% &

'( ) *"+

-,

!" # )
+

!"
ha_zare_ah@yahoo.com

!#$%

& ' (

" $( )

./ 0 1 ' 2+"3'
hatami2157@gmail.com

-+

"

!#$%

& ' (

" $( )

&7 #0 5 6

./ 0 1 ' 2+"3'
rezatal63_782@yahoo.com

89

! "#

$ #%

2 3456#

C(

&'

5: &

)& & #

@4

4@

)& & # ) @
(

B # ' #%

* <5

# (WEBQUAL)

K
'5 "
O

( #E

& 1

#@
E

) < / ( &% E
( .

( .)

L E ( 3456# +

"( ( 'H >I

(E

1 @ .

8 9# ' /

( @ &AB' #

# F& D

J&

1* "( ' ( =6( >

() 2 # )@

' & 5G# D G/

( DA .

/ 0

( ' #%

5G # C(

M&

? 5

( (

DA . %

(%

( .

)</

)& & # ) *

$ , ' -# .

) 2 # ;<, /

)#

65

(*
N#

5: 1

2
(

. #
#'

-#
R, (
< %

#.%

# G

DE

/ , T& 5 .)

+8 , ( K /

)#

BJ&

1 @ P % * <5

: 0

HQ@. P .)
5: 1

3456#

( *

.) * (

( DE

S 3 456# +

E (+

#)& $

: 1 (

06G#

# @ C( :

(WEBQUAL) K ( DE

J -#

(' . #

( / U&V

& 1

) ; <=

" ( &")

"

' $! %&" " ! "#

/ A ? &> @ $ '%

>,

$! %& $ &>

&"G' . ", F " F! %&"

E" @ < & / @M<

"

"*

'

F! >,

< @= F ' .

+ 78= .: ;< 789 ! .(1379 ./0 ,) ,

'E

&>

D8< :

JK *

$ @*I

.$

.(Zeithaml et al., 2000) %

, I ! D>A

.2T" ' &>HU

Z EK
\

" ! $ &> " & M"< RS=

" < !&

Y ! . <L! B

[ 8M< G*

(Li &

-a H "
"

* &K !

AWX $ &= / ;<

$ &>

&

; . ! ./B# " /

U! B

AWX

" E & ", "

]D

*K

^ Y .!

AZ

&

& ]

"

&

8) a

'B > I

, ' @=

'&>* J &,

!?

. *>M

>#

' T ! .? *V

H8

< . &>
!

!K !

. &>

.! !

U!

de D<

AWX 0
! ;< ' <

1. Service Quality (e-S).

2. E-Commerce.
4

&

T ' &>HU

T ' &>HU
U ! .!

& ? .Suomi, 2007)

E& <

= ? *b T .(Cristobal, 2007) **

& F&@ .$% f ' & !

"'&>* ] &X

I F **

& .(Santos, 2003; Yang et al., 2004) ,

* &K T ' &>HU

" ! ` ! "' cb "c*

/ @<

G>'

7, *

T ' &>HU
*8 _

$ &>

! @*< ' (e-S) 1T ' &>HU

DK

. *
"X B<

M,Q 789 .

MH

` < . &>

&> "

B'!

+ . ,

H %

.(Parasuraman, 2004) ,
T" ' &>HU

BA &>

* +

= . U! B

& T ' &>HU

&

U!

U! .
gWX

*E

T ' &>HU
'%

U!
>

" &i . &> "

" <

,$

"H E K _ "

,R $

k E" &" j< ?

?"

$ & " .J" =

",

- " &<$ EK

"

'! *;
=

D' ! ' <

A!

AZ

0 ] &X $%
%

& j< [ $% Z *, F

$& $
l< 0#

[ >M

"0

AWX $ &= q , &

. ,

Z *, . **

&" / M"' >I ?>" ! $ *A

(Cronin, 2003; !&

M" .$ &>

7", *

"

"*' <

,?

n&o

"

< 8 A

o",

" "

& .

**

"&

" & .\

&

",! > #

.e-SQ " ! "

&

8#

&" !&H8 A &

>M=& (2002) Z' H

"

&

&> "

3. Online.
5

$ &>
&>

& ? *V

<

H8 .T < &>,

& _ & $ &>

!=

&

Zeithaml 8 ,

& * T ' &>HU

8,

D ,. ,
F

& 7, * T ' &>HU

&<

.Zeithaml, 2000)

,R

+ &

** [ &K $ &>

>Y .T ' &>HU

Oliveria . %

! @* I $ H

$% . , F !&

Z EK

! K q MY T

.(Li & Suomi, 2007) ", "

"'!& A!

!,

) * T

M 3_ &

>
. ,

@c' RS= G*

(Oliveria et al., 2002) "*

"

. @*< ' T ' &>HU

&# &G'

<" Y

>*,

'

*b &

.(1387 . '
? " /" D>

'!

! T ' &>HU

,$ > ,
0 F

&c ! >H' .

8 = h. *

' .(Teicher, 2002)

'! !

Z *,
T ' &>HU

&

, * ! .!
,R

.& &K

8) ' ,

Z *", &"c !

T ' &>HU

! T ' &>HU
A! ?

"

&

&

&>

E ' T ' &>HU

? & * .!

Z *,

"

", * ' < .

# & ir<

=
0 ] &X

T ' &>HU
a H aSY

" '

F!&>M"

"

I ! .T ' &>HU

\ . !

(Davidson and Cooper, 2005) &"> ! U ",

Z EK

" $ "*A " .Davidson 8 ,

K !!

U &>,

,R &

. ,F
a " .! ! &"# T" ' &>HU
&

"H & ir"<

.T ' &>HU

! " $ "*A

&

!E
. *

T" ' &>HU

(Li !

/ A

. '!

" $

$ >,&@

< T' :8>

T ' &>HU

x@

7;

Z E"K ]" &X

$% F

&

"' < " T" ' &>HU

" /"

< "'&>* ]" &X

" $ &> " . ", $%

.(Zeithaml et al., 2000) *

" & ) F &" ! ? "
! "B< . "'&>* _ "

' >K& &G' !

!. " ! "

" ;U o

U X ! *

%J = T ' &>HU

* &K !

/8 <

< T" ' &>HU

Z EK

** [ &K

! >A T ' &>HU

@=

AWX

$ *A

"U! B ?" F =

& .&c ! a&X

** [ &K

X B<
!

'&>*

&>

AWX z U *H<

W ;<
BM'

Rust and Lemon

T ' &>HU
HB

AWX
Zeithaml

*> ! @y $ H
$

< AWX

E < u B*>, T ' &>HU

! B< .$ &>

.T ' &>HU

&,

.l &

' .& Suomi, 2007)

. z U *H< ] &X

> !/

F < ! A'

, , $ *A

,R

,R $ V

,R

(2004) Ghosh

.(Ghosh et al., 2004)

h!!&" " /"

u B< ! B@ !

.(Santos 2003) !&

T ' &>HU

;U o 789

'! ! '&>* \&>M ] &X T ' &>HU

"** [ &"K 8 ", " "' < " . ", F "

F! >,

, H % & F WA . U D ?

! " &>
!

& ]K < T

AWX / ;<

DD <&M <

',

w< . . , >K v

' ! = T ' &>HU

.a&X T

.!

.! ; F Y ! >K&

F! >,

U! B (F * &K

&<L "

"

F! >, !

AWX . *>M & M T !

AWX

>*", &

' $ &B=
'

"

/ D ! >'&>*

" > " & < T" "

< "AWX

T ' &>HU
"AWX

&

H*

&>

" F c " ' .R ./ "

.

" /"

AWX

@ ZD' . *

, F

< . &> " "

,&>,!

-[ &"K 8 ,

&> "

"

, >,! !

[>M ,

.(Ruyter et al., 2001)

;, < W ;<
z "U *H< ]" &X

'

',

"$

4. E-mail.
7

'

' <
cb }H

T ' &>HU
$ &>

** [ &K u B< < F

&'%
!&H8 A

<

E@ <

T ' &>HU
.

8,

Rowley

" Y .T ' &>HU \ &K .!!&

&>

' !

T ' &>HU

z U *H<

. ,F

[ D>M" &" 9

! ;< ./ ;< $ *A

D<

&#

MI .

! G>'

AWX

: &;< q , &

"

>

8 # !&

[ &K . AWX ! B< $ &=

.(Rowley, 2006) !
"'&>* q ", &"

&M

* &K .(Salaun and Flores, 2001) *

" . !
"AWX

AWX

]D < .&c !

,! $%

"AWX $ &= & T ' &>HU

T" ' &>HU

' <

. , + D< L Y .4T ' &>HU

"* " :" &;< Hoffman and Bateson

! "c

AWX ` ! ' cb . *

AWX

.! !

>,

.(Zeithaml et al., 2002; Kim et al., 2006) ,

$% ?>K&

z "U *H< ]" &X

"AWX

E" b T" ' &>HU

* &K !

" " \W"< . " !&

' &> " .T ' &>HU

' b $ &>

'

'&>* .(Rust and Lemon, 2001)

& l,,

" |", I . &"= \ ", Z "

&>

A X
!

: &;<
$

**

" '! ! T ' &>HU

&

" .

]" D <
:"8>
"

&" *

. $
m

;U o ? 789

"

,R

! &" _ &" \ &"K "

",R

, ! T ' &>HU

;, < @= ! $ '

.T ' &>HU

F "Y , ! l < A
BM"' h_ &"

G'

+ D< Z EK

;U o . , F

;U o

' '1

. ,F

M U .T ' &>HU

Y &X

Y &X

<

= ! .(1

=) ' F
!;

._ & \ &K
. D DY ! . , F

&>

: ,F
!

.(Cristobal, 2007) *>M _ &

. " n&"o (2000) Zeithaml, Parasuraman, and Malhotra 8 ,

" " L &iQ

<

& .\ &K .

,R

= ! >'&>*
. ,F

"

"

: ;< ? U

"D D < ? &"<T" !E' q ", &

"

"'
!.

& .

"' ! ! "= T ' &>HU

$% ~"I "
= Z"
: ,

F!&>M .

/ @M<

&

;U o x '

'&>*

*> ! @y @'% . '!&

! >*, ! ;

; 11 /

&

E-S-QUAL q D

.!

=<
'

&

, D x ' ESQUAL . K

5. Electronic Service Quality (e-SQ).

8

E-S-QUAL SERVQUAL

M D [
>K&

h *>M u B<

! " "; 7 ?" . '! ! ;, < ; 7

>M ! ;

Zeithaml .(Zeithaml 2000, 2002; Parasuraman et al., 2005) "'! !

.(2002) Z' "H

- " SERVQUAL ! ";

UQ

*> ! @y @'%

;", < Zeithaml 8 ", " F " ! @* " I ; 7 q , & E-S-QUAL q D T . >*, J <
! "; ? "*V

& ,

H T ' &>HU

! ' <

! z U *H< F

E ' $% 789

E-S-QUAL (2005) Z' H

Parasuraman

! B@ ! ;

>M ! ; " '

[ MD<

S x ' ERecSQUAL

, M"Y : ", F "

&" T" ' &>HU

&"# &"G'

"

x !q D .

I &= .[>M , $! q&>,!

& "y ! ; . >, ? ! .(Parasuraman et al., 2005) q < $!& $ &B=

"

T ' &>HU

\& SI

,F

! @* I

! $ &>

& <q,

.(Rowley, 2006) , F! !
"

! ";

>*",

"

"

q ", &" T ' &>HU

"
"

"

!;

B &< .T ' &>HU

!; ! !

<D D <

! ! ", ,

" &>

&" SITEQUAL x "' "

"

\ !&I A&, . Y &X

B .F! >,

M" D " _ &" \ &"K

!F

Dabholkar . , F

I $ "*A " T" ' &>HU

x ""' ""
! "

""
"+

""

>K

D D < 789
H R

; 7

,R

_B<&
Y &X

Yoo and Donthu .(Dabholkar 1996) ! ! ( "+ < T ' &>HU

U @, :! F

/H < ; 4

. '! ! ;, < _ &

; 6 .Cox and Dale .(Yoo and Donthu, 2001) / ;<

q " D T" Wolfinbarger and Gilly .(Cox and Dale 2001) !&"
" F " ' eTailQ >K& " I

x '

"' F

"

"

, MY
>*, ! ;

") " l "; COMQ "> ! " ! ! ;, < T ' &>HU

"", D .$ ""H

Lociacono .(Wolfinbarger and Gilly, 2002, 2003)

" "= < " .(Lociacono et al., 2002) "

12

. !& R >' U D ? !

B &<

'! ! ;, < WEBQUAL

& WEBQUAL q D ;U o

* $# )* &'(
, +-./

$ %

!" # 1

+ "

* $#
SU .F! >,

U @, ./

< .$ * X

8 #.

,R

Y &X

Dabholkar (1996)

T ' &>HU

&>*
.

Zeithaml et al. (2000)

c ,I.

I . &= .$ * X

8 #.

_ & \ &K
q < .$ &B=

Yoo and Douthu (2001)

_ & \ &K

Cox and Dale (2001)

_ & \ &K

* .\ !&I A&, . Y &X

F! >,
.

Jun and Cai (2001)

_ &

Wolfinbarger and Gilly (2002,

2003)

U @,

8 # ` ! . B>A . ,&>,! . X B< .

E' . ,&>,! .F! >,

U @, . AWX .

,R

,R

'

Y &X

H'
$* X

Yang (2001)

B .F! >,

_ & \ &K
&

AWX .

8 #.
* .

,I
,R

Y &X

,
&>

* .$ * X

8 #.

,R

Y &X

_ &
/

Zeithaml et al. (2002)

<

, I .$ * X

8 # . X B< .

T ' &>HU
.$ * X
Madu and Madu (2002)

T ' &>HU

T H <.
U

B . > ,. ,

!|, I .! >A .[>M ,

.$ * X . &@ .R

* .
8 #.

Loiacono et al. (2002)

8 #.

,R

; =

B' ~ 8I .

Y &X .|, I $

< * &K . b }H

* . & SI& ;<

$!&

.! >A ./ ;< . AWX

X B< . H> .$ &= . & SI

_ & \ &K
, MY = .x >

10

.!&H8 A

* Ec =

. ,&>,! .
Yang and Jun (2002)

, I .$ * X

8 #.

* .

,R

Y &X

_ & \ &K
,
,

Surjadaja et al. (2003)

U < .$ * X

U<

8 # . AWX .

, I ./ ;< .

T ' &>HU
.

. X B< . > , . c>, I [

.& y .F! >,

&>

.$ * X

U @,

Santos (2003)

T ' &>HU

Y ./ ;< .

. W @M< .$ * X
Yang et al. (2003)

_ & \ &K

* . >

8 # .F! >,

, )

&

* .F! >,

U @, .

U @, . B>A .

E' . c>M
B .

8#
,I

. ,&>,! . X B<

S= .

, I.$ * X

8#

Yang et al. (2004)

_ &

U < I
&>

Field et al. (2004)

* .$ * X

8 #.

,R

Y &X

T ' &>HU
Kim and Stoel (2004)

_ & \ &K

! >A .
.

, MY ./ ;<

8 # . AWX . & &, .

E' . ,&>,! . c>M

. B>A .$ * X

,& y

8 #.

,I

Yang and Fang (2004)

T ' &>HU

,R
. U

Long and McMellon (2004)

Y &X . AWX . X B<

.$ * X .

, I .$ * X
/

Gounaris et al. (2005)

8 # .~ U

8#

_ & \ &K
_ & \ &K

&@ .
<.

Parasuraman et al. (2005)

< . X B<

, I . AWX . B>A .

&9 $ &B= .

,I.

,R

Y &X

I . &= . ,&>,! .

T ' &>HU
Lee and Lin (2005)

_ & \ &K

, )

11

. B>A .

, I .$ * X

8 #.

,R

Y &X

,I.

I .[>M , $! q&>,! ! . &= .

_ & \ &K

Kim et al. (2006)

[ ,&< TB, . AWX .

.F! >,

U @, .R >'

< .$ &B=

S= .

* n&X .[ ,&<

Fassnacht and Koese (2006)

T ' &>HU

XA
\ ,

Cristobal et al. (2007)

< 8 A

&

E .$ * X

.$ * X . &>

8 # . *K
.

,R

Y &X

T ' &>HU

"

! ";

u B<

! T ' &>HU

;U o

< > ! ; .T ' &>HU

=&

>

& SI& j<

,*

.(Waite, 2006; Kim et al., 2006) , T ' &>HU

! ] D < l&

(Surjadaja et al., 2003; Santos 2003; Yang et al., 2003, 2004;

" ! " $ ' T ' &>HU

Field et al., 2004; Kim and Stoel, 2004; Yang and Fang, 2004; Long and McMellon, 2004; Gounaris

.et al., 2005; Lee and Lin, 2005; Kim et al., 2006; Fassnacht and Koese, 2006; Cristobal et al., 2007)
? r<

&>

! &>@ ` ! q , &

; 15 Madu and Madu .lW

T ' &>HU

.(Madu and Madu, 2002) '! ! ;, < .$ &>

& <

' ]o
WEBQUAL

"Y &X .|", I $ " .! >A ./ ;< . AWX ) ; 12

" = .x ">

* Ec "= " 8 # .

" < "* &K . "b }H

! " $% .(Loiacono et al., 2002) "'! % ! =

\& S"I
F " !
! !

" !
@

AWX

T 2001

" ?"

F "* ' "

X B<

"* &
">

*, .

L ! V' *b

"X B< . H> .$ &= . & SI

$% 2000

%?K &

, ! Z' H

@= $%

'!

'
'WDA / A

* .

>",!

B2C

)
12

,R

F ** a&

AWX & E & < . * !

,R

, ( , MY
w< F! >,

, ! E ' Webb & Webb .(Loiaconoet al., 2002) '!& F! >,

+&K . '! % ! =

"

&

I
%?K

! & S &i / A
/H <

8) > ,

(Webb and Webb, (

, M"

. U

.$ * X .

F &"

n&o

.! =

", 7"U # ! F

. K&

c ,I.

I)

* &K & E & < ( <

;U o ] Bo< / ;< q , & Z

&# , & !

" / ;<

AWX

.$!

I ? ! . .2001)
.F! >,

8 # " 8)

#
. " !& ! @* I ! =
",

&H < = <

!!

.(Parasuraman et al., 1988) , 8$

SERVQUAL

"

" q "B># ]" &X

! ! ! &K

, 7q &' &

(Gronroos, 1984)

&"c ! ,

;U o

=<

q , & 6T ! ' ,

; !

, I SERVQUAL

H'

(Angur et al., 1999; Athanassopoulos, 1997; Blanchard and Galloway,

q, &
;U o

", ">K&

$%

H& %

UY !

") $

, I

1994; Donthu and Yoo, 1998; Lloyd-Walker and Cheung, 1998; Marshall and Smith, 1999;

" .McDougall and Levesque, 1994; Newman and Cowling, 1996; Yavas and Benkenstein, 2001)
F

K&;

7"U # ! :;"+ ?
"

"

. ,& !

_&

' ' . ' > !&I

"

' :!!&

H' ! t

"

_ &"

(Babakus and Boller, " [>" %

Shemwell and

& (SERVQUAL F
" ! & j<

& ? DD

>&

!B

/ U!

;U o

/ !

n&o n&o . , F ,

(Babakus and Boller, 1992; Shemwell and Yavas,

F!&" "H

:;+

&

M $ DD
! $

)! =
$ < t

&G' g <
F

,&

>!

.J *) ;, <

E ! L w,

&

M . & .1999)
G*

' !

"b& .1992; Babakus and Mangold, 1992; Carman, 1990; McAlexander et al., 1994)

6. Nordic.
7. Gronroos.
8. Parasuraman.
13

&">@ F! >",
&" &">@ F

@= &= / #

E !t

"!T . , & *

] Bo<

& \W< ! =

. (Shemwell and Yavas, 1999)

]D <
"

= < .SERVQUAL

Z *", ? '

(Loiacono et

0 t

, D
=

?&* . *

A+

"

.&<!

X B<

Loiacono 8 ,

! "' .WEBQUAL ! ' >",

$%!& " &" F W"A F! !&K
. !

"
&

M
F! >,

= < x EU &+ Y

( >'&>* ) H ' &>HU

$ ' H'

F! >, .al., 2002)

! F!&>M

T' ! T ' &>HU

* &+ Y Z
!

I ?

E ;, <

! :;+ ? & F WA

. ,F
"< . " .T" ' &>HU

. AWX

& t

/B# V' *b .$% ! T ' &>HU

, ! Z' H

! l # Yavas

[> % F

F! >,

E'?

" !& n&"o 2002

. ,F

D D < [9& 8A

Z *,
' K

$*

88 U ? (o, ! ' / !

* ' < $ E .] D < a

>,!

,&

2 34 5 /67
. "** " F! >",
&"# , & !

&

< T'
8)

>'&>*

+&K 7U # !

* &>
w, ? .|, I

M*

>,! G*

8)

@=
8 9

w, .] D < ? !

. ' !

?
:[ !

&'(
.! ! ! =

! *; o $ &

< T'

>'&>*

?
&: 9

: *>K&
.! ! ! =

! *; u B< $ &

&# Z *, !
< T'
14

>'&>*

n&o E ' n&

A&K

8 9

8 9

+&K >, ? !

! ? (1 A&K +&K

! "=

! "*; u "B< $ & "

< T'

>'&>*

G>' ? (2 A&K

+&K
.! !

" < T"'

">'&>*

.? &>

&

> *

; =

& j> ? (3 A&K +&K

.! ! ! =

a H" . ">'&>*

"

"0

< T'

,R $ &

! *; u B<

G>' ? (4 A&K +&K

.! ! ! =

! *;

2 34 &7 +<; )
I . , >K
]D <?

$% !

,* \

I\

AWX .!!&

RM

'

=<

E ' !&

F!

I"

)<

' ] D < ? ? *V
. q F %&

' &+ Y Z I

!F

;oD
* DBX

) = />
!E

$ >,&@

" $ >",&@

< T' :8>

" < T' 7; $ &>

I? !

]D <

. ,

' ; = F! , K! < F

!& ? ;< !

n=

*", ~' "

! %&"
&'

Z2

'!

% ; = . !& F

% ; =$ <

>'&>*

. !& ? ;<

" " $%

8 Z

. ' F!& F! >, T' ?

" .7" <&< ?

."

7;

$% /B# ] D < $

' '&

* DBX
=<

BA
!

E ' lWB# V' *b

.

&

M' ! &

' ]D <?
' ; =

&

&

!E
' '

' ' &K

1 o

"G*

.&c !

'

" . "

!& J <

>K& &G' ! %10 ! ; o

% ; = ! T & !

15

%95 $ * X (o, o ? !

* ,&I 50 [ Y

' '

7" <&< " " $% ~' "

! ;< . o

& F

"

F " J" < " U

[> %

&

!E

&@

T &

.! ( &

>K& &G' ! & ! D R M>Y

' ' q , ? & . % ,!

41 !E 39) %82 %78 7 <&<

. % ,!

0/051 0/137 ( &

! A 20 !E $ >,&@
.! B'

& ! A 36 ! ; ' '

* ,&I !

J <

?" ! ! "= ] D <

$ ", *

",

! ]" D <

"

"; /"B#

! ;U o

. > . K&

*", .
*",&G' "

>

r< ? + . 8Y& ? ! . K&

& "

> *"

"; =

"m

AWX ) !& ? < Z

* ,&I

:8>

7;

. K&

! ? DD

) . ' F!& F! >, T' ?

"

=< Z

&"G' " A ((Loiacono et al., 2002) l ) " ) T" ' &>HU

u "B<

AWX

%J =

"

>'&>*

,
"

F Y?

Z *,

<,

* ,&I 7U #

"

" , " " ;= &

WEBQUAL

I ? ! F! >, !
"

* ,&I ] &X &G' !

&# , & / ;< !

* " ,&I] T"" ' &>HU

.F Y ? ! ! = ! ' >,

) =?>

, * e-SQ Z *, @=

" m " ?" .x ! 8Y& ! . !&

* " ,&I . " , &"" " x L .([WEBQUAL

n&"o

) 8Y& , ! ] D < ? !

'

' F!

:@A
. "*

" !E )

& ? DD

_, < F

AWX l > @' . !& [ G*< $ , *

T /# Y $ * <

* &>

[ D>M

2 34 ) B# &. . C &. )
F ",
[

" r< " $ , *

$ &B &G'

" $% ( & "< " " ! ! "

. ,

r<

= < F! >, !

" !& F! >,

.0/763 & & B' &

8 A/8 <$
U% 7 &+ B,

16

* ,&I

>

% .
] &X E '

.
% ,&
* ,&I

V' *b

G*

. ,

I .

!&I

DE

= F. 8 1

N of Items

Cronbach's Alpha

0/763

29

I,* * H '34

.BG4

&' : H '34
-Z,&I H* ? ;<

&

,F

"< G*

Z &b \

, F !& F! >,
F! >,

8)

F! ! ~ &< $!

"I ! . ,

- " F '

& j> ?

") ! 69 "< 50 ?

?"

KMO F

m
M D

D ? & . *

" 'Z",&I L Q", " 8

&!D
&" $

/" 8 < ! E" ? $! 7, * F * ! $ '

?" F " ! ]" D < G*
"D . " !& F! >",
& F WA 7 <&< ?

. c>MB
"8<
.

& j> ?
B, * m

. ,F

) $

8 A/8 <

! ! v&

<

,F

c>MB

c>MB

! *;

'
/ A

>M . 8 A / 8 <

&=

7 &+ .! ' /) Y
G* ?

& .&+ Y

&!D

.!

.!

) ! 70

c>MB
! !
A

$%

#!
&

8 A/8 <

, >K& x ' Z
& ? *V

! *; (o, ! 7/810 & & Z

17

*b

&I

" & $ " % . M ' & ) ; = ! F! ! c>MB

0/005 &>

UQ

& !=

& j>

I? !

F! >, ~

. E= c>MB

% M ! 0/715 & & $%

~ &< $!

8)

8 A/8 < &

% ? . M ' 7, *

& Z

* & lL >Y

' . !& F! >, KMO $

E= & ! D
7, *

.78o ? ? ;<

! /Y & ?

* & ' ? ;< ?

", "*; $ " ) ! 50 &>

"U

/H <

? *V

!& ' '

E"K x&' _

! *;

Z F % ? & ! D V' *b . *

"

UQ / 8 < \

.$% F! , > , ? ;< ? *V

/"B# . ", ">K& x " ' SPSS 15.0

$* X

K > /8 <\

~ &<

I
F! !

I ? ! $%

78o

",! " >' .&c !

BA

. ,

.
F

B
"

&>

"; F
D ?

"@= " ' ! "

x ' / A/8 <

&<L "

? I
L w,

& F

n&o

u &

.F

D / U!

< 8 A
.(2

=) !

K >. C L

& 1

UY !?

= UY !

&= .

? B<

YF %
,&

! ~'

D F * !$ '

&>

/ A $%

~'

D ?>K& &G' !

* ,&I !

*F &

/ A
BA ^ Y

8 / A 7 ! L w,

) 8 A / 8 < l!

N 7 H /: &. J K. 4

xL
,

D ?>K& &G' ! ~}, . *

! / A T ! & Y

aSY U / 8 < !
w, &

0/3 ! ' >,

Structure Matrix
Factor
1

q1

0.592469

0.12742

0.053009

0.025621

0.129003

-0.00929

-0.04696

q2

0.87675

-0.34434

0.349327

-0.00753

-0.04535

-0.00128

0.441913

7q3

0.572629

0.107838

0.197251

0.21189

-0.0058

-0.07216

0.179302

q4

-0.08259

0.062181

0.095527

0.036169

0.346895

0.240751

-0.03771

q6

0.14877

-0.0733

0.218368

0.29536

0.242516

0.333522

0.003912

q7

-0.03647

0.619501

-0.02229

-0.20383

0.277455

-0.06766

-0.06906

q8

0.202818

0.136732

-0.0199

0.017166

0.977771

-0.00483

0.395076

18

!& ' '

$! 7, *

BM' F

>BU . ' !&

h K&

M " $#

0/1

D /# Y

w,

c>MB

& j> A

/ A

& \& oD' $ *A

8 A/8 <

+ ? ? ;< G*
? B< ~'

8 "A /# Y
BM

I&

& j>

Z,&I A

? B< / A T _, <
$% F

~ &<

G*

. , F !& F! >, .F

b & .!

? &>@ . , &>

8 A

8 A/8 <

! *; / A *b F

",

= < / # E ' c>MB

q9

0.185546

-0.1442

0.13383

0.123918

0.252215

0.170498

0.859809

q10

0.338679

0.038526

0.129571

-0.18351

0.211594

0.230156

0.300016

q11

0.301854

-0.18009

0.046572

0.312021

0.208835

0.116742

0.328244

q12

0.127729

-0.23844

0.116605

0.993915

0.033946

0.168249

0.160691

q13

0.134835

0.015869

0.14918

0.205909

0.052662

0.548309

0.199559

q14

-0.10142

-0.12383

0.249496

0.036911

0.112581

0.823378

0.049713

q15

0.172157

-0.09163

0.453855

0.069598

0.058444

0.147922

0.228713

q16

0.259241

0.091973

0.99214

0.079999

0.033874

0.309339

0.047579

q17

0.0549

0.557926

0.255206

-0.12309

-0.09231

0.059998

-0.11737

q18

-0.01514

0.744855

-0.08796

-0.10466

0.130094

-0.08198

-0.10426

. ,F

)W (1) > ! ! ' ! F & &

+R7 C )* H : I # Q/#

5 /67

19

u &

L w, F

F % , / AZ '

N 7 H /: & )* P 7 4 1 ) */>

q18 < q1

L w,) WEBQUAL

~"I .! " '

* ,&I 8)

"* [ M"D< /" A 7 ! F

: !& ? ;< &

L w,

'

L w, $ <

,*

.(1) ! ' (2)

/ A

=< F

=<

AWX
q5

( !& aSY

,* / A$ '

=<
w, E=

, & $ &B

h & SI

F! >,

U @, (1/ A

h$ * X

8 # (2/ A

h c>M
h
h

,R

(3/ A
B (4/ A

> ,

Y &X (5/ A

/ ;< (6/ A

. ,&>,!

c , I (7/ A
8 9 &7) #

"B# /" #

. SU .

J' W

8)
" "

= < .[ !&I

I /Y & ! F

+&K / 8 < ! T &>

+&K ! . , F !& F! >,

"

">' . , F

I\

n&o

+&K , &

]D <

7M 9/ A

F! >, . 8 A / 8 < F

o $ ,& $

>K& &G' ! >M & >j $ *A

A&K
$&

8)

8Y& ? !

+&K !

>

) ,&

+ .5 3 .2 .1 A&K
:!!&

G*
+&K

0 &

&'(

8 9

.! ! ! =

! *; u B< $ &

< T'

>'&>*

? :H0

.! ' ! =

! *; u B< $ &

< T'

>'&>*

? :H1

9. Factor Stores.
20

.! " F "

">K& &G' ! /D>M & j>

H0 &"K (

",R

> ",

$% !

Y &X) 5 / A

& @*< q , ? & . %

.! '

U)

S #)

. >K&

r< $ <

) $ ,& $
, &

=<
)

>'

&

r<

' H0 &K / A & ,

. 8) Q E4) T&% S/ 7 N) S/ "= 3

Coefficients(a)

Unstandardized

Standardized

Coefficients

Coefficients

Sig.

Beta

Std. Error

46.798

.000

4.135

.000

Model
(Constant)

REGR website
design and structure

Std. Error

3.475

.074

.311

.075

.424

Sig. Level (;) < 0.05

&: 9

8 9

3 2 1 &: 9
: *>K&

&# Z,&I !

&

8 9

+ a?

:(1) &: 9

8 9

.! ! ! =

! *; u B< $ &

< T'

>'&>*

! ? :H0

.! ' ! =

! *; u B< $ &

< T'

>'&>*

! ? :H1
:(2) &: 9

8 9

.! ! ! =

! *; u B< $ &

< T'

>'&>*

G>' ? :H0

.! ' ! =

! *; u B< $ &

< T'

>'&>*

G>' ? :H1
:(3) &: 9

21

8 9

- "*; u B<

< T'

>'&>*

.? &>

&

> *

& j> ? :H0

; =

.! ! ! =
- "*; u B<

< T'

>'&>*

.? &>

&

> *

& j> ? :H1

; =

.! ' ! =
G>' ) 2 A&K +&K ! H0 &K

( & S"I

*"

F! >,

r<

Yg K

U @,) 1 ( ,&>,!

+&K !

! o $ ,& $

c , I) 7 .( c>M ) 3 .(

. 8)

"

/ ;<) 6 ./ A !

Standardized
Coefficients

Sig.

Beta

Std. Error

27.534

.000

Std. Error

(Constant)
REGR Interactivity
and Scurity

2.030

.074

-.464

.093

-.476

-4.987

.000

REGR Competence

-.209

.085

-.245

-2.466

.016

-.219

.091

-.233

-2.400

.019

.156

.092

.173

1.692

.095

REGR
Accessibility and
Responsiveness
REGR Ease of Use
and Intuitiveness

=) ,

)* Q E4) T&% S/ 7 N) S/ "= 4

Unstandardized
Coefficients

Model

% .q , ? &

.(4
S #)

Sig. Level (;) < 0.05

F! >,

U @,) 1 (

W " < $ E" &" j> ?

! "
.! '

D" !
r< $ <

,R

> ,

! *; u B<

" r< H0 &K W

' H0 &K (

! ) 2 A&K +&K ! H0 &K

Y &X) 5 :/ A ! (
$ ' (5)

= ? *V

.(5

< ; ! @*< .3 A&K +&K ! &c !

'B

! '&>*

22

F! >, $ E

`&>

=)
BA

r< !

.! ! $ &

R MY A ' .

( & SI
+
M*= .?,)

S #)

. 8)

"

Unstandardized

Standardized

Coefficients

Coefficients

Model

) Y Q E4) T&% S/ 7 N) S/ "= 5

Beta

Sig.

Std. Error

21.064

.000

Std. Error

(Constant)

3.141

.149

grade

.141

.056

.271

2.528

.014

.090

.046

.208

1.935

.057

.084

.049

.184

1.710

.091

REGR Website
Design and
Structure
REGR Ease of Use
and Intuitiveness

Sig. Level (;) < 0.05

(4) &: 9

.! ! ! = ! *; a H . >'&>*

< T'

,R $ &

G>' ? :H0

.! ' ! = ! *; a H . >'&>*

< T'

,R $ &

G>' ? :H1

. , >K&c' /H
.

8 9

F! ! ! & j<

F! >, 10$ M H8 T &>

F " % ", 1/47 " & & F !&

*>M

I'$

F! !

' .&K ?

% (4) +&K , &

B,

aH

G*

u &

. ,F

r< H0 &K (6)

D .!!&

F! ! H*
F! >, T &>
=

AWX
.(7

2 Related Sample

) C S/ "= 6

Test Statistics(b)

P-E
Z

-6.864(a)

Asymp. Sig. (2-tailed)

.000

10. Wilcoxon.
23

=<
I'

%
=<

=) ,

&

+.

"

)Y

)* Z < E7 3

Descriptive Statistics

Mean

gap

80

1.4700

Valid N (listwise)

80

N G
"\

H .T ' &>HU

, X :8>
")

'!

? DD

G* ?

= < x EU

,R

X B<

< T' :8>

" $ >",&@

7;

" < T' :8>

! T ' &>HU

",R

> ",

" & !]D <

"Y &X .
+&K

@= $ '

',

7; ? &> ) , & !

-[ MD< 8) / A 7 7U # ! 8 A / 8 <

%?K \&>M

=<

U D ? ! . >K&

; = F % ,

F! !

.$ * X

8 # . & SI

Y ] D < >' .&c !

K&;

=<

B . c>M
r<

AWX

$ E Z *, .

"D D < " "= < " q , ? & . ' > !&I & ?

> !&I .

, !

[3#

=< .

? &> @ .( &

F! >,

, .( ,&>,!

U @,) !&

c ,I .

*
.

"

"0

$&

u "B< &c' >' . A&K

c ", I . c>M"
"

" !?

2 A&K +&K) W

+ ?
+&K t

. "*

! *; u B< t
!. , F

! ] D < 8)

J# \& SI !

/" ;< /" A !

,R

"

G>' $ &

! *; u B< ? *V

(1 A&K +&K) & SI

< (o,

F! >,

> ,

& SI

+&K ! ! $ '
> ,

U @, .

,R

F! >,

*
/ ;<
!;
,&

Y &X / A &G'
+ ?

! *;

U @,

,&>,!

Y &X / A !
.

24

!E

(3

! @* I

. "

& q, ? &
&

" = !

G*

* %

&

"

',

x E"U .Z

" T'
"'&>*

"

>'&>*

. <%
$

* !|, I

R S=

' .&c !

, F! >, ! $ &
Y \

J <&

= < .F % ,

n&X 0

7, * \

T'

? ! &B>; ? < 0
>'&>*

D D < G*

+ Z EK
. *

? !Z

&G' &>@ Z *, G*

? *V

25

!&K

8#

* ' <
* ' <

Y& 9 .

c>M

* . '* _&

Y)

=<
! *E

! = [>M , F! >, !
H' $ &>

$ * #WA !!&

> !&I T ' &>HU

.!

. SU

! , MY " 'WDA

!B

< ! '&>* $ &

, $&

F ! 0 .? & * .! ! $%

F Y? !! =

)&A

&G'

= < .!!&

>M

, . ' !&} .$ &

U ;K l )

"

=&

&G' .g K >'

[>M , $ * X

& " Z EK ! ' <

&iQ

&

Y &X $ &

S & ir<

H'

T' ! H ' &>HU

R MY . U

<

Y& 9

&b .

> ,

Y?A !

! >,! &c ! .! ,

.
m

8#

I?

? &> @

[ M*

j 8B< .

&+

,R

"+ &"

&G'

M
b }H

&c' "' E" ' & "

>K& F&@

F&

U ;K !
) <E'$ I !
7M

K ]o*

M,Q !
& [

<

?
."e "=

&K M

o#

&

Z *," .(1387) ..! = . '

! T ' &>HU

.82-56 m) .1387 $ >M

:&" ' .F! ? M"Y ? MY : [=&> h"[ M*

E I .1 F

.1 F ! . AWX

&c' (TQM) J =

&

?# +

. ! MU ~
*K

&

& '

" .(1379) /0 , . .
.

b h H '! & '

Angur, M.G., Nataraajan, R., Jahera Jr., J.S., (1999), Service quality in the banking industry: an
assessment in a developing economy, International Journal of Bank Marketing, 17 (3), pp. 116
123.
Athanassopoulos, A.D., (1997), Service quality and operating efficiency synergies for management
control in the provision of financial services: evidence from Greek bank branches, European
Journal of Operations Research 98 (2), pp. 300313.
Babakus, E., Boller, G.W., (1992), An empirical assessment of the SERVQUAL scale, Journal of
Business Research, 24 (3), pp. 253268.
Babakus, E., Mangold, W.G., (1992), Adapting the SERVQUAL scale to hospital services: an
empirical investigation, Health Services Research, 26 (6), pp. 767786.
Babakus, E., Yavas, U., Karatepe, O.M., Avci, T., (2003), The effect of management commitment
to service quality on employees affective
Blanchard, R.F., Galloway, R.L., (1994), Quality in retail banking, International Journal of
Service Industry Management, 5 (4), pp. 523.
Cox, J. and Dale, B.G. (2001), Service quality and ecommerce: An exploratory analysis,
Managing Service Quality, Vol. 11 No. 2, pp. 121-131.

26

Cristoal, E., Flavian, C., and Guinaliu, M. (2007), Perceived eservice quality: Measurement
validity and effects on consumer satisfaction and web site loyalty, Managing Service Quality, Vol.
17 No. 3, pp. 317-340.
Cronin, J.J. (2003), Looking back to see forward in services marketing: some ideas to consider,
Managing Service Quality, Vol. 13 No. 5, pp. 332-337.
Dabholkar, P. (1996), Consumer evaluations of new technologybased selfservice options: An
investigation of alternative modes of service quality, International Journal of Research in
Marketing, Vol. 13 No. 1, pp. 29-51.
Donthu, N., Yoo, B., (1998), Cultural influences on service quality expectations, Journal of
Service Research, 1 (2), pp. 178186.
Field, J.M., Heim, G.R., and Sinha, K.K. (2004), Managing quality in the eservice system:
Development and application of a process model, Production and Operations Management, Vol. 13
No. 4, pp. 291-306.
Ghosh, S., Surjadjaja, H., and Antony, J. (2004), Optimization of the determinants of eservice
operation, Business Process Management Journal, Vol. 10 No. 6, pp. 616-636.
Gounaris, S., Dimitriadis, S. and Stathakopoulos, V. (2005), Antecedents of perceived quality in
the context of Internet retail stores, Journal of Marketing Management, Vol. 21 No. 7, pp. 669-682.
Gronroos, C., (1984), A service quality model and its marketing implications, European Journal
of Marketing 18 (4), pp. 3644.
Jun, M. and Cai, S. (2001), The key determinants of Internet banking service quality: A content
analysis, International Journal of Bank Marketing, Vol. 19 No. 7, pp. 276-291.
Kim, M. and Stoel, L. (2004), Apparel retailers: Web site quality dimensions and satisfaction,
Journal of Retailing and Consumer Services, Vol. 11, pp.109-117.

27

Kim, M., Kim, JH., and Lennon, S.J. (2006), Online service attributes available on apparel retail
web sites: An ESQUAL approach, Managing Service Quality, Vol. 16 No. 1, pp. 51-77.
Lee, GG. and Lin, HF. (2005), Customer perceptions of eservice quality in online shopping,
International Journal of Retail & Distribution Management, Vol. 33 No. 2, pp. 161-176.
Lloyd-Walker, B., Cheung, Y.P., (1998), IT to support service quality excellence in the Australian
banking industry, Managing Service Quality, 8 (5), pp. 350358.
Loiacono, E.T., Watson, R.T., and Hoodhue, D.L. (2002), WEBQUAL: Measure of web site
quality, 2002 Marketing Educators Conference: Marketing Theory and Applications, Vol. 13, pp.
432-437.
Loiacono, Eleanor T, Richard T. Watson and Dale L. Goodhue., (2002), WebQual: A Measure
of Web Site Quality, American Marketing Association.
Long, M. and McMellon, C. (2004), Exploring the determinants of retail service quality on the
Internet, Journal of Services Marketing, Vol. 18 No. 1, pp. 78-90.
Madu, C.N. and Madu, A.A. (2002), Dimensions of equality, International Journal of Quality &
Reliability Management, Vol. 19 No. 3, pp. 246-259.
Marshall, K.P., Smith, J.R., (1999), Race-ethnic variations in the importance of service quality
issues in the neighborhood consumer banking, Journal of Professional Services Marketing, 18 (2),
pp. 119131.
McAlexander, J.H., Kaldenberg, D.O., Koenig, H.F., (1994), Service quality measurement,
Journal of Health Care Marketing, 14 (3), pp. 3440.
McDougall, G.H.G., Levesque, T.J., (1994), A revised view of service quality dimensions: an
empirical investigation, Journal of Professional
Newman, K., Cowling, A., (1996), Service quality in retail banking: the experience of two British
clearing banks, International Journal of Bank Marketing, 14 (6), pp. 311.
28

Oliveira, P., Roth, A.V., and Gilland, W. (2002), Achieving competitive capabilities in eservices,
Technological Forecasting & Social Change, Vol. 69, pp. 721-739.
operation, Managing Service Quality, Vol.13 No 1, pp.39-44.
Parasuraman, A (2004), Assessing and improving service performance for maximum impact:
insights from two-decade-long research journey, Performance Measurement and Metrics, Volume
5 Number 2 2004
Parasuraman, A., Zeithaml, V.A., and Malhotra, A. (2005), ESQUAL: A multipleitem scale for
assessing electronic service quality, Journal of Service Research, Vol. 7 No. 3, pp. 213-234.
Parasuraman, A., Zeithaml, V.A., Berry, L.L., (1988), SERVQUAL: a multiple-item scale for
measuring consumer perceptions of service quality, Journal of Retailing 64 (1), pp. 1237.
Ribbink, D., Riel, C.R., Liljander, V, and Streukens, S. (2004), Comfort your online customer:
Quality, trust and loyalty on the internet, Managing Service Quality, Vol. 14 No. 6, pp. 446-456.
Rowley, J. (2006), An analysis of the eservice literature: Towards a research agenda. Internet
Research, Vol. 16 No. 3, pp. 339-359.
Rust, R. T. and Lemon, K. N. (2001), Eservice and the consumer, International Journal of
Electronic Commerce, Vol. 5 No. 3, pp. 85-101.
Ruyter, Ko de, Wetzels, M., and Kleijnen, M. (2001), Customer adoption of eservice: An
experimental study. International Journal of Service Industry Management, Vol. 12 No. 2, pp. 184207.
Salaun, Y. and Flores, K. (2001), Information quality: Meeting the needs of the consumer,
International Journal of Information Management, Vol. 21 No. 1, pp. 21-38.
Santos, J. (2003), Eservice quality a model of virtual service dimensions, Managing Service
Quality, Vol. 13 No. 3, pp. 233-247.

29

Services Marketing, 11 (1), pp. 189209.

Shemwell, D., Yavas, U., (1999), Measuring service quality in hospitals: scale development and
managerial applications, Journal of Marketing
Surjadaja, H., Ghosh, S. and Antony, F. (2003), Determinants and assessing the determinants of
eservice
Teicher, Julian, Owen Hughes and Nina Dow (2002), " E-government : a new route to public sector
quality", Managing service quality, Vol. 12, No. 6, pp. 384-393.
Theory and Practice, 7 (3), pp. 6575.
Waite, K. (2006), Task scenario effects on bank web site expectations, Internet Research, Vol. 16
No. 1, pp. 7-22.
Webb, Harold W, Linda A. Webb., (2004), SiteQual: An Integrated Measure of Website Quality,
the Journal of Enterprise Information Management, vol. 17, No. 6, pp. 430-440.
Wolfinbarger, M.F. and Gilly, M.C. (2002), COMQ: Dimensionalizing, measuring and predicting
quality of the etailing experience, working paper, Marketing Science Institute, Cambridge MA, pp.
1-51.
Wolfinbarger, M.F. and Gilly, M.C. (2003), ETAILQ: Dimensionalizing, measuring and predicting
etailing quality, Journal of Retailing, Vol.79 No.3, pp. 183-198.
Yang, Z. (2001), Consumer perceptions of service quality in Internetbased electronic commerce,
Proceedings of the EMAC Conference, May 2001, Bergen.
Yang, Z. and Fang, X. (2004), Online service quality dimensions and their relationships with
satisfaction: A content analysis of customer reviews of securities brokerage services, International
Journal of Service Industry Management, Vol. 15 No. 3, pp. 302-326.
Yang, Z. and Jun, M. (2002), Consumer perception of eservice quality: From Internet purchaser
and nonpurchaser perspectives, Journal of Business Strategies, Vol. 19 No. 1, pp. 19-41.

30

Yang, Z., Jun, M. and Peterson, R.T. (2004), Measuring customer perceived online service quality:
scale development and managerial implications, International Journal of Operations & Production
Management, Vol. 24 No. 11, pp. 1149-1174.
Yang, Z., Peterson, R.T. and Cai, S. (2003), Services quality dimensions of Internet retailing: An
exploratory analysis, Journal of Services Marketing, Vol. 17 No. 7, pp. 685-701.
Yavas, U., Benkenstein, M., (2001), An assessment of SERVQUAL in Germany, Journal of
International Selling and Sales Management, 7 (1), pp. 1523.
Yoo, B. and Donthu, N. (2001), Developing a scale to measure perceived quality of an Internet
shopping site (SITEQUAL), Quarterly Journal of Electronic Commerce, Vol. 2 No. 1, pp. 31-46.
Zeithaml, V.A. (2000), Service quality, profitability and the economic worth of customers: What
we know and what we need to learn, Journal of the Academy of Marketing Science, Vol. 28 No. 1,
pp. 67-85.
Zeithaml, V.A. (2002), Service excellence in electronic channels, Managing Service Quality, Vol.
12 No. 3, pp. 135-138.
Zeithaml, V.A., Parasuraman, A. and Malhotra, A. (2000), A conceptual framework for
understanding eservice quality: Implications for future research and managerial practice, MSI
Working Paper Series No. 00-115, Cambridge, MA, pp. 1-49.
Zeithaml, V.A., Parasuraman, A. and Malhotra, A. (2002), Service quality delivery through
web sites: A critical review of extant knowledge, Journal of
the Academy of Marketing Science, Vol. 30 No. 4, pp. 362-375.

31