L’impact de la qualité du service électronique sur l’intention d’achat des consommateurs : Le rôle médiateur de la satisfaction

Rania Azeroual; Ilham El Haraoui; Mohammed Qmichchou; Hanaa Salek

doi:10.61549/ijfsem.v2i1.90

Authors

Rania Azeroual Laboratoire d’Economie et Management des Organisations (LEMO), Faculté d’Economie et de Gestion, Université Ibn Tofail, Kénitra
Ilham El Haraoui Laboratoire d’Economie et Management des Organisations (LEMO), Faculté d’Economie et de Gestion, Université Ibn Tofail, Kénitra
Mohammed Qmichchou Laboratoire d’Economie et Management des Organisations (LEMO), Faculté d’Economie et de Gestion, Université Ibn Tofail, Kénitra
Hanaa Salek Laboratoire d’Economie et Management des Organisations (LEMO), Faculté d’Economie et de Gestion, Université Ibn Tofail, Kénitra

DOI:

https://doi.org/10.61549/ijfsem.v2i1.90

Keywords:

e-service quality, e-commerce, client satisfaction, purchase intention, SERVEQUAL model, intention d’achat, modèle SERVEQUAL

Abstract

This study aims to study the influence of e-service quality on purchase intention through the mediating effect of customer satisfaction. Therefore, our study focused on 154 Moroccan consumers who had already made at least one online purchase. The literature review allowed us to define the research hypotheses and the data collected were analyzed using the structural equation method (PLS-SEM). The results obtained suggest that the dimensions of e-service quality (responsiveness, trust, personalization) have a positive impact on purchase intention, while website design and reliability have no impact on purchase intention. The results also show that customer satisfaction mediates the impact of e-service quality on intentional purchasing behavior.