Moderating effects of online shopping experience on customer satisfaction and repurchase intentions

Abstract

Purpose – Satisfaction and experience are essential ingredients for successful customer retention. This study aims to verify the moderating effect of experience on two types of relationships: the relationship of certain antecedents with satisfaction, and the relationship of satisfaction with intention to repurchase. Design/methodology/approach – This paper applies structural equation modelling (SEM) and multi-group analysis to examine the moderating role of experience in a conceptual model estimating the intention to repurchase. Responses from 393 people were used to examine the differences between high- and low-experienced users of online shopping. Findings – The research shows that experience has moderating effects on the relationships between performance expectancy and satisfaction and satisfaction and intention to repurchase. This study empirically demonstrates that prior customer experience strengthens the relationship between performance expectancy and satisfaction, while it weakens the relationship of satisfaction with intention to repurchase. Practical implications – Practitioners should differentiate the way they treat their customers based on their level of experience. Specifically, the empirical research demonstrates that the expected performance of the online shopping experience (performance expectancy) affects satisfaction only on high-experienced customers. Instead, the effort needed to use online shopping (effort expectancy) and the user's belief in own abilities to use online shopping (self-efficacy) influence satisfaction only on low-experienced customers. The effect of trust and satisfaction is significant on online shopping behaviour on both high- and low-experienced customers. Originality/value – This paper investigates how different levels of experience affect customers' satisfaction and online shopping behaviour. It is proved that experience moderates the effect of performance expectancy on satisfaction and the effect of satisfaction on intention to repurchase. It also demonstrates that certain effects (effort expectancy and performance expectancy) are valid for only one of the two examined groups, while only one effect (trust) is valid for both (high- and low-experienced).

Investigating Influence of Trust on Repurchasing by Mediating Role of Customer Satisfaction in Online Stores

“…In first hypothesis, it is determined that trust has positive and significant influence on satisfaction in online stores. This hypothesis results are agree with Fang et al (2011) andPappas et al (2014) results, so by increasing trust on online stores, customers satisfaction will improve. Investigating second hypothesis shows that trust has positive and significant influence on repurchasing.…”

Local Food Shopping: Factors Affecting Users’ Behavioural E-Loyalty

“…Intentions to return to the website, intentions to go to the museum Bilgihan et al (2016) Easiness to locate the website or app, ease of use, perceived usefulness, hedonic and utilitarian features, perceived enjoyment, personalization, social interactions and multi-device compatibility Brand engagement, positive word of mouth (WOM), and repeat purchase Lee and Lin (2005) Website design, viability, reactivity, customization Perceived quality, satisfaction, purchase intentions Hausman and Siekpe (2009) Entertainment, utility, information and content Purchase intentions, revisit intentions Constantinides et al (2010) Usability, interactivity, aesthetics, marketing mix and trust Website selection Manganari et al (2011) Ease of use Trust, satisfaction Rose et al (2012) Ease of use, aesthetics, perceived benefits, connectivity, customization, ability, challenge, interaction speed, immersion Satisfaction, trust, purchase intention Hsu et al (2012) Website quality Satisfaction, purchase intention Ha and Stoel (2012) Privacy and security, content and functionality, customer service, atmosphere Satisfaction, purchase intention Hsu et al (2012) Utility and perceived ease of use Satisfaction, loyalty Pappas et al (2014) Customization Purchase intentions Pallud and Straub (2014) Content, made for the medium, ease of use, promotion, emotion, aesthetics, subjective norms, attitudes, facilitating conditions…”

The role of the smartphone on the offline shopping experience

“…La repetición de compra online depende directamente de la satisfacción y de la confianza en la compra online. Pappas et al (2014) La experiencia posee un efecto moderador sobre la relación entre la satisfacción del cliente con las expectativas de rendimiento y la repetición de compra. Bolton et al (2014) Es posible mejorar la experiencia del consumidor de servicios mediante la fijación en la organización de un enfoque orientado hacia la mejora de la experiencia del cliente en cada uno de los puntos de contacto con la empresa.…”