The effect of Internet service quality on consumers' purchase behavior: The role of satisfaction, attitude, and purchase intention

This study set out to examine the effect of Internet service quality on consumers' purchasing behavior by focusing on the mediating role of consumers' satisfaction, attitude, and online purchase intention. The statistical population involved the citizens of Ardebil, Iran. A total of 540 survey copies were distributed among the target participants. At the end, 417 appropriately completed surveys were collected and the data were analyzed using SPSS and SmartPLS. The results showed that Internet service quality significantly influenced consumer satisfaction. Conversely, technical, structural, and information-based factors had no considerable impact on consumer satisfaction. Internet service security, however, had a significant effect on consumer satisfaction. Further, consumers' satisfaction significantly affected their attitude toward Internet purchase. It was also discovered that Internet purchase intention had a significant effect on Internet purchase behavior. Additionally, Internet purchase intention mediated the relationship between Internet purchase attitude and Internet purchase behavior. Thus, Internet service quality measurably influences Internet purchase behavior.