1 Measurement, Meaning and Consequences of.com Satisfaction Qimei Chen

2 Introduction Fast growth of Internet usage Exponential increase of e-commerce Lack of consensus definition of online satisfaction Lack of standard, affordable and accurate measure of online consumer satisfaction

3 Research Questions 1.Is the two-factor.com Satisfaction|Dissatisfaction approach significantly better than the traditional one- factor approach?

4 Research Questions 2.What are the major facets of.com Satisfaction and.com Dissatisfaction?

5 Research Questions 3.Do.com Satisfaction|Dissatisfaction facets provide more information than the summated.com Satisfaction and.com Dissatisfaction scales?

6 Research Questions 4.Is attitude toward the site a mediating variable between satisfaction and behavioral intentions?

7 Research Questions 5.What variables moderate the relationship between attitude toward the site and behavioral intentions?

8 Research Questions 6.Does the two-factor.com Satisfaction|Dissatisfaction approach perform significantly better than the traditional one- factor approach in the Expectancy- Disconfirmation with Performance model?

9 Theoretical Background Traditional Satisfaction Concept Satisfaction Dissatisfaction

10 Theoretical Background Herzberg’s Two-Factor Theory Motivators Satisfiers Hygienes Maintainers

11 Two-factor.com Satisfaction|Dissatisfaction Concept.com Satisfaction. com Dissatisfaction Lack of.com Dissatisfaction Lack of.com Satisfaction

12 Data Collection Processes Literature Review Identify initial item pool based on earlier literature

13 Data Collection Processes Depth Interviews (Web designers) Supplement initial item pool; generate initial.com satisfaction|dissatisfaction model

14 Data Collection Processes Pilot Survey Purify the.com sastisfaction|dissatisfaction instrument Cross-checking the final.com satisfaction|dissatisfaction instrument (questionnaire) with Depth Interviews (Web users) Informal Survey of Industry Literature

15 Data Collection Processes Main Study Confirm the.com satisfaction|dissatisfaction instrument; test competing models and test moderating effects of control variables

16 Data Collection Processes Main Study—Respondents Three sources Students enrolled in SJMC and IDSc Adults referred by student participants Respondents recruited via Service Quality Institute Listserv mailing list 697 responses (33 were dropped)

17 Data Collection Processes Main Study—Web Sites Half of the respondents were directed to name an e-commerce site they had positive experience with Half of the respondents were directed to name an e-commerce site they has negative experience with

18 Findings (R1) 1.Is the two-factor.com Satisfaction|Dissatisfaction approach significantly better than the traditional one- factor approach? Tests of Semi-Independency Tests of Competing Models Relationships with Specific Behavioral Intentions.

19 Findings (R1) Tests of Semi-Independency.com Satisfaction and.com Dissatisfaction are semi-independent.com S/D is the overlapping part of.com Satisfaction and Dissatisfaction

20 Findings (R1) Tests of Competing Models

21 Competing Model 1 Attitude Behavioral Intention Traditional Satisfaction.04.21**.67** Adjusted R 2 =.313 Adjusted R 2 =.118

22 Competing Model 2.44**.42** -.41**.65** -.26** Behavioral Intention Attitude.com Dissatisfaction.com Satisfaction Adjusted R 2 =.477 Adjusted R 2 =.421 Adjusted R 2 =.313Adjusted R 2 =.118

23 Competing Model 3.46**.51** -.36**.50** -.32** Behavioral Intention Attitude.com Dissatisfaction.com Satisfaction.19** Adjusted R 2 =.479 Adjusted R 2 =.436 Adjusted R 2 =.313 Adjusted R 2 =.118 Adjusted R 2 =.477 Adjusted R 2 =.421

24 Findings (R1) Relationships with Specific Behavioral Intentions. com Satisfaction correlates most significantly with specific positive behavioral intentions.com Dissatisfaction correlates most significantly with specific negative behavioral intentions

25 Therefore… The two-factor.com Satisfaction|Dissatisfaction approach is significantly better than the traditional one-factor approach.

26 Findings (R2) 2.What are the major facets of.com Satisfaction and.com Dissatisfaction?.com Satisfaction.com Dissatisfaction Bipolars  Organization  Service Quality  Simplicity  Accuracy Positive Unipolars  Attractive  Forgiving  Sense of Community  Flexible  Personalizable  Responsive  Bricks parallel clicks  Considerate Negative Unipolars  Difficult to use  Cheap looking  Deceptive  Complicated  Violates privacy  Inconvenient  Violates design norms

27 Findings (R3) 3.Do.com Satisfaction|Dissatisfaction facets provide more information than the summated.com Satisfaction and.com Dissatisfaction scales? Regression analysis Bivariate correlation analysis

28 Findings (R3) Behavioral Intention Attitude All Facets Adjusted R 2 =.521 Adjusted R 2 =.446 Adjusted R 2 =.479 Adjusted R 2 =.436 Adjusted R 2 =.313 Adjusted R 2 =.118 Adjusted R 2 =.477 Adjusted R 2 =.421 Regression analysis facets account for more variance than summated scales in explaining attitudes and behavioral intentions

29 Findings (R3) Bivariate correlation analysis facets offer more informative and meaningful associations with specific behavioral intentions

30 Findings (R3) Snapshot of some findings I would like to visit this Web site again in the future Top Significant Correlations Service Quality Simplicity Accuracy Attractive Organization Bricks parallel Clicks

31 Findings (R3) Snapshot of some findings I might send an to express my appreciation Top Significant Correlations Sense of Community Responsive Attractive Service Quality Personalizable

32 Findings (R3) Snapshot of some findings I might convince my friends not to use this Web site Top Significant Correlations Deceptive Violates Design Norms Violates Privacy Cheap Looking Complicated Difficult to Use

33 Therefore….com Satisfaction|Dissatisfaction facets do provide more information than the summated.com Satisfaction and.com Dissatisfaction scales.

34 Findings (R4) 4.Is attitude toward the site a mediating variable between satisfaction and behavioral intentions? 3-step Least-squares multiple regression analysis com Satisfaction and.com Dissatisfaction (partial mediation) are more important predictors of behavioral intentions than Traditional Satisfaction (full mediation).

35 Findings (R5) 5.What variables moderate the relationship between attitude toward the site and behavioral intentions? Moderated Multiple Regression Analyses Brand Equity Monopoly Involvement Self-Efficacy Internet Efficacy Online Shopping Efficacy

36 Moderating Variable Test

37 Moderating Variable Test

38 Findings (R6) 6. Does the two-factor.com Satisfaction|Dissatisfaction approach perform significantly better than the traditional one-factor approach in the Expectancy- Disconfirmation with Performance model? Path Analyses

39.com Satisfaction.com Dissatisfaction AttitudeBehavioral Intention Behavior.com S|DS Consequences of.com S|DS Subjective Disconfirmation Expectations Antecedents of.com S|DS Calculated Disconfirmation Performance Outcomes Findings (R6)

40 Findings (R6) Expectancy Disconfirmation with Performance Model holds true in the e-commerce domain Treating.com Satisfaction and.com Dissatisfaction as partially independent constructs increases model fit The two-factor.com Satisfaction|Dissatisfaction approach yields more meaningful associations with antecedent variables

41 Theoretical Implications Produced an instrument that can be used in future theoretically-oriented studies Proves that treating.com Satisfaction and.com Dissatisfaction as partially independent concepts increases explanatory power Shows that facet level analysis reveals important information Indicates that Expectancy-Disconfirmation with Performance model works well in e-commerce domain Enriches marketing theory by introducing insights from the MIS and job satisfaction arenas

42 Managerial Implications The instrument Reliable, comprehensive, affordable and easy-to-apply Uses Cost-Benefit Analysis Competitive Analysis Longitudinal Analysis

43 Managerial Implications Moderating Variables Monopoly Involvement

44 Suggestion for Future Studies Other kinds of Web Sites.gov.edu Other kinds of satisfaction in consumer research Brick-mortar settings (travel, banking) Other domains of satisfaction Student satisfaction Patient satisfaction Communication Organization behavior