The Moderating Effect of Online Purchase Experience on the Evaluation of Online Store Attributes and the Subsequent Impact on Market Response Outcomes

Byoungho Jin, Oklahoma State University
Jin Yong Park, Dong-Eui University

The Moderating Effect of Online Purchase Experience on the Evaluation of Online Store Attributes and the Subsequent Impact on Market Response Outcomes

Byoungho Jin* & Jin Yong Park

 

*Associate Professor, Oklahoma State University, Stillwater, OK 74078, U.S.A.

Assistant Professor, Dong-Eui University, Busan 614-714, South Korea

 

The purpose of this study was to propose and test an integrative model that determines the relative importance of online store attributes on market-response outcomes (i.e., trust, satisfaction, and loyalty), and to examine the moderating effect of online purchase experience on the impact of online attributes on trust and satisfaction. The empirical results showed that merchandising was the most important attribute to enhancing both trust and satisfaction, followed by security/privacy and order fulfillment. The findings revealed that the source of consumer trust changes as purchase experience increases, whereas the source of consumer satisfaction remains the same regardless of purchase experience.
[ to cite ]:
Byoungho Jin and Jin Yong Park (2006) ,"The Moderating Effect of Online Purchase Experience on the Evaluation of Online Store Attributes and the Subsequent Impact on Market Response Outcomes", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 203-211.