The moderating effect of on‐line experience on the antecedents and consequences of on‐line satisfaction
研究通过836份调查数据，发现消费者在线经验高低会调节在线满意度的前因及其与忠诚度的关系，高经验者满意度对忠诚度影响更强。
Abstract The purpose of the present study is to test the moderating effect of on‐line experience on antecedents to on‐line satisfaction and on the relationship between on‐line satisfaction and loyalty. A survey ( n = 836) was conducted to test the differences between high and low online experience respondents. The relationship between on‐line satisfaction and on‐line loyalty is stronger for consumers with more online experience than for consumers with less on‐line experience. Another key finding is that antecedents to on‐line satisfaction also differ between high and low on‐line experience consumers. Implications indicate that organizations may develop and provide differentiated services to high‐ and low‐experience consumers. © 2005 Wiley Periodicals, Inc.