Empirical Analysis on the Effect of Design Pattern of Web Page, Perceived Risk and Media Richness to Customer Satisfaction

Internet web pages can be classified by three major types such as texts only, images with texts and videos with texts. The purpose of this paper is to analyze how customers recognize and respond perspective of perceived risk and media richness with regard to design patterns of internet web pages. Additionally, we will examine the extent to which aforementioned factors affect customer satisfaction. Analyses with perceived risks revealed that customers feel less personal risks including performance, psychology and time/convenience when used web pages of text-images and text-videos, compared to text only based web pages. However, customers feel that web pages consisting of image-text or video-text have higher points in terms of symbolism and social presence in media richness, compared to text only based web pages. Finally, we showed that personal risk and text-based Web page negatively affect but symbolism and social presence positively impact on customer satisfaction. Therefore, this study suggests a clue that why video-based Web content did not grow different from many people`s expectation.

[1]  Randolph B. Cooper,et al.  Exploring the Core Concepts of Media Richness Theory: The Impact of Cue Multiplicity and Feedback Immediacy on Decision Quality , 2003, J. Manag. Inf. Syst..

[2]  Éric Brunelle,et al.  Examining the Relationship Between Individual Characteristics, Product Characteristics, and Media Richness Fit on Consumer Channel Preference , 2007, EC-Web.

[3]  Carrie M. Heilman,et al.  The Effect of Expiration Dates and Perceived Risk on Purchasing Behavior in Grocery Store Perishable Categories , 2005 .

[4]  Veronica Liljander,et al.  Estimating Zones of Tolerance in Perceived Service Quality and Perceived Service Value , 1993 .

[5]  R. Staelin,et al.  A Model of Perceived Risk and Intended Risk-handling Activity , 1994 .

[6]  J. P. Peter,et al.  A Comparative Analysis of Three Consumer Decision Strategies , 1975 .

[7]  Pei-Chen Sun,et al.  The design of instructional multimedia in e-Learning: A Media Richness Theory-based approach , 2007, Comput. Educ..

[8]  C. Fornell,et al.  Customer Satisfaction, Market Share, and Profitability: Findings from Sweden , 1994 .

[9]  James R. Van Scotter,et al.  The complexity of richness: Media, message, and communication outcomes , 2008, Inf. Manag..

[10]  E. Anderson.  Customer Satisfaction and Word of Mouth , 1998 .

[11]  Nauman Saeed,et al.  Media richness and user acceptance of Second Life , 2008 .

[12]  Shankar Ganesan.  Determinants of Long-Term Orientation in Buyer-Seller Relationships , 1994 .

[13]  Robert W. Zmud,et al.  An Attribute Space for Organizational Communication Channels , 1990, Inf. Syst. Res..

[14]  J. Jacoby,et al.  The Components of Perceived Risk , 1972 .

[15]  D. F. Blankertz,et al.  Risk taking and information handling in consumer behavior , 1969 .

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

[17]  Richard L. Daft,et al.  Message Equivocality, Media Selection, and Manager Performance: Implications for Information Systems , 1987, MIS Q..

[18]  Younghwa Lee,et al.  Avatar e-mail versus traditional e-mail: Perceptual difference and media selection difference , 2009, Decis. Support Syst..

[19]  Peter A. Todd,et al.  Consumer Reactions to Electronic Shopping on the World Wide Web , 1996, Int. J. Electron. Commer..

[20]  Ted Roselius.  Consumer Rankings of Risk Reduction Methods , 1971 .

[21]  M. S. Cunningham.  The Major Dimensions of Perceived Risk , 1967 .

[22]  Michael J. Ryan,et al.  An Investigation of Perceived Risk at the Brand Level , 1976 .

[23]  Roy D. Johnson.  MEDIA RICHNESS THEORY: TESTING E-MAIL VS. V-MAIL FOR CONVEYING STUDENT FEEDBACK , 2008 .

[24]  James A. Narus,et al.  A Model of Distributor Firm and Manufacturer Firm Working Partnerships , 1990 .

[25]  Tibert Verhagen,et al.  Perceived risk and trust associated with purchasing at electronic marketplaces , 2006, Eur. J. Inf. Syst..

[26]  R. Oliver,et al.  An Empirical Test of the Consequences of Behavior-and Outcome-Based Sales Control Systems , 1994 .

[27]  Alan R. Dennis,et al.  Testing Media Richness Theory in the New Media: The Effects of Cues, Feedback, and Task Equivocality , 1998, Inf. Syst. Res..

[28]  J. W. Taylor.  The role of risk in consumer behavior. , 1974 .

[29]  E. Anderson,et al.  The Antecedents and Consequences of Customer Satisfaction for Firms , 1993 .

[30]  Mariko Kishi.  Perceptions and use of electronic media: Testing the relationship between organizational interpretation differences and media richness , 2008, Inf. Manag..

[31]  Richard L. Daft,et al.  Organizational information requirements, media richness and structural design , 1986 .

[32]  R. S. Hancock.  Dynamic marketing for a changing world : proceedings of the 43rd National Conference of the American Marketing Assocation, June 15, 16, 17, 1960 , 1960 .

[33]  S. Forsythe,et al.  Consumer patronage and risk perceptions in Internet shopping , 2003 .

[34]  J. Bettman.  Perceived Risk and Its Components: A Model and Empirical Test , 1973 .

[35]  John P. Robinson,et al.  CHAPTER 1 – Criteria for Scale Selection and Evaluation , 1991 .

[36]  Guilherme D. Pires,et al.  Influences on the perceived risk of purchasing online , 2004 .

[37]  Arjun Chaudhuri,et al.  A study of emotion and reason in products and services , 2002 .

[38]  Ellen Garbarino,et al.  GENDER DIFFERENCES IN THE PERCEIVED RISK OF BUYING ONLINE AND THE EFFECTS OF RECEIVING A SITE RECOMMENDATION , 2004 .

[39]  Li-Wei Mai,et al.  Consumer adoption of online music services: the influence of perceived risks and risk relief strategies , 2007 .

[40]  Cheol Park,et al.  A cross‐cultural comparison of Internet buying behavior: Effects of Internet usage, perceived risks, and innovativeness , 2003 .