How Experience Changes the Importance of Website Criteria: The Moderating Influence of Online and Website-Specific Experience

48 Pages Posted: 23 Aug 2013

See all articles by Thijs Broekhuizen

Thijs Broekhuizen

University of Groningen - Faculty of Economics and Business - Dept. Innovation Management and Strategy

Janny C. Hoekstra

University of Groningen - Faculty of Economics and Business

Wander Jager

University of Groningen - Faculty of Management & Organization

Date Written: August 23, 2013

Abstract

Online shoppers may differ in what they desire from websites based on their experience with a specific website and with online shopping in general. This study investigates the moderating influence of online and website-specific shopping experience on the importance of website criteria. The results from survey data from customers of two bookstores reveal that both experience measures similarly moderate the importance of the website criteria of enjoyment and time/effort costs, but differentially affect the importance of service quality as a driver of online behavioral loyalty intentions. E-tailers can benefit from these insights by tailoring their websites to the heterogeneous preferences of consumers who possess varying levels of website and general online experience.

Keywords: online shopping experience, website experience, online shopping, ecommerce

Suggested Citation

Broekhuizen, Thijs and Hoekstra, Janny C. and Jager, Wander, How Experience Changes the Importance of Website Criteria: The Moderating Influence of Online and Website-Specific Experience (August 23, 2013). Available at SSRN: https://ssrn.com/abstract=2314948 or http://dx.doi.org/10.2139/ssrn.2314948

Thijs Broekhuizen (Contact Author)

University of Groningen - Faculty of Economics and Business - Dept. Innovation Management and Strategy ( email )

9700 AV Groningen
Netherlands
+ 31 50 363 3777 (Phone)

Janny C. Hoekstra

University of Groningen - Faculty of Economics and Business ( email )

Postbus 72
9700 AB Groningen
Netherlands

Wander Jager

University of Groningen - Faculty of Management & Organization ( email )

P.O. Box 800
NL-9700 AV Groningen
Netherlands

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