Isar Kiani, Fariba Latifi and Fatemeh Aliakbari
This paper presents the findings of a study exploring the effects of five service quality dimensions - content usefulness, content efficiency, service stability, service responsiveness and provider reliability – relationship between customer satisfaction, intention to make electronic purchases, and proposed in past research. For the analysis, we have used regressions to estimate path coefficients of a previously proposed model; the path diagram fitting variables was generated. Our findings indicate that customer satisfaction has the strongest effect on electronic purchasing intention among Iranian electronic shoppers. The path diagram also shows that provider reliability, content usefulness and content effectiveness affect electronic purchasing intention and customer satisfaction, while service responsiveness and service stability doesn’t show significant relation with research dependent variables.