Customer adoption of e-service: an experimental study

So far, the term e-commerce has been primarily associated with communicatin g the brand and/or enabling sales transactions. However, the next vista for companies operating in the virtual marketplace seems to be e-service or, d elivering value-added, interactive services to customers. This e-business f unction has been left virtually unexplored in the services research literat ure In this article, an attempt is made to investigate the impact of organi zational reputation, relative advantage, and perceived risk on perceived se rvice quality, trust and behavioral intentions of customers towards adoptin g e-services. In the context of an electronic travel service, hypotheses on the relationships between aforementioned variables are investigated by mea ns of an experimental study. The results suggest that the three factors hav e a significant main effect on the customers' attitude and behavior towards e-service. The only exception is that relative advantage does not appear t o have a significant impact on customer trust. The results also shaw that o rganizational reputation and perceived risk have a combined effect: a good organizational reputation impacts the effect of perceived risk on the three dependent variables. Finally, the three factors appeared to be evenly impo rtant in the forming of customers' attitude and behavior. Again, the only e xception is that organizational reputation and perceived risk appear to be more important in terms of trust than relative advantage.