The Effectiveness of Online Shopping Characteristics and Well-Designed Websites on Satisfaction

MIS Quarterly, Vol. 36 No. 4, pp. 1131-1144, December 2012

Posted: 15 May 2015 Last revised: 19 Oct 2018

See all articles by Jifeng Luo

Jifeng Luo

Shanghai Jiao Tong University (SJTU)

Sulin Ba

University of Connecticut School of Business

Han Zhang

Georgia Institute of Technology

Date Written: 2012

Abstract

Electronic commerce has grown rapidly in recent years. However, surveys of online customers continue to indicate that many remain unsatisfied with their online purchase experiences. Clearly, more research is needed to better understand what affects customers’ evaluations of their online experiences. Through a large dataset gathered from two online websites, this study investigates the importance of product uncertainty and retailer visibility in customers’ online purchase decisions, as well as the mitigating effects of retailer characteristics. We find that high product uncertainty and low retailer visibility have a negative impact on customer satisfaction. However, a retailer’s service quality, website design, and pricing play important roles in mitigating the negative impact of high product uncertainty and low retailer visibility. Specifically, service quality can mitigate the negative impacts of low retailer visibility and high product uncertainty in online markets. Website design, on the other hand, helps to reduce the impact of product uncertainty when experience goods are involved.

Keywords: Product uncertainty, retailer visibility, service quality, website design, customer satisfaction, search goods, experience goods, archival data

Suggested Citation

Luo, Jifeng and Ba, Sulin and Zhang, Han, The Effectiveness of Online Shopping Characteristics and Well-Designed Websites on Satisfaction (2012). MIS Quarterly, Vol. 36 No. 4, pp. 1131-1144, December 2012. Available at SSRN: https://ssrn.com/abstract=2606012

Jifeng Luo

Shanghai Jiao Tong University (SJTU) ( email )

Minhang, 东川路800号
Shanghai, Shanghai 200240
China

Sulin Ba (Contact Author)

University of Connecticut School of Business ( email )

368 Fairfield Road
Storrs, CT 06269-2041
United States

Han Zhang

Georgia Institute of Technology ( email )

Atlanta, GA 30332
United States

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