In search of e-service value: technology-exploitation vs. certainty-seeking online behaviours

The primary aim of this article is to ascertain whether the e-service value formation process changes as a function of consumers' technology readiness (TR). Through a field survey about 'e-tail' service value, this study finds that monetary cost is equally important for both high- and low-TR consumers. The positive effects of service-enhancing value components on overall e-service value perception are stronger in the high-TR group than in the low-TR group, whereas the positive effects of risk-reducing value components are greater in the low-TR group than in the high-TR group. High-TR consumers tend to maximise shopping value for themselves through planned online searching and purchasing. Overall, high-TR consumers are able to improve their shopping value through both ex ante and post hoc vehicles. In addition, high-TR consumers exhibit technology-exploitation online behaviours, whereas low-TR consumers exhibit certainty-seeking online behaviours. The article discusses study implications and suggestions for future research from the perspectives of diffusion of innovations, online transaction costs, and relationship marketing.