Ilias O. Pappas

Moderating effects of online shopping experience on customer satisfaction and repurchase intentions

Purpose – Satisfaction and experience are essential ingredients for successful customer retention. This study aims to verify the moderating effect of experience on two types of relationships: the relationship of certain antecedents with satisfaction, and the relationship of satisfaction with intention to repurchase. Design/methodology/approach – This paper applies structural equation modelling (SEM) and multi-group analysis to examine the moderating role of experience in a conceptual model estimating the intention to repurchase. Responses from 393 people were used to examine the differences between high- and low-experienced users of online shopping. Findings – The research shows that experience has moderating effects on the relationships between performance expectancy and satisfaction and satisfaction and intention to repurchase. This study empirically demonstrates that prior customer experience strengthens the relationship between performance expectancy and satisfaction, while it weakens the relationship...

Shiny happy people buying: the role of emotions on personalized e-shopping

Personalized services are diffusing rapidly in online shopping communities. However, the current understanding of the influence of personalization is limited. This study extends personalization literature into the area of emotions related to intention to purchase and into the context of online shopping. Responses from 182 online shoppers were used to examine the impact of personalization on customer emotions and intention to purchase. The results show that there is a direct positive association between personalization and purchase intentions. In addition, provision of personalization features in e-shops may evoke positive emotions to online shoppers but does not evoke nor mitigate negative ones. Finally, our study reports that emotions influence online shopping behavior either positively, through the formulation of positive emotions, or negatively, through negative emotions. These findings indicate that positive emotions mediate the relationship between personalization and purchase intentions. Our study concludes with a critical appraisal of our findings and a discussion of prospective theoretical and managerial implications for e-shop practitioners.

The interplay of online shopping motivations and experiential factors on personalized e-commerce

This study uses complexity theory and configurational analysis to explain online shopping behavior.Online shopping experience and online shopping motivations combine to predict high purchase intention.Price sensitivity and promotion sensitivity are the most important motivations.Personalized e-shopping may be successful even when quality of personalization is low. The present study aims to examine purchase behavior in personalized online shopping by employing complexity theory, based on customers online shopping experience and online shopping motivations. To address its objectives, a conceptual model is proposed along with research propositions. The research propositions are validated through a survey on 401 customers experience with online shopping, by using the data analysis tool fsQCA (fuzzy-set Qualitative Comparative Analysis). The results, indicate nine configurations of online shopping experience and online shopping motivations that lead to high purchase intentions. This study takes a step further the literature of online shopping and the theoretical ground of how customers online shopping experience combines with their online shopping motivations in order to predict and explain increased intention to purchase. The findings offer implications for both researchers and online retailers, regarding the development of new theories in personalized e-commerce and the provision of personalized services.

Assessing Emotions Related to Privacy and Trust in Personalized Services

This study explores the dynamics of personalized services in online shopping, with regard to emotions, privacy and trust. The basic emotions of happiness and anxiety were chosen. A sample of 182 online shoppers was used to assess the effect of privacy and trust on their emotions through personalized services, and how these emotions ultimately affect their purchase intentions. The findings indicate that privacy affects anxiety while trust affects happiness, while both emotions have significant influence on customers’ intention to buy through personalized services. The study concludes with theoretical and practical implications, limitations, and future research directions.

Identifying the Direct Effect of Experience and the Moderating Effect of Satisfaction in the Greek Online Market

The scope of this paper is to examine the perceptions which induce the Greek customers to purchase over the Internet, testing the direct effect of experience and the moderating effect of satisfaction. A review of research conducted in the Greek online market demonstrates that satisfaction, self-efficacy, and trust keep a prominent role in the Greek customers’ shopping behavior. To increase understanding of this behavior, two parameters of the UTAUT model, performance expectancy and effort expectancy, are incorporated. The findings demonstrate that customers’ perceptions about all of the parameters do not remain constant, as the experience acquired from past purchases increases. Moreover, the relationship of experience with self-efficacy and intention to repurchase changes, as satisfaction gained from previous purchases increases. The implications of this study are interesting not only for the Greek but also for the Meditterranean researchers and e-retailers, since the Mediterranean ebusiness market shares several cultural similarities with the Greek market.