Effectiveness of electronic service dimensions on consumers' electronic buying behaviour and exploration of different groups

With the rapid growth of the internet and the high market potential of electronic commerce in India, more and more companies engage their businesses online. The prosperity of e-market denotes that consumers have more and better service quality when they buy than before. But in this competitive electronic era, to understand the unknown mindset of consumer is a very hard and challenging task for electronic service providers. This study specifically focuses on exploring the difference of electronic service quality dimensions across age and gender groups (n = 412) and also analysed its effectiveness. ANOVA and multivariate regression techniques are used for compliance on the objective of study. Unique findings indicate that gender and age play an important role in determining their attitude towards electronic buying. To understand the values of existing and potential customers, this research contributes to marketing research literature by testing the effect of the e-services quality on consumer electronic buying behaviour. Business innovation and timely research on consumers' behaviour is required while targeting people to serve through electronic and to develop further marketing mix strategies to converts potential customers into active ones. With theoretical contributions, it recommends ways for electronic service provider to enhance their performance.