Moderating effects of technology acceptance perspectives on e-service quality formation: Evidence from airline websites in Taiwan

e-Service markets have been growing rapidly over the past several years on airline websites, and e-commerce and e-service marketing activities have attracted a great deal of attention as a means of increasing customers' perception of online shopping activities, since they reduce the waiting time incurred by offline shopping transactions. This study surveys 236 international travelers who have had a different experience of purchasing airline tickets from 30 different airline service websites in Taiwan. The results illustrate that perceived trust and usefulness, which are the factors of the technology acceptance perspective, positively moderate the relationship between e-service quality, perceived service value, and service satisfaction. (C) 2010 Elsevier Ltd. All rights reserved.