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

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.