Consumer satisfaction and word-of-mouth in Electronic Commerce: a possible segmentation method

摘要

Over the last 10 years the B2C online market and its characteristics – for example theperceived electronic service quality (e-SQ) – has become a relevant research area, not only inthe Western countries but also in smaller, less-developed countries. Therefore the first aim ofthis paper is to provide a description of an analysis into how the dimensions of perceived eSQrelate to satisfaction and WOM intention in Hungary. Secondly, using the results of aPLS-SEM model we show how consumers may be segmented based on their perceptions ofquality. According to our research only the dimension of efficiency and responsiveness have asignificant positive effect on satisfaction, and the perception of the quality of fulfilment’s alsosignificantly influences word-of-mouth intention. Using the relevant latent variable scores asegmentation method was developed in which four significantly different segments wereidentified.