Although innovation in e-services is an important area in marketing research and practice, the investigation into the direct effects of perceived website innovativeness in the context of e-retailing has largely been unexplored. To address this gap, this study theoretically develops, and empirically tests, a model investigating the impact of perceived website innovativeness on overall e-service quality, trust, website loyalty and word-of-mouth. Data were gathered via an online survey resulting in 406 responses from actual consumers to validate the research model. Conclusions and implications are discussed, with future research directions presented.
Australian and New Zealand Marketing Academy Conference 2010: Doing More with Less (ANZMAC 2010). Proceedings of the Australian and New Zealand Marketing Academy Conference 2010: Doing More with Less (Canterbury, New Zealand 29 November - 1 December, 2010)