Term Report
Submitted by: 1.
2.
3.
4.
5.
Abdulrehman Bappi
Moazzam Khan
Hamna Bodla
Arsla
Zain Liaqat
Roll No 07
Roll No 18
Roll No 08
Roll No 09
Roll No 06
Submitted to: Dr. Nosheen Sarwat
BAHAUDIN ZAKARYA UNIVERSITY
MULTAN
Table of Contents
Introduction: .....................................................................................................................................3
Problem Statement ............................................................................................................................4
Literature Review ..............................................................................................................................6
Hypothesis: - ............................................................................................................................................. 8
Research Methodology: .....................................................................................................................9
Demographics ......................................................................................................................................... 10
Data Analysis ................................................................................................................................... 11
Reliability:................................................................................................................................................ 12
Regression ............................................................................................................................................... 14
Hypothesis Testing .................................................................................................................................. 18
Findings, Limitations and Future Research: - ..................................................................................... 18
References....................................................................................................................................... 19
APPENDIX A: Construct Measures ..................................................................................................... 22
Appendix B: Reliability of Scale Item................................................................................................. 23
Appendix C: Frequency Table ........................................................................................................... 23
Introduction:
This article is about factors influencing consumer satisfaction and consumer loyalty in ecommerce. There are various factors which could lead to a satisfied customer. People have
different experiences of online shopping. Different perspectives have led to various factors
building customer satisfaction for the products and the loyalty associated with a particular ecommerce brand.
The various factors which contribute to consumer satisfaction and loyalty are website user
interface or UI/UX, website information quality service, perceived security and privacy and
product quality offered in online shopping experience. These are the factors which lead to customer
satisfaction which in turn lead to customer loyalty.
The consumers face a problem while handling an online transaction as they are unaware of the
security risks involved with the transaction and thus, they are reluctant sometimes to purchase a
product and that is one of the key issues of this research. Our research objective is to find solution
for this problem.
The previous knowledge about this issue addresses the scope of this research in the west while we
are conducting this research in Pakistan to find the differences in the culture and the position of ecommerce business in Pakistan and the Asian region. As e-commerce is the emerging business in
Pakistan and the Asian region. Most of the businesses are shifting to their online presence. So, it
is necessary to find the factors that will contribute to a satisfied consumer.
That is the very purpose of this research so that businesses in Pakistan could be more successful
as people find it easy to get their desired product on their doorstep. That is why e-commerce is
becoming more and more successful in not only Pakistan but also in other regions of the world as
well.
Problem Statement
The fast growth of online shopping has made it very easy for people to buy things. However, this
change comes with many issues about keeping information private that really affect how much
customers trust the stores. Things people worry about when it comes to e-shopping websites
include how they're made and working. This includes the part you interact with; security problems
and what information service is given out by these sites. The user interface, where we first start to
interact with something. It's very important in determining customer feelings and belief towards
it. A clear and easy-to-use screen can make people feel sure, but a badly made one might cause
doubt about how personal information is handled.
At the same time, there is always a big danger of security issues on the e-commerce scene. When
people put important information on websites, it becomes very important for those sites to be
secure. This makes users more confident in using them safely. The chance of money or personal
info being stolen, fake names used and getting attacked on the internet increases worry. It makes
people less likely to do online buying and share own details out with others from not thinking can
be secure enough for them as they don't know who is good or bad anymore because anyone could
cause problems sometimes so there are more uncertainties nowadays that make it harder than so,
website security is very important for the connection between e-commerce privacy and keeping
customers happy.
In addition, the giving of information services on e-commerce websites makes things more
complicated. People use these platforms not only for doing business but also to get clear and honest
information about data practices. Confusing rules about staying hidden, not telling people how
they share information and the lack of understanding on what others do with our data can make
customers worry more. The way e-commerce websites manage, share and talk about information
services becomes very important in deciding how loyal customers stay.
E-commerce private worries include three things: the way you use it, safety issues and sharing of
data. These all have connections with each other in online shopping privacy concerns field. A clear
and easy-to-use user interface, together with strong protection for data, makes users feel more
comfortable about their information being managed. Clear and honest information services that
focus on the user help to grow trust and loyalty. On the other hand, not having enough of any of
these parts can cause customers to lose their trust. This then hurts loyalty and makes them less
likely to keep doing business.
As technology changes, the problem grows stronger. Website features that are more complex can
make the user experience better, but they can also lead to new ways for information being sadly
shared. It's very important to improve website safety. We need this because new online threats are
appearing and it helps protect us from them. It's important to make sure that services giving out
information always stay up-to-date with rules about the law and right and wrong. This is key for
creating a long-lasting online buying environment where things can grow together healthily.
In the end, it's important for businesses who want to keep customers happy long-term to understand
all aspects of e-commerce privacy. This includes website design and security risks as well as what
kind of information they offer. Solving these many problems in a planned way will make online
shopping safer and help online businesses do well for a long time. These solutions need to change
as things get more digital in the future. The aim of this research is following
1- What is the impact of website Security risk on customer loyalty?
2- What is the impact of website information service on customer loyalty?
3- What is the impact of customer satisfaction on customer loyalty?
Literature Review
The previous literature about this research indicates that there are several factors which lead to
customer satisfaction which in turn increase customer loyalty. Some of the factors are website
design and layout, security risk, privacy, cash on time delivery, product quality, product
information service. These factors are affecting the e-commerce businesses across the world at a
large scale. Some of them definitely needs a solution. That is the very purpose of this research.
If the design of the website is not attractive the customer will not feel themselves attached with
the brand image and is not going to remain a loyal customer. That is why the design aspect of the
website is very useful.
From the past researches it has been confirmed that the website user experience is directly related
to consumer trust and satisfaction which ultimately leads to consumer being loyal to that company.
If the company has good website design and layout and all the important elements of the user
interface are well formulated then it feels attracted to the customers and there is more retention.
According to Song & Zahedi (2001) website design play a crucial role in attracting different
consumers. The reason is the attractiveness and the use of websites. Also, there is a fact that
websites which are more responsive are easily loved by the consumer. That is why website UI and
UX should be well matched according to the consumer needs and wants.
Song & Zahedi (2001) basically focuses on customer retention with the best user experience
provided to them through the website. That is the reason companies now a days are trying to
facilitate the customers by investing their resources in the website. By hiring highly qualified web
developers for this purpose the website can increase potential sales and customer loyalty is one
factor also.
According to Wilson, Keni & Tan (2019) website design has a direct effect on customer retention.
If the users of a particular product find the website useful and easy to use, they find it easy for
them to select their chosen product in an easy manner. That is why the website design is a must
element in the today’s world.
From the previous researches conducted it has been seen that the security risk is yet another factor
which is related with the customer satisfaction and in turn the loyalty. Chahar (2013) emphasizes
on privacy and security issues faced in the e-commerce world. That is why it has become a
challenge to remove the hurdles and the barrier between security concerns from the consumer side
while companies facing difficulty in assuring them that the website they are using is up to the
standards and meet the security issues and the risk factors associated with it.
The websites using the methods of online bank transfer payments are at a greater risk of being
hijacked by some unauthorized hacker and this may end in the information of the consumer being
misused. Their banking information may be used to process online transfers especially if there is
a huge deposit I the customer’s account Chahar (2013). The solutions for these problems are now
emerging but educating consumer on security issues still lacks behind.
Most of the web applications are including third-party services which pose a threat to the safe
transaction of e-commerce. Many customers are still having doubt that the e-commerce websites
are not safe to explore and that their private information could be leaked or hacked and used
accordingly. That is why still people feel reluctant to buy the things online.
Information technology is a crucial step in business especially e-commerce. That is why the
information service quality displayed on the website is very important. That is why the companies
now-a-days are trying to display the information displayed on their website as attractive and as
useful as possible. That is why the information system overall is crucial in a successful e-commerce
setup. Amazon is a pioneer in personalization of website. It suggests the consumer what they want
and their required information is displayed which is not only appealing but also at the right place.
Salehi & Abdollahbeigi (2012).
Customer Service is harder to replicate than the layout of any website so it is crucial in the success
of any e-commerce start-up. This way the companies can have their competitive advantage by
providing top notch customer service. A satisfied customer leads to the customer being loyal to
that specific brand. It has been observed from the previous literature that being responsive is not
good enough. And companies need to pay attention to the customer needs and desires as their top
most priority. Customer service is a form of crisis management. The reason is that when the
customer is facing any form of problems in the product, they contact the customer service. Sun &
Zhang (2015)
Hypothesis: H1: As the perception of website security risk decreases, customer loyalty is expected to increase
and vice versa.
H2: As the perception of website security risk decreases, customer satisfaction is expected to
increase and vice versa.
H3: An increase in customer satisfaction will have a direct positive effect on customer loyalty.
H4: Customer Satisfaction mediates the relation between website security risk and customer
loyalty.
H5: The increase in website information quality service will have positive impact on customer
satisfaction.
H6: The increase in website information quality service will have positive impact on customer
loyalty.
H7: The increase in customer satisfaction will have positive impact on customer loyalty.
H8: Customer Satisfaction mediates the relation between website information service and
customer loyalty.
Research Methodology:
In the research methodology section, we choose the questionnaire and conduct survey online with
the help of google forms. The survey adopted a self-structured questionnaire for data collection
which depicted the conceptual framework given below.
Website Security
Risk
Customer
Satisfaction
Consumer
Loyalty
Website
Information Service
The questionnaire comprised of different sections. The first one was of security risk faced by the
consumers while online shopping. The second section comprised of website information quality
service. And the third section was about customer satisfaction and consumer loyalty in ecommerce.
They were measured using a set of 15 scale items in the questionnaire (see Appendix A), adapted
from previous studies but with slight modifications. All of the scale items were measured using a
five-point Likert scale formatting.
For example, a five-point Likert scale (1 = Strongly Disagree, 2 = Disagree, 3 = Neutral, 4= Agree,
5 = Strongly Agree) was used to measure four constructs which were WSR, WIS, CS and CL. The
type of research which we used was quantitative research as it involves research through
questionnaires.
The unit of analysis used in this research is individual as each person is required to share his
experience of online shopping with their chosen websites. The study is cross sectional as this is a
one-time study and does not involve complex timings and research at various points in time. The
sample size was 158 which were people of different ages sharing their experience of online
shopping.
Demographics
The demographics of the people are listed as below
Measure
Age
Gender
Highest Qualification
Item
18-25
26-35
36 & above
Male
Female
Undergraduate
Bachelors
Masters & above
Frequency
148
6
4
125
33
7
95
56
Percentage
93.6
3.8
2.6
78
22
4.4
60.1
35.4
In the age section of the demographics most of the respondents were male about 78% and rest were
female. Similarly, most of the people had completed their bachelors and master’s degree.
Respondents were 4.4% undergraduate; 60.1% bachelors and rest were master degree holder or
above.
Construct
Definition
References
E-commerce Information
Quality
The information quality for various products Chung & Youngchan (2006)
and services displayed on the e-commerce
website making it easy for consumers to
interact with the website more frequently and
thus becoming a part of that website
community.
Perceived Security Risk
Perception of e-commerce security issues and Badotra & Sundas (2021)
their solutions. The transactions problems
and the issue of hacking important
information is a challenge which needs to be
sorted out
Customer Satisfaction with reference to the Lin (2015)
online shopping experience. Whether the
consumer is satisfied with the aspects of
various factors associated with the ecommerce website
Consumer frequency of visiting websites Othman & Faizah (2019)
more frequently and in result becoming brand
loyal of that particular website. Loyal
consumers effect is being studied in the
consumer loyalty section
E-commerce Customer
Satisfaction
E-commerce Customer Loyalty
Data Analysis
In the analysis section we first calculate the frequency (mean, standard deviation) and then
reliability of the data. We have to check if the data collected is reliable or not. We can measure the
reliability with the help of SPSS through Cronbach alpha. If the value of Cronbach alpha is 0.7 or
greater than 0.7 it means our result is reliable.
First of all, we have the calculated the frequency of each variable which gives us the mean and
standard deviation as well as the maximum and minimum value. The frequency of variables is
listed below:
Statistics
IV 1
Valid
IV 2
Mediator
DV
158
158
158
158
0
0
0
0
3.7690
4.0538
3.2104
3.8017
1.09120
.78214
.84250
.77198
Variance
1.191
.612
.710
.596
Minimum
1.00
1.25
1.00
1.67
Maximum
5.00
5.00
5.00
5.00
N
Missing
Mean
Std. Deviation
This is the frequency table of the 4 variables. The mean of website security risk is 3.7690, website
information quality is 4.0538, customer satisfaction is 3.2104, customer loyalty is 3.8017. The
standard deviation is also given in the table above.
IV 1
Frequency
Percent
Valid Percent
Cumulative
Percent
Valid
1.00
6
3.8
3.8
3.8
1.25
6
3.8
3.8
7.6
1.50
2
1.3
1.3
8.9
1.75
1
.6
.6
9.5
2.00
3
1.9
1.9
11.4
2.50
1
.6
.6
12.0
2.75
8
5.1
5.1
17.1
3.00
9
5.7
5.7
22.8
3.25
2
1.3
1.3
24.1
3.50
16
10.1
10.1
34.2
3.75
21
13.3
13.3
47.5
4.00
7
4.4
4.4
51.9
4.25
28
17.7
17.7
69.6
4.50
11
7.0
7.0
76.6
4.75
12
7.6
7.6
84.2
5.00
25
15.8
15.8
100.0
Total
158
100.0
100.0
The rest of the details are listed in Appendix section.
Reliability:
The reliability for various variables is given below
Website Security Risk
Reliability Statistics
Cronbach's
Alpha
.931
N of
Items
4
Scale Mean
if Item
Deleted
Scale
Variance if
Item Deleted
Corrected ItemTotal
Correlation
Cronbach's
Alpha if Item
Deleted
The Web site has
mechanism to
ensure the safe
transmission of its
user’s information
11.24
11.432
.856
.905
The Web site has
sufficient
technical capacity
to ensure that the
data I send
cannot be
modified by
hackers
Purchasing on the
Web site will not
cause financial
risk
11.69
11.413
.813
.917
11.21
10.918
.860
.902
The electronic
payment on the
Web site is safe
11.09
10.094
.837
.914
Website Information Service/Quality
Reliability Statistics
Cronbach's
Alpha
.857
N of
Items
4
Customer Satisfaction
Reliability Statistics
Cronbach's
Alpha
.665
N of
Items
3
Consumer Loyalty
Reliability Statistics
Cronbach's
Alpha
.771
N of
Items
3
The reliability of 3 variables is above 0.7 and one of them is close to 0.7 so we can say that the
data we have collected is reliable. The next step is the correlation analysis which is given below
in table
Correlations
IV
Pearson Correlation
IV 1
158
.372**
1
Sig. (2-tailed)
.000
N
158
158
.623**
.487**
Sig. (2-tailed)
.000
.000
N
158
158
158
.449**
.570**
.249**
Sig. (2-tailed)
.000
.000
.002
N
158
158
158
Pearson Correlation
Pearson Correlation
DV
DV
Sig. (2-tailed)
Pearson Correlation
Mediator
Mediator
1
N
IV 2
IV
1
1
158
**. Correlation is significant at the 0.01 level (2-tailed).
The data is significant at 0.01 which means that the value of p is less than 0.01 meaning the result
is 99 percent accurate. The Pearson correlation of website security risk is 0.372, while website
information service has a value of 0.623 and customer satisfaction having value of 0.449. All the
values have two stars which means that their p value is less than 0.01 and having 99 percent
accuracy.
Regression
Run MATRIX procedure:
***************** PROCESS Procedure for SPSS Version 4.2 *****************
Written by Andrew F. Hayes, Ph.D.
www.afhayes.com
Documentation available in Hayes (2022). www.guilford.com/p/hayes3
**************************************************************************
Model: 4
Y: CL
X: WSR
M: CS
Sample
Size: 158
**************************************************************************
OUTCOME VARIABLE:
CS
Model Summary
R
.6235
R-sq
.3888
MSE
.4367
F
99.2155
df1
1.0000
df2
156.0000
p
.0000
Model
constant
WSR
coeff
1.3961
.4814
se
.1896
.0483
t
7.3637
9.9607
p
.0000
.0000
LLCI
1.0216
.3859
ULCI
1.7706
.5769
**************************************************************************
OUTCOME VARIABLE:
CL
Model Summary
R
.4504
R-sq
.2029
MSE
.4812
F
19.7271
df1
2.0000
df2
155.0000
p
.0000
Model
constant
WSR
CS
coeff
2.6696
.3396
-.0461
se
.2310
.0649
.0840
t
11.5553
5.2342
-.5487
p
.0000
.0000
.5840
LLCI
2.2132
.2115
-.2121
ULCI
3.1260
.4678
.1199
************************** TOTAL EFFECT MODEL ****************************
OUTCOME VARIABLE:
CL
Model Summary
R
.4487
R-sq
.2013
MSE
.4790
F
39.3294
df1
1.0000
df2
156.0000
p
.0000
Model
constant
WSR
coeff
2.6052
.3174
se
.1986
.0506
t
13.1199
6.2713
p
.0000
.0000
LLCI
2.2130
.2175
ULCI
2.9975
.4174
************** TOTAL, DIRECT, AND INDIRECT EFFECTS OF X ON Y **************
Total effect of X on Y
Effect
se
.3174
.0506
t
6.2713
p
.0000
LLCI
.2175
ULCI
.4174
Direct effect of X on Y
Effect
se
.3396
.0649
t
5.2342
p
.0000
Indirect effect(s) of X on Y:
Effect
BootSE
BootLLCI
CS
-.0222
.0523
-.1292
LLCI
.2115
ULCI
.4678
BootULCI
.0773
*********************** ANALYSIS NOTES AND ERRORS ************************
Level of confidence for all confidence intervals in output:
95.0000
Number of bootstrap samples for percentile bootstrap confidence intervals:
5000
------ END MATRIX ----The second independent variable i.e. website information service is given
below
Run MATRIX procedure:
***************** PROCESS Procedure for SPSS Version 4.2 *****************
Written by Andrew F. Hayes, Ph.D.
www.afhayes.com
Documentation available in Hayes (2022). www.guilford.com/p/hayes3
**************************************************************************
Model: 4
Y: CL
X: WIR
M: CS
Sample
Size: 158
**************************************************************************
OUTCOME VARIABLE:
CS
Model Summary
R
.4865
R-sq
.2367
MSE
.5452
F
48.3840
df1
1.0000
df2
156.0000
p
.0000
Model
constant
WIR
coeff
1.0858
.5241
se
.3110
.0753
t
3.4910
6.9559
p
.0006
.0000
LLCI
.4714
.3753
ULCI
1.7002
.6729
**************************************************************************
OUTCOME VARIABLE:
CL
Model Summary
R
.5708
R-sq
.3258
MSE
.4070
F
37.4465
df1
2.0000
df2
155.0000
p
.0000
Model
constant
WIR
CS
coeff
1.5585
.5802
-.0339
se
.2790
.0745
.0692
t
5.5854
7.7870
-.4902
p
.0000
.0000
.6247
LLCI
1.0073
.4330
-.1706
ULCI
2.1096
.7274
.1027
************************** TOTAL EFFECT MODEL ****************************
OUTCOME VARIABLE:
CL
Model Summary
R
.5698
R-sq
.3247
MSE
.4050
F
75.0180
df1
1.0000
df2
156.0000
p
.0000
Model
constant
WIR
coeff
1.5216
.5624
se
.2681
.0649
t
5.6763
8.6613
p
.0000
.0000
LLCI
.9921
.4342
ULCI
2.0512
.6907
************** TOTAL, DIRECT, AND INDIRECT EFFECTS OF X ON Y **************
Total effect of X on Y
Effect
se
.5624
.0649
t
8.6613
p
.0000
LLCI
.4342
ULCI
.6907
Direct effect of X on Y
Effect
se
.5802
.0745
t
7.7870
p
.0000
LLCI
.4330
ULCI
.7274
Indirect effect(s) of X on Y:
Effect
BootSE
BootLLCI
CS
-.0178
.0403
-.0974
BootULCI
.0639
*********************** ANALYSIS NOTES AND ERRORS ************************
Level of confidence for all confidence intervals in output:
95.0000
Number of bootstrap samples for percentile bootstrap confidence intervals:
5000
------ END MATRIX -----
Hypothesis Testing
The hypothesis testing for the variables are given below
Hypothesis
Independent Variable
Dependent Variable
Hypothesis Test
Result
H1
WSR
CL
Supported
H2
WSR
CS (Mediator)
Supported
H3
CS (Mediator)
CL
Not Supported
H5
WIS
CS
Supported
H6
WIS
CL
Supported
H7
CS
CL
Not Supported
From the table above we have found that hypothesis for website security risk and customer loyalty
was supported keeping in view the positive upper-level confidence interval and lower-level
confidence interval. And the beta value is between 0 and 1 which is 0.3174 that is why it is
supported. The rest of the hypothesis can be seen from the table.
Findings, Limitations and Future Research: From the literature review it has been found that there are various factors leading to customer
satisfaction which in turn has an impact on customer loyalty. That is why these factors should be
kept in mind. From our findings we analyzed that website security risk and website information
service play a key role towards a satisfied customer. That is why security issues should be handled
and resolved so that customers feel confident about carrying their online transactions without the
risk of their information being hacked or misused.
Another important factor is the information service quality portrayed by various e-commerce
websites. The information about the products and services are very important as they can make a
customer happy or mad. That is why the website mechanism should be operated by expert
developers and if it is not the core competency of the company then it should outsource it. This
factor can contribute to higher sales and thus more revenue generation at the end of the fiscal year.
The limitations of this study were that in the West customer satisfaction leads to customer loyalty.
However, in the environment of Pakistan we have found that not many satisfied customers become
brand loyal. The reason is that the companies are diverse in their product offerings. That is why
they Pakistani people shift towards brand that offers more product quality and services. They are
not loyal to one brand. That is the limitation of our research. Normally a satisfied customer should
become brand loyal. But that is not the case in Pakistan. The rest of the study was found to be
according to the previous literature. There are same aspects in this culture and the West when it
comes to website security risk and website information quality.
The future of e-commerce is bright in Pakistan that is why the there should be further investigation
on some of the factors such as cash on delivery and the ease of payment methods. The product
quality is yet another issue emerging in Pakistani e-commerce business segments. That is why
there is a further need to study this issue to discover more and more aspects of the customer
satisfaction and loyalty in e-commerce.
References
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Consumers’ Trust and Loyalty in E-commerce. Business Perspectives and Research,
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https://doi.org/10.1023/a:1022962631249
Chung, M., Moon, J., Yoo, B., Choe, Y., Choe, & Youngchan. (2006). Association for
Information Systems AIS Electronic Library (AISeL) Paradox of Information Quality: Do
Consumers Pay More for Premium Product Information on E- commerce Sites?
Recommended Citation "Paradox of Information Quality: Do Consumers Pay More for
Premium Product Information (p. 57).
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Engineering, 2(7).
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Saudi Arabia DETERMINANTS OF E-COMMERCE CUSTOMER SATISFACTION,
TRUST, AND LOYALTY IN SAUDI ARABIA.
Lin, H.-F. (2015). Customer Satisfaction in the B2C E-commerce Context, Total Quality
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APPENDIX A: Construct Measures
Construct
E-commerce Service
Information Quality
(IQ)
Perceived Security
(PSR)
E-Commerce
Customer
Satisfaction (ECS)
E-Commerce
Customer Loyalty
(ECL)
Scale Items
A. The information on the Web site facilitates buying the products or
services that it sells or markets.
B. The Web site does not necessarily have to provide the up-to-date products
and services information.
C. The Web site provides the relevant the products/services information.
D. It is easy to complete the transaction on the Web site.
E. The Web site presents information that is an easy to understand.
A. The Web site has mechanism to ensure the safe transmission of its users'
information.
B. The Web site has sufficient technical capacity to ensure that the data I
send cannot be modified by hackers.
C. Purchasing on the Web site will not cause financial risk.
D. The electronic payment on the Web site is safe.
A. The performance of Web site meets my expectation.
B. The Web site does not have sufficient experience in the marketing of the
products and service that it offers.
C. The Web site knows its users well enough to offer them products and
services adapted to their needs.
D. The Web site does not have the necessary resources to carry out its
activities successfully.
A. I will continuously purchase from the Web site in the near future.
B. I do recommend that others use the Electronic Commerce services.
C. My preference for the Electronic Commerce would not willingly change.
D. Changing my preference from the Electronic Commerce requires major
rethinking.
Deleted
Deleted
Deleted
Appendix B: Reliability of Scale Item
Scale Mean if
Item Deleted
12.33
Scale Variance if
Item Deleted
5.827
Corrected Item-Total
Correlation
.673
Cronbach's Alpha if
Item Deleted
.829
The Web site provides the
relevant the products/services
information
12.13
5.143
.846
.753
It is easy to complete the
transaction on the Web site
11.97
7.228
.482
.895
The Web site presents
information that is an easy to
understand
12.22
4.874
.830
.759
The information on the Web site
facilitates buying the products or
services that it sells or markets
Scale Mean if Item
Deleted
6.56
Scale Variance if
Item Deleted
3.496
Corrected Item-Total
Correlation
.699
Cronbach's Alpha if
Item Deleted
.265
The Web site does not
have sufficient experience
in the marketing of the
products and service that
it offers
7.43
5.788
.090
.936
The Web site knows its
users well enough to offer
them products and
services adapted to their
needs
6.68
3.723
.578
.250
The performance of Web
site meets my expectation
Appendix C: Frequency Table
IV 2
Frequency
Percent
Valid Percent
Cumulative
Percent
Valid
1.25
1
.6
.6
.6
2.00
6
3.8
3.8
4.4
2.25
1
.6
.6
5.1
2.50
11
7.0
7.0
12.0
3.25
3
1.9
1.9
13.9
3.50
5
3.2
3.2
17.1
3.75
8
5.1
5.1
22.2
4.00
33
20.9
20.9
43.0
4.25
34
21.5
21.5
64.6
4.50
32
20.3
20.3
84.8
4.75
1
.6
.6
85.4
5.00
23
14.6
14.6
100.0
Total
158
100.0
100.0
DV
Frequency
Percent
Valid Percent
Cumulative
Percent
1.67
2
1.3
1.3
1.3
2.00
10
6.3
6.3
7.6
3.00
11
7.0
7.0
14.6
3.33
26
16.5
16.5
31.0
3.67
26
16.5
16.5
47.5
4.00
37
23.4
23.4
70.9
4.33
16
10.1
10.1
81.0
4.67
15
9.5
9.5
90.5
5.00
15
9.5
9.5
100.0
Total
158
100.0
100.0
Valid