Examining the effects of perceived web innovateness in e-retailing.

Although innovation in e-services is an important area in marketing research and practice, the investigation into the direct effects of perceived website innovativeness in the context of e-retailing has largely been unexplored. To address this gap, this study theoretically develops, and empirically tests, a model investigating the impact of perceived website innovativeness on overall e-service quality, trust, website loyalty and word-of-mouth. Data were gathered via an online survey resulting in 406 responses from actual consumers to validate the research model. Conclusions and implications are discussed, with future research directions presented.