., efficiency, fulfillment, and system availability) and consumer-company identification for online information search and purchase behavior.
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