earticle

영어

In these days, many services including professional services are being transacted in electronic commerce, and the scope of electronic commerce application in service sector is being expanded through entrepreneurs’ attempts to develop new service areas. In this study, the impacts of service process standardization, extent of process substitution by online, service quality, and price level on customer purchase intention in service electronic commerce are explored. From the research results, the construct of service process standardization directly affected service quality, and in turn, customer purchase intention in service electronic commerce. In addition, appropriative price level also significantly affected customer purchase intention. The results of this study could give meaningful implications to entrepreneurs who have intentions to develop new application areas in service electronic commerce.