How Experience Changes the Importance of Website Criteria: The Moderating Influence of Online and Website-Specific Experience

Thijs L. J. Broekhuizen, J. Hoekstra, W. Jager
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引用次数: 1

Abstract

Online shoppers may differ in what they desire from websites based on their experience with a specific website and with online shopping in general. This study investigates the moderating influence of online and website-specific shopping experience on the importance of website criteria. The results from survey data from customers of two bookstores reveal that both experience measures similarly moderate the importance of the website criteria of enjoyment and time/effort costs, but differentially affect the importance of service quality as a driver of online behavioral loyalty intentions. E-tailers can benefit from these insights by tailoring their websites to the heterogeneous preferences of consumers who possess varying levels of website and general online experience.
体验如何改变网站标准的重要性:在线体验和网站特定体验的调节作用
网上购物者可能会根据他们在特定网站和一般网上购物的经验,对网站的需求有所不同。本研究探讨线上与网站特定购物经验对网站标准重要性的调节作用。从两家书店顾客的调查数据中得出的结果显示,这两种体验措施都相似地调节了网站标准“享受”和“时间/精力成本”的重要性,但不同地影响了服务质量作为在线行为忠诚意向驱动因素的重要性。电子零售商可以从这些见解中受益,通过定制他们的网站来满足拥有不同网站水平和一般在线体验的消费者的不同偏好。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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