It is an important issue focused on how to improve e-service quality to gain competitive advantage among diverse securities industries. The investors have the positive perceived value, e-satisfaction and e-trust through the improvement of e-service quality for online trading systems to create an unique online service environment of the securities industry in order to reduce switching intentions of them. This study explored the impacts among e-service quality, perceived value, e-satisfaction and e-trust, and switching intention in Internet trading systems of the securities industry. The object of this study was online traders who had used Internet trading systems of the securities industry in Taiwan. The collected data were analyzed by using statistical methods. The findings of this study indicate that there were significantly positive correlations among e-service quality, perceived value, e-satisfaction and e-trust, and all of which had a negative correlation with switching intention; e-service quality had a significantly positive and direct impact on perceived value and e-satisfaction, but there was no significantly positive impact on e-trust. E-service quality affected switching intention through two intervening variables as perceived value and e-satisfaction. These results also can provide insights into the effect on switching intention and thus offer improvable and strategic suggestions for the securities industry to provide better e-trading systems to the investors.
關聯:
Global Journal of Business Research, v. 9 (1) p. 75-88, 2015
