Customers being able to buy products and services on the Internet is a result of

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Abstract

The present paper tries to study the impact of online services level in contexts where transactions have not been done yet, through the adoption of a formative approach. In this scene, the present research considers two main dimensions of online services (pre-purchase services and transaction-related services) in a context of clothing purchasing process. Before defining the research and determining the sector to be analyzed, 7 focus groups were conducted. From the obtained conclusions, this study was carried on in the textile sector. A survey with 370 effective respondents was carried out. To measure the different concepts in the model, several scales were used based on literature proposals. Our model was estimated through partial least squares with SmartPLS (Ringle, Wende, & Will, 2005). Empirical findings provide that both transactions related services and pre-purchase services are determinants of the navigation experience. At the same time, navigation experiences affect attitude to the web, which affects purchase intention. All of this in the SME clothing e-retailing industry.

Keywords

Formative approach

Transaction related services

Pre-purchase services

Attitude to web

Purchase intention

JEL classification

M03: Marketing and advertising

M31: Marketing

Prof. Dr. Ines Kuster is professor in Marketing in the Department of Marketing – Fac. of Economics, University of Valencia, Spain. She gets her PhD in Marketing by the University of Valencia in 1999. Her research attention has focused on the areas of strategic marketing and sales. She has published articles in several refereed journals (i.e. JOUEC; Information & Management; JQR; European Journal of Innovation Management; Journal of Business and Industrial Marketing; Innovative Marketing; Qualitative Market Research: An International Journal; European Journal of Marketing; The Marketing Review; Marketing Intelligence and Planning; Journal of Global Marketing; Journal of Relationship Marketing; Annals of Tourism Research; Sex Roles; Equal Opportunites International, and other relevant Spanish journals). She is author of divrese books and book chapters related to her investigation field. She has also presented papers at the European Marketing Conference and the Academy of Marketing Conference. She collaborates with several companies, helping them in marketing areas (recruiting salespeople, training sales managers, analysing commercial efforts, etc.).

Prof. Dr. Natalia Vila is professor in Marketing in the Department of Marketing – Fac. of Economics, University of Valencia, Spain. She gets her PhD in Marketing by the University of Valencia in 1999. She has carried out research on topics such as competitive positioning, identification of strategic groups/competitive groups and the application of Multidimensional Scaling in marketing. Her research work has been published in European Journal of Marketing; International Marketing Review; Marketing Intelligence and Planning; Journal of Consumer Marketing; Journal of Relationship Marketing; Innovative Marketing; Journal of Marketing Management; Journal of Strategic Marketing; European Journal of Innovation Management; Qualitative Market Research: An International Journal; The Marketing Review; Journal of Global Marketing; Journal of Travel and Transport Marketing; Equal Opportunites International, and Spanish refereed journals. She has presented papers at several Conferences such as EMAC, AM or AMS.

Dr. Pedro Canales is assitant in Marketing in the Department of Marketing in the Fac. of Economics at the University of Valencia. PhD in Marketing from the University of Valencia (since 2006), he has paid attention on areas as strategic marketing, new technologies and sales management. He has presented papers at several international and national conferences. His research work has been published in international (i.e. Journal of Business and Industrial Marketing, Team Performance Management or Universia Business Review), and Spanish refereed journals.

© 2016 European Academy of Management and Business Economics (AEDEM). Published by Elsevier España, S.L.U.