Document Type
Article
Publication Date
8-1-2010
Abstract
We use the context-general and context-specific factor approach to examine the generalizability of satisfaction and loyalty models across two disparate online contexts -- online retailing and content site browsing. Our conceptual models include the moderating effects of user-characteristic Web expertise, besides main effects of Web site factors and Web expertise. Results indicate that satisfaction and loyalty judgments are sensitive to both context-general and context-specific determinants, as well as to some interactions between them. Among context-general determinants, ease of use and customer service are positively related to satisfaction, Web community to loyalty, and Web expertise to both satisfaction and loyalty. Flow, a context-specific determinant, has a significant positive effect on satisfaction alone; security affects loyalty alone; and fulfillment/reliability and information quality are significant predictors of both satisfaction and loyalty. The results show that Web expertise moderates the effect of ease of use on satisfaction. The study contributes to marketing theory and practice by identifying satisfaction and loyalty mechanisms that are potentially generalizable across the two online contexts and providing a guiding framework for simultaneous consideration of context-specific and context-general factors in future research.
Keywords
loyalty, customer satisfaction, interactive marketing, impact analysis
Publication Title
Journal of Interactive Marketing
Rights
© 2010 dba Marketing EDGE. This article is protected by copyright and reuse is restricted to non-commercial and no derivative uses. Users may also download and save a local copy of an article accessed in an institutional repository for the user's personal reference. Contact publisher (Sage) for permission to reuse.
Recommended Citation
Jaiswal, A. K., Niraj, R., & Venugopal, P. (2010). Context-general and Context-specific Determinants of Online Satisfaction and Loyalty for Commerce and Content Sites. Journal of Interactive Marketing, 24(3), 222-238. https://doi.org/10.1016/j.intmar.2010.04.003