Measuring the results in B2C e-commerce

Purpose - The purpose of this paper is to analyze the role and importance of results in B2C e-commerce from the customer's perspective, together with impact on overall perceived quality and customer attitudes. Design/methodology/approach - The data base for this study was obtained from a sample of 191 individuals who had purchased on the internet and the techniques used in the statistical analysis of the data were as follows: principal components analysis, structural equations and regression analyses. Findings - Two dimensions - cost and guarantee - explain value in e-commerce. In the data resulting from the analyses, guarantee turns out to be a more important factor with respect to overall perceived quality and consumer attitudes than cost. Research limitations/implications - If a company manages to improve its e-commerce transaction results, this will have a favorable effect on overall perceived quality and consumer attitudes. In other words, the result is as important as the process for a successful purchase. Practical implications - The scale, integrated for the dimensions "guarantee" and "cost" should help firms to identify and improve their B2C e- commerce results from the customer perspective. Consequently, it will have a positive effect on overall quality, disposition to repeat and disposition to recommend. Originality/value - Companies operating on the internet will find a number of suggestions in this paper on how to achieve competitive advantage through