Complementarity bundles of products and services on the internet: value perceptions and behavioural intentions

TL;DRAbstract

This study examines the relationship of complementary products and services offered by B2C e-business operators to customers’ perceived value and evaluates the influence of this perceived value on future customer behaviour. This study employed a 2 x 2 x 2 x 2 between-subjects factorial design. Four independent variables—(1) Product Component, (2) Product Range, (3) Online Service, and (4) Offline Service—were used in order to test the hypotheses derived from the existing literature. A website-based experiment was developed and built to test the relationships. Sixteen travel websites were created to closely mimic the design of real travel websites. The experiment was conducted using a website developed to enable a travel scenario to Phuket, Thailand. Two hundred and seventy-two subjects participated in the experimental use of a travel-focused website to test the role of complementary goods and services. Data were analysed using descriptive statistics, univariate analysis of variance and

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