WEBSITE CHARACTERISTICS AND WEBSITE SATISFACTION: ROLE OF COMPUTER SELF-EFFICACY

摘要

The objective of the present study was to investigate whether computer self-efficacy of the users has moderating effect on the relationship between website's informativeness and entertainment properties, and website satisfaction. A conceptual framework exhibiting the above relationships was proposed and empirically tested. Data was collected through online survey and 500 valid responses were obtained. Multivariate regression analysis revealed significant results showing the moderating effect of computer self-efficacy on the relationship between website satisfaction and informativeness and entertainment properties of websites. The effect was more for entertainment properties than informativeness.