Measurement, Meaning and
Consequences of .com Satisfaction
Qimei Chen
1
Introduction




Fast growth of Internet usage
Exponential increase of e-commerce
Lack of consensus definition of online
satisfaction
Lack of standard, affordable and
accurate measure of online consumer
satisfaction
2
Research Questions
1. Is the two-factor .com
Satisfaction|Dissatisfaction approach
significantly better than the traditional onefactor approach?
3
Research Questions
2. What are the major facets of .com
Satisfaction and .com Dissatisfaction?
4
Research Questions
3. Do .com Satisfaction|Dissatisfaction facets
provide more information than the summated
.com Satisfaction and .com Dissatisfaction
scales?
5
Research Questions
4. Is attitude toward the site a mediating
variable between satisfaction and behavioral
intentions?
6
Research Questions
5. What variables moderate the relationship
between attitude toward the site and
behavioral intentions?
7
Research Questions
6. Does the two-factor .com
Satisfaction|Dissatisfaction approach perform
significantly better than the traditional onefactor approach in the ExpectancyDisconfirmation with Performance model?
8
Theoretical Background

Traditional Satisfaction Concept
Satisfaction
Dissatisfaction
9
Theoretical Background

Herzberg’s Two-Factor Theory


Motivators
Hygienes
Satisfiers
Maintainers
10
Two-factor .com Satisfaction|Dissatisfaction Concept
.com
Satisfaction
Lack of .com
Satisfaction
Lack of .com
Dissatisfaction
com
Dissatisfaction
.
11
Data Collection Processes
Literature Review
 Identify initial item pool based on
earlier literature
12
Data Collection Processes
Depth Interviews (Web designers)
 Supplement initial item pool; generate
initial .com satisfaction|dissatisfaction
model
13
Data Collection Processes
Pilot Survey
 Purify the .com
sastisfaction|dissatisfaction instrument
 Cross-checking the final .com
satisfaction|dissatisfaction instrument
(questionnaire) with


Depth Interviews (Web users)
Informal Survey of Industry Literature
14
Data Collection Processes
Main Study
 Confirm the .com
satisfaction|dissatisfaction instrument;
test competing models and test
moderating effects of control variables
15
Data Collection Processes

Main Study—Respondents

Three sources




Students enrolled in SJMC and IDSc
Adults referred by student participants
Respondents recruited via Service Quality
Institute Listserv mailing list
697 responses (33 were dropped)
16
Data Collection Processes

Main Study—Web Sites


Half of the respondents were directed to
name an e-commerce site they had
positive experience with
Half of the respondents were directed to
name an e-commerce site they has
negative experience with
17
Findings (R1)
1. Is the two-factor .com Satisfaction|Dissatisfaction
approach significantly better than the traditional onefactor approach?
 Tests of Semi-Independency
 Tests of Competing Models
 Relationships with Specific Behavioral
Intentions.
18
Findings (R1)
Tests of Semi-Independency


.com Satisfaction and .com Dissatisfaction
are semi-independent
.com S/D is the overlapping part of .com
Satisfaction and Dissatisfaction
19
Findings (R1)
Tests of Competing Models
20
Competing Model 1
.04
Traditional
Satisfaction
.21**
Attitude
Adjusted R2=.118
.67**
Behavioral
Intention
Adjusted R2=.313
21
Competing Model 2
.com
Satisfaction
.42**
.65**
Attitude
.44**
Behavioral
Intention
-.26**
.com
Dissatisfaction
-.41**
Adjusted R2=.118
Adjusted R2=.421
Adjusted R2=.313
Adjusted R2=.477
22
Competing Model 3
.com
Satisfaction
.51**
.50**
.com
Satisfaction
.19**
Attitude
.46**
Behavioral
Intention
-.32**
.com
Dissatisfaction
-.36**
Adjusted R2=.118
Adjusted R2=.313
Adjusted R2=.421
Adjusted R2=.477
Adjusted R2=.436
Adjusted R2=.479
23
Findings (R1)
Relationships with Specific Behavioral
Intentions
 .com Satisfaction correlates most

significantly with specific positive
behavioral intentions
.com Dissatisfaction correlates most
significantly with specific negative
behavioral intentions
24
Therefore…

The two-factor .com
Satisfaction|Dissatisfaction approach is
significantly better than the traditional
one-factor approach.
25
Findings (R2)
2. What are the major facets of .com Satisfaction and
.com Dissatisfaction?
.com Satisfaction
Positive Unipolars
Attractive
Forgiving
Sense of Community
Flexible
Personalizable
Responsive
Bricks parallel clicks
Considerate
.com Dissatisfaction
Bipolars
Organization
Service Quality
Simplicity
Accuracy
Negative Unipolars
Difficult to use
Cheap looking
Deceptive
Complicated
Violates privacy
Inconvenient
Violates design norms
26
Findings (R3)
3. Do .com Satisfaction|Dissatisfaction facets provide
more information than the summated .com
Satisfaction and .com Dissatisfaction scales?
 Regression analysis
 Bivariate correlation analysis
27
Findings (R3)
Regression analysis
facets account for more variance than summated
scales in explaining attitudes and behavioral
intentions

All Facets
Attitude
Behavioral
Intention
Adjusted R2=.446
Adjusted R2=.118
Adjusted R2=.521
Adjusted R2=.421
Adjusted R2=.477
Adjusted R2=.436
Adjusted R2=.479
Adjusted R2=.313
28
Findings (R3)
Bivariate correlation analysis

facets offer more informative and meaningful
associations with specific behavioral intentions
29
Findings (R3)
Snapshot of some findings
I would like to visit this Web site again in the
future
Top Significant Correlations
Service Quality
Simplicity
Accuracy
Attractive
Organization
Bricks parallel Clicks
30
Findings (R3)
Snapshot of some findings
I might send an email to express my appreciation
Top Significant Correlations
Sense of Community
Responsive
Attractive
Service Quality
Personalizable
31
Findings (R3)
Snapshot of some findings
I might convince my friends not to use this Web
site
Top Significant Correlations
Deceptive
Violates Design Norms
Violates Privacy
Cheap Looking
Complicated
Difficult to Use
32
Therefore…

.com Satisfaction|Dissatisfaction facets
do provide more information than the
summated .com Satisfaction and .com
Dissatisfaction scales.
33
Findings (R4)
4. Is attitude toward the site a mediating variable
between satisfaction and behavioral intentions?
 3-step Least-squares multiple regression
analysis

com Satisfaction and .com Dissatisfaction (partial
mediation) are more important predictors of behavioral
intentions than Traditional Satisfaction (full mediation).
34
Findings (R5)
5. What variables moderate the relationship between
attitude toward the site and behavioral intentions?
 Moderated Multiple Regression Analyses
 Brand Equity
 Monopoly
 Involvement
 Self-Efficacy


Internet Efficacy
Online Shopping Efficacy
35
Moderating Variable Test
3.0
2.8
2.6
2.4
2.2
Monopoly
2.0
High
1.8
Low
Low
High
Attitude
36
Moderating Variable Test
3.2
3.0
2.8
2.6
2.4
Involvement
2.2
Low
2.0
High
Low
High
Attitude
37
Findings (R6)
6. Does the two-factor .com Satisfaction|Dissatisfaction
approach perform significantly better than the
traditional one-factor approach in the ExpectancyDisconfirmation with Performance model?
 Path Analyses
38
Findings (R6)
Antecedents of .com S|DS
Consequences of .com S|DS
.com S|DS
Expectations
.com
Satisfaction
Calculated
Disconfirmation
Subjective
Disconfirmation
Attitude
Behavioral
Intention
Behavior
.com
Dissatisfaction
Performance
Outcomes
39
Findings (R6)



Expectancy Disconfirmation with Performance
Model holds true in the e-commerce domain
Treating .com Satisfaction and .com
Dissatisfaction as partially independent
constructs increases model fit
The two-factor .com
Satisfaction|Dissatisfaction approach yields
more meaningful associations with
antecedent variables
40
Theoretical Implications





Produced an instrument that can be used in future
theoretically-oriented studies
Proves that treating .com Satisfaction and .com
Dissatisfaction as partially independent concepts
increases explanatory power
Shows that facet level analysis reveals important
information
Indicates that Expectancy-Disconfirmation with
Performance model works well in e-commerce
domain
Enriches marketing theory by introducing insights
from the MIS and job satisfaction arenas
41
Managerial Implications
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The instrument
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
Reliable, comprehensive, affordable and
easy-to-apply
Uses
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
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Cost-Benefit Analysis
Competitive Analysis
Longitudinal Analysis
42
Managerial Implications

Moderating Variables


Monopoly
Involvement
43
Suggestion for Future Studies

Other kinds of Web Sites



Other kinds of satisfaction in consumer
research


.gov
.edu
Brick-mortar settings (travel, banking)
Other domains of satisfaction


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Student satisfaction
Patient satisfaction
Communication
Organization behavior
44