Customers on the web are not all created equal: the moderating role of internet shopping experience

Autor:	Ipshita Ray, Larry Chiagouris
Rok vydání:	2010
Předmět:	Marketing Economics and Econometrics business.industry media_common.quotation_subject Advertising E-commerce Moderation Differential effects Internet shopping Perception Loyalty Business Business and International Management Reputation media_common
Zdroj:	The International Review of Retail, Distribution and Consumer Research. 20:251-271
ISSN:	1466-4402 0959-3969
DOI:	10.1080/09593961003701767
Popis:	Consumers' previous shopping experience has been found to be an important influence on future shopping intentions. Prior internet shopping experience, however, has been largely overlooked as a moderator of attitudes and online-retail outcomes. Specifically, key influences on online retail buying behavior such as site reputation, advertising likeability, site security and hedonic and utilitarian shopping values can be expected to have differential effects on intentions to repatronize an e-commerce website based on the level of internet shopping experience by prospective buyers. This study proposes and tests an integrated model in which level of prior internet shopping experience is treated as a moderator of relationships among attitudinal variables and repatronage intentions with the variable attitude toward the site as a mediator of buying intentions. Findings are consistent with the proposed model with an interesting exception. Perceptions of site security were in the opposite direction of the model pred...
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::8d5340da5f72180f47977274ed6f245b https://doi.org/10.1080/09593961003701767 Zobrazit plný text záznamu