Journal
JOURNAL OF INTERACTIVE MARKETING
Volume 24, Issue 3, Pages 222-238Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.intmar.2010.04.003
Keywords
Context-general; Context-specific; Satisfaction; Loyalty; Commerce and content sites
Categories
Ask authors/readers for more resources
We use the context-general and context-specific factor approach to examine the generalizability of satisfaction and loyalty models across two disparate online contexts-online retailing and content site browsing. Our conceptual models include the moderating effects of user-characteristic Web expertise, besides main effects of Web site factors and Web expertise. Results indicate that satisfaction and loyalty judgments are sensitive to both context-general and context-specific determinants, as well as to some interactions between them. Among context-general determinants, ease of use and customer service are positively related to satisfaction, Web community to loyalty, and Web expertise to both satisfaction and loyalty. Flow, a context-specific determinant, has a significant positive effect on satisfaction alone; security affects loyalty alone; and fulfillment/reliability and information quality are significant predictors of both satisfaction and loyalty. The results show that Web expertise moderates the effect of ease of use on satisfaction. The study contributes to marketing theory and practice by identifying satisfaction and loyalty mechanisms that are potentially generalizable across the two online contexts and providing a guiding framework for simultaneous consideration of context-specific and context-general factors in future research. (C) 2010 Direct Marketing Educational Foundation, Inc. Published by Elsevier Inc. All rights reserved.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available