Actual Use of Online Stores: A Study of E-Service Quality and Attitude

Abstract

The purpose of this study was to determine the effect of service quality on the determinants of attitudes and actual user on user behavior online store. The research data was obtained from 206 questionnaires distributed by students and the general public in the city of Surabaya, East Java in Indonesia country who had used the services of online stores. The results showed that E-service quality not exhibited significantly influential to actual use. But it is different from the E-service quality significantly influence the attitude which indicates that the service is an important factor for web users online shop. As for Reliability, Responsiveness, Availability, and Privacy show results significant positive effect on E-service quality, it is similar to the attitude that the positive effect on actual use.