Consumer perception of interface quality,
security, and loyalty in electronic
commerce
Chang, H. H. & Chen, S. W. (2009). Consumer perception of
interface quality, security, and loyalty in electronic commerce.
Information & Management, 46, 411-417.
淡江資管所 碩二 李依倫
淡江資管所 碩二 鄭佳容
2011/04/29
The Authors
Hsin Hsin Chang 張心馨
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英國Bradford大學管理博士
行銷服務與顧客關係、企業電子化與創新、科技管理與經
營策略
專任教授,任職於國立成功大學
Su Wen Chen 陳淑雯
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2
國立成功大學企業管理博士
網路行銷、線上商店設計、消費者行為、電子商務
副教授,任教於國立屏東商業技術學院
2011/4/29
Outline
Introduction
Literature review
Research model and hypotheses development
Data analysis and results
Discussions and implications
Conclusions
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Introduction
In the context of e-commerce, salespeople are replaced
by a customer interface.
Consumer attitudes and beliefs about security have
significant effects on the intention to purchase online.
Few studies have examined whether customer interface
quality and perceived security affect customer satisfaction
and switching costs, and in turn, influence customer
loyalty.
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Literature review
Customer interface quality
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Parasuraman et al. developed a scale with four dimensions (i.e.
efficiency of the website, system availability, privacy, and the
post-transaction experience).
Bauer et al. used five eTransQual dimensions
(functionality/design, enjoyment, process, reliability and
responsiveness).
This study primarily focused on the components of customer
interface quality that are related to online store atmospherics
rather than to the entire online buying experience.
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Literature review(Cont.)
Customer interface quality
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This paper adopted four components of customer interface
quality that deal with its atmosphere:
 Convenience
 Interactivity
 Customization
 Character
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Literature review(Cont.)
Perceived security
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This paper defined perceived security as the extent to which a
potential customer believes that the e-commerce website is
secure for transmitting sensitive information.
Customer satisfaction
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This paper treats customer satisfaction as a cumulative factor.
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Literature review(Cont.)
Switching costs
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Burnham et al. thought switching costs are not only economic
in nature, but can also be psychological and emotional.
This paper defined switching costs as the consumers
perceptions of the time, money, and effort associated with
changing e-service providers.
Customer loyalty
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This paper defined customer loyalty as a customer’s favorable
attitude toward an e-commerce website that predisposes the
customer to repeat buying behavior.
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Research model and hypotheses development
Research model
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Research model and hypotheses
development(Cont.)
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Hypotheses development
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Customer interface quality and perceived security
 Consumers may use interface quality as a surrogate indicator
when forming beliefs about security.
H1. Customer interface quality has a significant
positive influence on perceived security.
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Research model and hypotheses
development(Cont.)
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Hypotheses development
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Customer interface quality, satisfaction and switching costs
 Customer satisfaction toward a website depends primarily on
the evaluation of its attributes.
 A good website avoids wasting customer time by providing
orderly screens, simple search paths, fast and readable
presentations, and simple navigation
H2. Customer interface quality has a significant
positive influence on customer satisfaction.
H3. Customer interface quality has a significant
positive influence on switching costs.
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Research model and hypotheses
development(Cont.)
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Hypotheses development
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Perceived security, satisfaction and switching costs
 Consumers ' attitudes and beliefs about security have had
significant effect on their intention to purchase online.
 High switching costs are engendered when a customer
perceives one e-commerce website as being secure.
H4. Perceived security has a significant positive
influence on customer satisfaction.
H5. Perceived security has a significant positive
influence on switching costs.
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Research model and hypotheses
development(Cont.)
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Hypotheses development
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Customer satisfaction, switching costs and loyalty
 Customers are satisfied, they believe that a website will deliver
what they expect.
 The influence of customer satisfaction on customer loyalty
H6.
Customer
has ahigh
significant
decreases
undersatisfaction
conditions where
switchingpositive
costs are
influence
customer loyalty.
perceived on
by customers.
H7. Switching costs have a significant positive
influence on customer loyalty.
H8. The relationship between customer satisfaction
and loyalty is weaker when customers perceive
higher switching costs.
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Data analysis and results
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Data analysis and results
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Analysis of the measurement model
Psychometric properties of measures
Analysis of the SEM
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Testing the structural model
Testing the moderating effect of switching costs
Discussions and implications
Conclusions
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Data analysis and results
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Data analysis and results
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Analysis of the measurement model
Psychometric properties of measures
Analysis of the SEM
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Testing the structural model
Testing the moderating effect of switching costs
Discussions and implications
Conclusions
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Data analysis and results
Analysis of the measurement model
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We first developed the measurement model by
conducting confirmatory factor analysis
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The SEM was then estimated for hypotheses testing
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Conducting confirmatory factor analysis (CFA)
驗證性因素分析
Structural equation model (SEM)
結構方程模式
The models were assessed by the maximum likelihood
method using AMOS 5.0
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Maximum likelihood method (MLE)
最大概似估計法
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NC=(χ2/df)來考驗模式適配度，若
NC
基準適配指數 Nomed
index
(NFI)
Data
analysis
and
results
平方均值估計殘差根
Root fit
Mean
Square
Error
調整的適配度指標
值介於1.0~5.0
之間則代表
χ2值可接受，
適配度指數
Goodness-of-fit
index (GFI)
of Approximation
(RMSEA)
Analysis比較適配指標
of
the
measurement
Adjusted
goodness of fit
index model
(AGFI)
NC 值小於 1.0~2.0
Comparative
時表測量模式有非常
Fit Index (CFI)
又稱為RMS、RMSE、或自由度偏差。如果
好的適配度，介於
2.0~3.0 之間表中度
RMSEA
≤0.05，代表「好」的模式適配；
理想數值需大於等於0.8
適配，大於
理想數值需大於等於0.9
5.0 時表示模式尚未真實反
RMSEA≤0.08，都是「適合」的模式，RMSEA
 模式配適度分析
應觀察資料，適配度不佳。
是常用的絕對適配指標（SEM外在品質）
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Data analysis and results
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Data analysis and results
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Analysis of the measurement model
Psychometric properties of measures
Analysis of the SEM
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Testing the structural model
Testing the moderating effect of switching costs
Discussions and implications
Conclusions
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Data analysis and results
Psychometric properties of measures
構念信度
Construct reliability (CR)
平均變異抽取量
Average variance extracted (AVE)
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Data analysis and results
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Data analysis and results
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Analysis of the measurement model
Psychometric properties of measures
Analysis of the SEM
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Testing the structural model
Testing the moderating effect of switching costs
Discussions and implications
Conclusions
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Data analysis and results
Analysis of the SEM - Testing the structural model
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Data analysis and results
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Data analysis and results
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Analysis of the measurement model
Psychometric properties of measures
Analysis of the SEM
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Testing the structural model
Testing the moderating effect of switching costs
Discussions and implications
Conclusions
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Data analysis and results
Analysis of the SEM - Testing the moderating effect of switching costs
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We used a multi-group causal analysis to test the
moderating effect of switching costs
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Discussions and implications
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Data analysis and results
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Analysis of the measurement model
Psychometric properties of measures
Analysis of the SEM
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Testing the structural model
Testing the moderating effect of switching costs
Discussions and implications
Conclusions
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Discussions and implications
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First, customer interface quality positively affected
perceived security, which implied that a well-established
website interface could improve customer perceptions of
security
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顧客介面品質會正向影響安全認知，這意味著一個介面設
計良好的網站可以改善顧客對安全的認知
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Discussions and implications
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Second, our study demonstrated that customer interface
quality both directly and indirectly influenced customer
satisfaction
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研究證實顧客介面的品質會直接也會間接影響到顧客滿意
度
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Discussions and implications
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These results implied that higher perceived customer
interface quality and security could encourage online
shoppers to be more loyal, increasing the probability that
they will return and repurchase from the e-commerce
websites with which they were satisfied
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證實高度介面品質與安全度會促使線上購物者更具有忠誠
度,同時也因為感到滿意而增加回購率
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Discussions and implications
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Finally, our study found that switching costs positively
moderated the effects of customer satisfaction on
customer loyalty
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研究發現轉換成本對顧客滿意度與忠誠度這條關係具有正
向的調解效果
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Conclusions
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Data analysis and results
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Analysis of the measurement model
Psychometric properties of measures
Analysis of the SEM
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Testing the structural model
Testing the moderating effect of switching costs
Discussions and implications
Conclusions
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Conclusions
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Customer interface quality can increase customer
perceptions of security
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顧客介面品質會增加安全認知
Customer interface quality and perceived security
positively affected customer satisfaction and switching
costs, and consequently customer loyalty
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顧客介面品質與安全認知會正向影響顧客滿意度、轉換成
本與顧客忠誠度
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Conclusions
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Building customer loyalty in e-commerce is difficult; it
requires online companies to differentiate themselves
from their competitors. Practitioners should consider
focusing more on customer interface design as a
marketing strategy, particularly in improving customer
convenience, interactivity, customization, and character
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在電子商務中建立顧客的忠誠度是困難的。它需要使自己
能與其他競爭者有與眾不同的地方。從業人員應當考慮更
加注重顧客介面設計，來作為一種營銷策略，特別是在提
高顧客的便利性，互動性，客製化和特性這四個方面
2011/4/29
Consumer perception of interface quality, security, and
loyalty in electronic commerce
Q &A
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