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Viewing report
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Web-Customer Satisfaction. Edition No. 1
VDM Publishing House, Sep 2008, Pages: 112
This dissertation empirically tests the antecedents
of online consumer satisfaction using the expectancy-
disconfirmation paradigm in the e-commerce domain.
A laboratory experiment was conducted using a Web
site that simulates a bookstore. Using constructs
from marketing and information systems research, it
was found that usefulness, adequacy, sufficiency and
needs fitting are the main factors that determine
satisfaction when the Web is used in the process of
decision making. The analyses, using structural
equation modeling, suggest that expectations affect
satisfaction only via the disconfirmation effect,
and there is not a direct effect. Expectations act
as an adaptation level; there is an assimilation
effect that influence satisfaction indirectly
through perceived disconfirmation. Performance
influences satisfaction through two mechanisms,
directly via perceived performance and indirectly
via the disconfirmation effect. The model that
included performance, disconfirmation, and
expectations as direct antecedents of satisfaction
found that performance dominated the formation of
satisfaction.
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