Website Quality, Perceived Flow, Trust, and Commitment

Website quality in online business is still exploratory, and despite growth in building a relationship with customer research, various challenges remain in developing a more customer-oriented website. This chapter tackles the dilemma of how to support website inclusivity in the building of a customer relationship, by investigating flow, commitment-trust, and stimulus-organism-response (SOR) theories. The authors applied the covariance-based SEM (structural equation modeling) to examine the structural model. Primary data for the study comes from 500 respondents through an online questionnaire. The study results reveal that website quality certainly influences users' perceived flow, which in turn positively influences customer trust and CRM. Again, collective trust influences customer commitment and CRM. Finally, collective customer commitment positively controls CRM. Based on the study findings, the theoretical implications, practical inferences, and directions for future study are highlighted.