The moderating effect of on-line experience on the antecedents and consequences of on-line satisfaction

The purpose of the present study is to test the moderating effect of on-line experience on antecedents to on-line satisfaction and on the relationship between on-line satisfaction and loyalty. A survey (n = 836) was conducted to test the differences between high and low online experience respondents. The relationship between on-line satisfaction and on-line loyalty is stronger for consumers with more online experience than for consumers with less on-line experience. Another key finding is that antecedents to on-line satisfaction also differ between high and low on-line experience consumers. Implications indicate that organizations may develop and provide differentiated services to high- and low-experience consumers. © 2005 Wiley Periodicals, Inc.

[1]  Steven A. Taylor,et al.  Measuring Service Quality: A Reexamination and Extension , 1992 .

[2]  Shelly Chaiken,et al.  Affective-cognitive consistency and the effect of salient behavioral information on the self-perception of attitudes. , 1981 .

[3]  Rajiv Kohli,et al.  Antecedents of B2C Channel Satisfaction and Preference: Validating e-Commerce Metrics , 2002, Inf. Syst. Res..

[4]  Franziska Marquart,et al.  Communication and persuasion : central and peripheral routes to attitude change , 1988 .

[5]  Leslie A. Hayduk.  Structural equation modeling with LISREL: essentials and advances , 1987 .

[6]  R. Oliver.  Satisfaction: A Behavioral Perspective On The Consumer , 1996 .

[7]  Jane E. Klobas,et al.  User Developed Applications and Information Systems Success: A Test of DeLone and McLean's Model , 2003, Inf. Resour. Manag. J..

[8]  Ida E. Berger,et al.  The Effect of Advertising on Attitude Accessibility, Attitude Confidence, and the Attitude-Behavior Relationship , 1989 .

[9]  S. Siddarth,et al.  The Last Straw? Cigarette Advertising and Realized Market Shares among Youths and Adults, 1979–1993 , 1996 .

[10]  M. Sherif,et al.  The psychology of attitudes. , 1946, Psychological review.

[11]  Carol J. Williams,et al.  The Role of Attitude Accessibility in the Attitude-to-Behavior Process , 1989 .

[12]  Christopher L. Carr.  A Psychometric Evaluation of the Expectations, Perceptions, and Difference-Scores Generated by the IS-Adapted SERVQUAL Instrument , 2002, Decis. Sci..

[13]  Kevin Lane Keller.  Conceptualizing, Measuring, and Managing Customer-Based Brand Equity , 1993 .

[14]  J. W. Hutchinson,et al.  Dimensions of Consumer Expertise , 1987 .

[15]  Peter B. Seddon.  A Respecification and Extension of the DeLone and McLean Model of IS Success , 1997, Inf. Syst. Res..

[16]  Kenneth R. Lord,et al.  Picture-Based Persuasion Processes and the Moderating Role of Involvement , 1991 .

[17]  S. Chaiken.  Heuristic versus systematic information processing and the use of source versus message cues in persuasion. , 1980 .

[18]  A. Parasuraman,et al.  Refinement and reassessment of the SERVQUAL scale. , 1991 .

[19]  F. Buttle.  SERVQUAL: review, critique, research agenda , 1996 .

[20]  J. Bettman,et al.  Effects of Prior Knowledge and Experience and Phase of the Choice Process on Consumer Decision Processes: A Protocol Analysis , 1980 .

[21]  Rolph E. Anderson,et al.  E‐satisfaction and e‐loyalty: A contingency framework , 2003 .

[22]  J. W. Hutchinson.  Expertise and the Structure of Free Recall , 1983 .

[23]  R. Oliver.  A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions , 1980 .

[24]  Richard T. Watson,et al.  Service Quality: A Measure of Information System Effectiveness , 1995, MIS Q..

[25]  J. Cacioppo,et al.  Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement , 1983 .

[26]  S. Chaiken,et al.  The psychology of attitudes. , 1993 .

[27]  A. Kuehn.  Consumer Brand Choice--A Learning Process? , 1976 .

[28]  A. Markman,et al.  Entrenched Knowledge Structures and Consumer Response to New Products , 2001 .

[29]  C. Fornell,et al.  The American Customer Satisfaction Index: Nature, Purpose, and Findings , 1996 .

[30]  A. A. Mitchell,et al.  The Assessment of Alternative Measures of Consumer Expertise , 1996 .

[31]  Ephraim R. McLean,et al.  Information Systems Success: The Quest for the Dependent Variable , 1992, Inf. Syst. Res..

[32]  G. A. Marcoulides,et al.  Advanced structural equation modeling : issues and techniques , 1996 .

[33]  Shelly Chaiken,et al.  Access to Attitude-Relevant Information in Memory as a Determinant of Attitude-Behavior Consistency , 2003 .

[34]  C. Fornell,et al.  The American Customer Satisfaction Index: Nature, Purpose, and Findings , 1996 .

[35]  Arun Rai,et al.  Assessing the Validity of IS Success Models: An Empirical Test and Theoretical Analysis , 2002, Inf. Syst. Res..

[36]  James C. Anderson,et al.  STRUCTURAL EQUATION MODELING IN PRACTICE: A REVIEW AND RECOMMENDED TWO-STEP APPROACH , 1988 .

[37]  S. Ratneshwar,et al.  The Effect of Cultural Orientation on Persuasion , 1997 .

[38]  Gary Klein,et al.  Measuring Information System Service Quality: SERVQUAL from the Other Side , 2002, MIS Q..

[39]  David L. Mothersbaugh,et al.  Consumer Knowledge Assessment , 1994 .