Development of an Integrated Conceptual Framework for Electronic Hedonic Service Quality (e-HSQ): An Exploratory Study

The purpose of this research is to investigate and analyze the complex factors impacting electronic service quality (e-SQ) and to apply the outcomes to propose a conceptual integrated framework for electronic hedonic service quality (e-HSQ). The scope of published studies on e-SQ is wide, fragmented, and lacking integrated research efforts, particularly when dealing with hedonic values. This study uses a systematic literature review to trace hedonic aspects of service quality and applies qualitative research methods using two focus group interviews and the RQDA software package with applied funnel mechanism stages to derive a separate e-HSQ scale clustered into two main categories of themes—website experiential and visual—where both are integrated within the context of the Stimuli–Organism–Response framework. This has not been researched before and contributes to current literature by furthering understanding of online purchase behavior within the electronic-hedonic context. The findings and implications are discussed based on the development of the integrated framework and directions for future research are suggested.