Online purchase determinants Is their effect moderated by direct experience?

摘要

Purpose - The purpose of this paper is to examine the moderating influence of direct onlinernshopping experience in an e-commerce context.rnDesign/methodology/approach - The conceptual framework links attitudinal constructs such asrnprice attractiveness, merchandise quality, service quality, time/effort costs, risk and enjoyment tornfuture online purchase intentions. Purchasers and inquirers of a car insurance comparison websiternwere approached by personalized email to participate in an online questionnaire. Multi-grouprnstructural equation analysis was used to test for group differences in the structural weights.rnFindings - Compared to the purchasers, the inquirers were more concerned with the perceivedrnenjoyment, risk and price attractiveness offered by the website, while caring less about time/effortrnsavings. Inquirers were negatively influenced by the price attractiveness of their chosen insurance,rnwhich indicates that they were less likely to use the website for future transactions if they werernsatisfied with their current price.rnResearch limitations/implications - Future research could extend the current research byrninvestigating other potential moderators, such as socio-demographics and psychographic variables.rnPractical implications - Guidelines for managers of websites for financial services about how tornconvert inquirers into buyers and improve the loyalty of online buyers.rnOriginality/value - Draws upon insights from marketing, e-commerce and information systems tornprovide substantial support for the hypotheses regarding the moderating influence of direct onlinernshopping experience.