The moderating effect of on-line experience on the antecedents and consequences of on-line satisfaction
Article first published online: 16 FEB 2005
© 2005 Wiley Periodicals, Inc.
Psychology & Marketing
Volume 22, Issue 4, pages 313–331, April 2005
How to Cite
Rodgers, W., Negash, S. and Suk, K. (2005), The moderating effect of on-line experience on the antecedents and consequences of on-line satisfaction. Psychol. Mark., 22: 313–331. doi: 10.1002/mar.20061
- Issue published online: 16 FEB 2005
- Article first published online: 16 FEB 2005
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.